Brand - PowerPoint PPT Presentation

slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Brand PowerPoint Presentation
play fullscreen
1 / 23
Brand
1406 Views
Download Presentation
albert
Download Presentation

Brand

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. Brand Brand Name Trademark Generic Name Product Line Product Mix Page 216 Individual offering

  2. Co-Branding Two companies join to create a new product carrying both their brands.

  3. Co-Branding Examples: McCains cake and KFC McDonalds & movie Mulan Pizza Hut & Pepsi Cereal box with other thing inside Pizza Pizza and Blockbuster video rental & Chocolate bar Cinelex Odeon and Blockbuster

  4. Brand A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT Something used to show customers that one product is different than the products of another manufacturer. WTGR Page 216

  5. Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors. Page 216

  6. Trademark A brand that has been given legal protection and has been granted solely to its owner.

  7. National Brand Private Brand Generic Name Brand Generic Goods

  8. Philadelphia Cream Cheese IGA Cream Cheese No Name brand cream cheese Examples of the 3 differences between a national brand, a private brand and a generic brand

  9. National Brand products that carry the name of the manufacturer ie. Maxwell House coffee ie. Philadelphia cream cheese

  10. Private Brand products that carry the name of the seller, not the manufacturer ie. MasterChoice coffee ie. IGA cream cheese

  11. Generic Name Brand A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name (usually that of the first or leading brand in that product class). TEXT • names for product categoriesie. Velcro is the brand -“hooked fabric fastener” is the generic nameie. Xerox is the company“photocopy” is the generic name,- other examples???????? “rollerblades, Styrofoam”, Jello, Vaseline, Q-tips, Kleenex

  12. non-branded products that sell at discountie. dish soap, toilet paper, aluminum foil, etc. Terms Generic Goods

  13. Brand Loyalty Categories 1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Page 220

  14. Brand Recognition / Equity • Brand Preference / Loyalty • Brand Insistence__________________ • Brand Awareness • Brand Association Page 220

  15. Brand Recognition / Equity- awareness, loyalty, quality, emotion Brand Preference / Loyalty- the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence)________________________________________________ Brand Awareness-your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY Brand Association- the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire

  16. Brand Awareness-your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY Not in the text

  17. Brand Association- the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire Paul Hogan - Subaru James Earl Jones (voice of CNN) Chihuahua - Taco Bell Jordan - Nike Julia Louis Dryfuss - Nice and Easy Candice Bergen - Sprint Canada Not in the text

  18. Brand Association- the link to favourable images, celebrities, geographic regions white diamonds - liz taylor BMW Z3 - 007 roots hats - olympics fubu - urban trend / hip hop right guard - Sir Charles Ru Paul - MAC Cosmetics Seinfeld - AMEX Not in the text

  19. Brand Awareness-your product is the first that comes to mind in a certain product categoryeg. ice tea = Snapple, running shoes = Nike

  20. Most Valuable Global Brands Brands Brand value 14-2 Coca Cola $ 36 Billion Marlboro $ 33 Billion Nescafe $ 11 Billion Kodak $ 10 Billion Microsoft $ 9.8 Billion Budweiser $ 9.7 Billion Kellogg's $ 9.3 Billion Motorola $ 9.2 Billion Gillette $ 8.2 Billion Bacardi $ 7.1 Billion Source: Financial World

  21. brand trademark logo copyright Terms

  22. trademark a brand that has been given exclusive legal protection - name and the design copyright music, or words that are given legal ownership by the author Terms page 473

  23. Brand Strategy • 1. Manufacturers’/ National • a) Family • b) Individual • 2. Private - page 222 - see slide 31 • 3. Generic - page 223 - see slide 31 Page 221