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Branding

Branding. Marketing I. What Is Branding?. “Name, term, design, symbol, or combinations of these elements that identifies a product or service and distinguishes it from its competitors” Used to identify one product, a family of related products, or all products of a company.

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Branding

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  1. Branding Marketing I

  2. What Is Branding? • “Name, term, design, symbol, or combinations of these elements that identifies a product or service and distinguishes it from its competitors” • Used to identify one product, a family of related products, or all products of a company

  3. Role Brands Play in Marketing Strategy • Builds product recognition • Creates customer loyalty • Establishes an image • Offers a standard of quality • Differentiates products from their competitors • Capitalizes on brand exposure • Adds value to the product

  4. Brand Name • Brand name:spoken part of a brand, which is used to distinguish a product from its competitors • Example: Barbie, Pepsi, Big Mac, Pop-Tarts

  5. Elements Of The Brand • Trade name: corporate brand identifies and promotes a company or division of a particular corporation • Example: Dell, Nike, Yahoo! • Brand Mark: unique symbol, coloring, lettering, or other design • Example: Swoosh • Trade characters: specific type of brand mark, one with human form or characteristics • Example: Keebler Elves • Trademarks: word, name, symbol, device, or a combination of these elements • Example: McDonald’s Golden Arches

  6. National Brand • National Brand:owned and initiated by national manufacturers or by companies that provide services • Example: Hershey Foods, Whirlpool, Ford • Used to attract customers

  7. Private Brand • Private Brand:developed and owned by wholesalers and retailers (i.e. Store Brand) • Example: Walmart George, Radio Shack • Used to boost profit and build customer loyalty

  8. Generic Brand • Generic Brand:products to do not carry a company identity • Example: Pancake mix, paper towels • Priced 30-50% lower than national brands • Priced 10-15% lower than private brands

  9. Common Brand Strategies • Brand extension:uses an existing brand name to promote a new or improved product in a company's product line • Example: Ocean Spray extended cranberry juice line by adding CranApple, CranGrape, and CranCherry • Brand licensing:companies allow other organizations to use their brand, brand mark, or trade characters • Example: NFL has licensing arrangements with Pepsi & Visa • Mixed brands: offer a combo of national, private, and generic brands to sell products • Example: Michelin manufactures its own brand of tires as well as sells them at Sears under the Sears brand name. • Co-branding: combines one or more brands in the manufacture of a product or in the delivery of a service • Example: Starbucks has an agreement with Barnes & Noble to open coffee shops inside their bookstores

  10. Branding Video Lessons • http://www.youtube.com/watch?v=BVMgXjHiK0o&feature=youtu.be ( Brand Mark Change) • https://www.youtube.com/watch?v=JKIAOZZritk (What is Branding?) • https://www.youtube.com/watch?v=k5016fh7TgQ (What is a Brand?)

  11. Activity – 50 points Work independently or with a partner to create a PPT slide presentation demonstrates a “time line” of your day and identifies the brands that are part of your life. All brands included in your presentation need to be “school-friendly”…no mention of any substances or products that would be inappropriate in accordance to school policies and expectiations.

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