Branding What is Branding
Branding Branding is establishing an identity for a product that differentiates it from the competition. It is made up of a brand name, logo, slogan, and trademark and creates brand loyalty.
BRAND LOYALTY Brand loyalty is what happens when consumers make repeatpurchases of the same brand A brand creates faith in the consumer The consumer knows whattoexpect andhas confidence in what they buy.
Brand Name A brand name is the letters, words or numbers that can be verbalized
What makes a good brand name? • Suggest a product benefit • Be memorable, distinctive and positive • Fit the company or product category • Have no legal or regulatory restrictions • Be short, simple and easy to remember • Be easy to translate • Be easy to pronounce • Be easy to recognize (Brand Fresh in your mind exercise)
WHY BRAND? to conveytheimage of the product to build and retain customer'sloyalty to gaina position in the market to aid advertising to aid promotion
Why are brands used? Brands are used to differentiate a product or service from its competition. This is called Product Differentiation. A brand helps shoppers to understand and remember a product or service and its benefits. Marketers hope that shoppers will remember their product before any other. This is called “top of mind”.
Benefits of a Good Brand • Brand leadership often maintained over long period of time • Brand extensions • Easy for consumers to identify goods or services • Assures purchasers of consistent quality • Can be advertised and recognized • Reduces selling time and effort • Reduces price comparisons • May be only thing that a competitor cannot copy • Adds prestige to commodities
Types of Brands A National Brand is a product which is branded by a manufacturer's brand and is typically supported by heavy advertising. Coca Cola and Heinz Ketchup would be examples of this.
Types of Brands A private Brand label is a brand that a retailer creates to exploit their corporate image Only that retailer can sell it It allows them to differentiate themselves (And control price and quality) Examples: Loblaw’s “President’s Choice” Shopper’s Drug Mart’s “Life” brand HBC’s “togo” brand
Types of Brands Generic Brands are also called no name brands. They are the lowestcostbecause the labeling and packaging is cheaper, and there is no promotion for this type of brand.
LOGO A logo is the part of the brand in the form of a symbol that is usually registered A brand mark and trademark are examples of a logo Show logo quiz
Types of logos • Monogrammatic Stylized writing of the company or product’s initials or a combination of initials and numbers • Visual symbols Line drawings of people, animals or objects. • Abstract symbols Shapes that carry a visual message but are not representative of identifiable objects.
SLOGAN Harvey’s makes a hamburger a beautiful thing” A slogan is a catchyphrase used to remind the consumer of a company or brand