1. Branding Marketing Objective 2.06

2. What is a Product Brand? • A name, term, symbol or design that identifies a product and distinguishes it from a competitor. • Product brands are trade names, brand names, brand marks, and trade characters.

3. Types of brands • Manufacture • Private • Family • Individual

4. Characteristics of Effective Brands • Easy to read, pronounce, and remember • Create appealing images • Distinctive • Adaptable • Appropriate packaging and advertising • Known benefits from products • Legally available

5. What can affect Brand name? • Bad publicity • Health scare • Disaster • Miracle • Endorsement

6. Why create a brand? • Product is easily identified • If you have $ to Promote… • Could be more profitable • Build loyalty and recognition • Creates jobs!!!!

7. Steps to brand creation • Brainstorm ideas • Set objectives • Brand acceptance across cultures • Test Marketing • Legal issues • Research names & Web addresses • Choose the best brand name for product

8. Brand strategies • Positioning • Extension • Licensing • Co-Branding