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Branding
 

Branding

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    Branding Branding Presentation Transcript

    • Brand Brand Name Trademark Generic Name Product Line Product Mix Individual offering Page 216
    • Co-Branding Two companies join to create a new product carrying both their brands.
    • 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
    • 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 Brand Page 216
    • 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
    • A brand that has been given legal protection and has been granted solely to its owner. Trademark
    • Generic Name Brand Generic Goods National Brand Private Brand
    • Examples of the 3 differences between a national brand, a private brand and a generic brand
      • Philadelphia Cream Cheese
      • IGA Cream Cheese
      • No Name brand cream cheese
    • National Brand products that carry the name of the manufacturer ie. Maxwell House coffee ie. Philadelphia cream cheese
    • Private Brand products that carry the name of the seller, not the manufacturer ie. MasterChoice coffee ie. IGA cream cheese
    • 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 categories ie. Velcro is the brand - “hooked fabric fastener” is the generic name ie. Xerox is the company “photocopy” is the generic name, - other examples???????? “rollerblades, Styrofoam” , Jello, Vaseline, Q-tips, Kleenex
    • Terms
      • non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc.
      Generic Goods
    • 1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Brand Loyalty Categories Page 220
      • Brand Recognition / Equity
      • Brand Preference / Loyalty
      • Brand Insistence __________________
      • Brand Awareness
      • Brand Association
      Page 220
      • 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 category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
      • Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire
      • Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
      Not in the text
      • Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’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
      • 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
      • Brand Awareness -your product is the first that comes to mind in a certain product category eg. ice tea = Snapple, running shoes = Nike
    • Most Valuable Global Brands Coca Cola $ 36 Billion Nescafe $ 11 Billion Kodak $ 10 Billion Microsoft $ 9.8 Billion Budweiser $ 9.7 Billion Kellogg's $ 9.3 Billion Brands Brand value Motorola $ 9.2 Billion Gillette $ 8.2 Billion Bacardi $ 7.1 Billion Marlboro $ 33 Billion Source: Financial World 14-2
    • Terms
      • brand trademark
      • logo copyright
    • Terms
      • 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
      page 473
      • 1. Manufacturers’/ National
        • a) Family
        • b) Individual
      • 2. Private - page 222 - see slide 31
      • 3. Generic - page 223 - see slide 31
      Brand Strategy Page 221