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Branding

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Transcript

  • 1. Branding
    Branding Elements and Strategies
  • 2. Brand
    Name, term, design, symbol or combination of these elements that identifies a product or service and distinguishes it from its competitors.
  • 3. How it is Used
    Identify one product
    A family of related products
    All products of a company
    Connote any number of benefits, features, or qualities
  • 4. Brands are Powerful!!!
  • 5. Elements of Branding
  • 6. Global Brands
    Projects an image of consistent quality in food and service
    Adapts menu
  • 7. Brand Name
    Word, group of words, letters, or numbers that represent a product or service
    Tips
    Easily be pronounced
    Distinctive
    recognizable
  • 8. Trade Name
    Identifies and promotes a company or a division of a particular corporation
  • 9. Brand Mark and Trade Character
    Brand Mark
    Trade Character
    Unique symbol, coloring, lettering, or other design element
    Visual
    Specific type of brand mark, one with human form or characteristics
  • 10. Trademark
    Word, name, symbol, device, or a combination of these elements that is given legal protection by the federal government
    ®
  • 11. Importance of Brands in Product Planning
    To build product recognition and customer loyalty
    To ensure quality and consistency
    To capitalize on brand exposure
  • 12. Generating Brand Names
    Computer software programs
    Branding agencies, naming consultants, or public relations firms
    Over 60% of all companies conduct market research to test new brand names before they are released
    Brand-loyalty research
  • 13. Types of Brands
    National Brands
    Owned and initiated by national manufacturers or by companies that provide services
    Hershey foods, Whirlpool, Sunoco, Ford
    Private Distributor Brands
    Developed and owned by wholesalers and retailers
    Radio Shack
    Generic Brands
    Products that do not carry a company identity

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