Branding

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

Branding

by Vishal Wadekar on Aug 08, 2007

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Branding Presentation Transcript