Sem i 601

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Sem i 601

  1. 1. 6.01 Explain the concept of branding
  2. 2. Forms of Branding A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services
  3. 3. Forms of Branding A corporate brand represents the entire company or organization For example, Coca-Cola, McDonalds, Kraft or Microsoft
  4. 4. Forms of Branding A product brand represents a specific product of a company or organization For example, Diet Vanilla Coke, Big Mac, or Windows XP
  5. 5. Forms of Branding A private distributor brand, also called a store brand For example, Radio Shack brand of batteries, Lowe’s brand of macaroni and cheese
  6. 6. Components of a brand name1. Includes all of the combined impressions and experiences associated with a particular company or product For example, McDonalds makes the customer think about quick food, low prices, and consistent service
  7. 7. Components of a brand name1. Brand identity consists of a spoken name and corresponding design, logo, or symbol For example, Coca-Cola and the Coke “swirl” or Nike and the Nike “Swoosh”
  8. 8. Components of a brand name1. Brand image is the consumer’s belief about the company and/or its goods or services Quality, price and value may affect a brand’s image
  9. 9. Components of a brand name1. Brand equity is the perception of added value a product has as a result of its brand name A highly recognizable brand has a high level of brand equity Is an intangible perception or memory
  10. 10. Benefits of brand equity Include: 1. Brand name recognition or awareness 2. Customer loyalty 3. Perceived quality 4. Strong emotional or mental associations
  11. 11. Brand equity as an asset Coca Cola $69 billion Microsoft $65 billion Disney $32.6 billion American Express $17 billion Ericsson $7 billion
  12. 12. Forms of trademarksTrademark: Word, phrase, symbol, or design that identifies and distinguishes the company from others Has legal protection through the U.S. Patent and Trademark Office
  13. 13. Forms of trademarksService Mark: Same as a trademark, but for service
  14. 14. Forms of trademarksTrademark ™ or Service mark SM: Used by company to claim rights/ownership to a trademark or service mark®: May be used by company after registering TM or SM with the U.S. Patent & Trademark Office (www.uspo.gov)
  15. 15. Forms of trademarksTrade character: Personified symbol that represents the brand name For example, Mickey Mouse for Disney, Captain Fear for Tampa Bay Buccaneers, or STORMY for the Carolina Hurricanes
  16. 16. Elements that make a brand successful1. Easy to pronounce and free from negative connotations For example, Tide or New Balance
  17. 17. Elements that make a brand successful1. Short and easy to remember and recognize For example, Nike or Epic records
  18. 18. Elements that make a brand successful1. Describe the products features and/or benefits For example, Arcticat Snowmobiles or Goodyear Aquatred
  19. 19. Elements that make a brand successful1. Consistent with the image of the product For example, Snackwells or FedEx
  20. 20. Elements that make a brand successful1. Must be distinctive enough to not infringe on any copyrights or other trademarks Should be capable of legal protection and registration

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