Branding Chapter 31.1
Warm-up <ul><li>Thursday –  </li></ul><ul><li>Name one popular brand and explain what you think that company does to make ...
Warm-up <ul><li>Friday – </li></ul><ul><li>What is the difference between a corporate brand and a product brands?  Give an...
Agenda <ul><li>Introduction to Branding </li></ul><ul><li>Branding Elements and Strategies </li></ul><ul><li>Group Activit...
Branding <ul><li>Brand </li></ul><ul><ul><li>A name, term, design, or symbol (or combination of them) that identifies a bu...
Branding <ul><li>Two types of Brands </li></ul><ul><ul><li>Corporate Brand </li></ul></ul><ul><ul><ul><li>(exp. Coca-Cola,...
Branding <ul><li>Brand Name </li></ul><ul><ul><li>The word, group of words, letters or numbers representing a brand that i...
Branding <ul><li>Brand Mark </li></ul><ul><ul><li>Part of the brand that is the symbol or design </li></ul></ul>
Branding  <ul><li>Trade Name </li></ul><ul><ul><li>Identifies the company or a division of a particular corporation (legal...
Branding <ul><li>Trade Character </li></ul><ul><ul><li>Brand mark with a human form or characteristics </li></ul></ul>
Branding <ul><li>Trademark </li></ul><ul><ul><li>Brand name, brand mark, trade name, trade character, or a combination of ...
Branding <ul><li>Example: </li></ul><ul><li>General Mills (corporate/family brand) </li></ul><ul><ul><li>Pillsbury (produc...
Branding <ul><li>Group Activity </li></ul><ul><ul><li>Draw, label and define for your product </li></ul></ul><ul><ul><ul><...
References: <ul><li>http://danpankraz.files.wordpress.com/2009/08/nike_swoosh.jpg </li></ul><ul><li>http://indianaintellec...
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Branding Elements

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Branding Elements

  1. 1. Branding Chapter 31.1
  2. 2. Warm-up <ul><li>Thursday – </li></ul><ul><li>Name one popular brand and explain what you think that company does to make that brand successful. </li></ul>
  3. 3. Warm-up <ul><li>Friday – </li></ul><ul><li>What is the difference between a corporate brand and a product brands? Give an example for each. </li></ul>
  4. 4. Agenda <ul><li>Introduction to Branding </li></ul><ul><li>Branding Elements and Strategies </li></ul><ul><li>Group Activity </li></ul>
  5. 5. Branding <ul><li>Brand </li></ul><ul><ul><li>A name, term, design, or symbol (or combination of them) that identifies a business or organization. </li></ul></ul>
  6. 6. Branding <ul><li>Two types of Brands </li></ul><ul><ul><li>Corporate Brand </li></ul></ul><ul><ul><ul><li>(exp. Coca-Cola, McDonald’s, Keebler, etc) </li></ul></ul></ul><ul><ul><li>Product Brand </li></ul></ul><ul><ul><ul><li>(exp. Pepsi, Coke, Oreo’s, Big Mac, etc.) </li></ul></ul></ul>
  7. 7. Branding <ul><li>Brand Name </li></ul><ul><ul><li>The word, group of words, letters or numbers representing a brand that is spoken. </li></ul></ul><ul><ul><ul><li>(exp. Mountain Dew, G2, Cheerio’s, Coach, etc.) </li></ul></ul></ul>
  8. 8. Branding <ul><li>Brand Mark </li></ul><ul><ul><li>Part of the brand that is the symbol or design </li></ul></ul>
  9. 9. Branding <ul><li>Trade Name </li></ul><ul><ul><li>Identifies the company or a division of a particular corporation (legal name the company uses to do business) </li></ul></ul><ul><ul><ul><li>(for exp. Dell, Kellogg’s, and Xerox) </li></ul></ul></ul>
  10. 10. Branding <ul><li>Trade Character </li></ul><ul><ul><li>Brand mark with a human form or characteristics </li></ul></ul>
  11. 11. Branding <ul><li>Trademark </li></ul><ul><ul><li>Brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government </li></ul></ul>
  12. 12. Branding <ul><li>Example: </li></ul><ul><li>General Mills (corporate/family brand) </li></ul><ul><ul><li>Pillsbury (product/individual brand) </li></ul></ul><ul><ul><ul><li>Ready to Bake Chocolate Chip Cookies </li></ul></ul></ul><ul><ul><ul><li>Trade Name-General Mills, Inc. </li></ul></ul></ul><ul><ul><ul><li>Brand Mark Trade Character </li></ul></ul></ul>
  13. 13. Branding <ul><li>Group Activity </li></ul><ul><ul><li>Draw, label and define for your product </li></ul></ul><ul><ul><ul><li>Corporate Brand </li></ul></ul></ul><ul><ul><ul><li>Individual Brand </li></ul></ul></ul><ul><ul><ul><li>Brand Mark </li></ul></ul></ul><ul><ul><ul><li>Trade Name </li></ul></ul></ul><ul><ul><ul><li>Trade Character </li></ul></ul></ul><ul><ul><ul><li>Trademark </li></ul></ul></ul><ul><ul><ul><li>Additional Information included </li></ul></ul></ul>
  14. 14. References: <ul><li>http://danpankraz.files.wordpress.com/2009/08/nike_swoosh.jpg </li></ul><ul><li>http://indianaintellectualproperty.files.wordpress.com/2009/09/mcdonalds.jpg </li></ul><ul><li>http://www.chinatraderonline.com/Files/Household/Sports%20and%20Outdoor%20Living%20Products/PU-Ball/PU-Pepsi-Ball-22374555386.jpg </li></ul><ul><li>http://graysmatter.codivation.com/content/binary/greengiant.jpg </li></ul><ul><li>http://questgarden.com/04/10/3/051008144204/images/keebler_2.jpg </li></ul><ul><li>http://blogs.citypages.com/food/Pillsbury.jpg </li></ul><ul><li>http://images.google.com/imgres?imgurl=http://4.bp.blogspot.com/_MvemY4xftAM/SJUwgOf0LVI/AAAAAAAAAG0/P_2x4Pq7Jpo/s400/Trademark1.png&imgrefurl=http://nexusdesigninc.blogspot.com/2008_08_01_archive.html&usg=__gE22qJUlzLSfBH7Wg9Oaj0PRD_k=&h=349&w=400&sz=31&hl=en&start=5&um=1&tbnid=E1U9Qu-Ht3l36M:&tbnh=108&tbnw=124&prev=/images%3Fq%3Dtrademark%26hl%3Den%26rlz%3D1T4ADBR_enUS302US303%26sa%3DN%26um%3D1 </li></ul><ul><li>http://www.generalmills.com/corporate/company/international/images/med_res_packaging/PB_Logo.gif </li></ul>

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