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