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Branding & Licensing
Brands <ul><li>name, words, symbol, or design that identifies an organization </li></ul><ul><li>Brand Name  – words or cha...
Brand Equity <ul><li>Brand Equity  - the value a brand has beyond its functional benefits </li></ul><ul><li>can become a c...
Establishing a Brand Name <ul><li>Steps: </li></ul><ul><li>Develop </li></ul><ul><li>Link </li></ul><ul><li>Help </li></ul>
Types of Brands <ul><li>Manufacturer </li></ul><ul><li>Intermediary </li></ul><ul><li>Generic </li></ul>
Manufacturer Brands <ul><li>owned by the producer of the product </li></ul><ul><li>Strategies: </li></ul><ul><li>Multi-pro...
Intermediary Brands <ul><li>name developed by the wholesaler, retailer, or catalog house </li></ul><ul><li>contract with m...
Generic Brands <ul><li>represents a general product category </li></ul><ul><li>label usually describes contents </li></ul>
Developing Brand Names <ul><li>Offer a benefit </li></ul><ul><li>Be simple </li></ul><ul><li>Be different and positive </l...
Licensing <ul><li>an agreement that gives the right to use another’s brand name </li></ul><ul><li>Merchandise licensing </...
Sponsorships & Endorsements <ul><li>payment for a right to be associated with a brand </li></ul><ul><ul><li>signage </li><...
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Branding & Licensing

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Branding & Licensing

  1. 1. Branding & Licensing
  2. 2. Brands <ul><li>name, words, symbol, or design that identifies an organization </li></ul><ul><li>Brand Name – words or characters that represent a name </li></ul><ul><li>Trade Mark – device that legally identifies ownership </li></ul><ul><li>Brand Personality – attaching human characteristics to a brand name </li></ul>
  3. 3. Brand Equity <ul><li>Brand Equity - the value a brand has beyond its functional benefits </li></ul><ul><li>can become a competitive advantage </li></ul>
  4. 4. Establishing a Brand Name <ul><li>Steps: </li></ul><ul><li>Develop </li></ul><ul><li>Link </li></ul><ul><li>Help </li></ul>
  5. 5. Types of Brands <ul><li>Manufacturer </li></ul><ul><li>Intermediary </li></ul><ul><li>Generic </li></ul>
  6. 6. Manufacturer Brands <ul><li>owned by the producer of the product </li></ul><ul><li>Strategies: </li></ul><ul><li>Multi-product – use 1 name for all products </li></ul><ul><li>Multi-branding – each product uses its own brand name </li></ul><ul><li>Co-branding – combine 1 or more brands to increase brand loyalty </li></ul>
  7. 7. Intermediary Brands <ul><li>name developed by the wholesaler, retailer, or catalog house </li></ul><ul><li>contract with manufacturer to make products that are sold under their name </li></ul>
  8. 8. Generic Brands <ul><li>represents a general product category </li></ul><ul><li>label usually describes contents </li></ul>
  9. 9. Developing Brand Names <ul><li>Offer a benefit </li></ul><ul><li>Be simple </li></ul><ul><li>Be different and positive </li></ul><ul><li>Reflect an image </li></ul><ul><li>Previously unregistered </li></ul><ul><li>Make it last </li></ul>
  10. 10. Licensing <ul><li>an agreement that gives the right to use another’s brand name </li></ul><ul><li>Merchandise licensing </li></ul>
  11. 11. Sponsorships & Endorsements <ul><li>payment for a right to be associated with a brand </li></ul><ul><ul><li>signage </li></ul></ul><ul><ul><li>entitlements </li></ul></ul><ul><ul><li>facility entitlements </li></ul></ul><ul><ul><li>product exclusivity </li></ul></ul><ul><li>Endorsement – statement of approval </li></ul>

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