1. The Importance of Branding
• A Brand is a name, word
or words, symbol, or
design that identifies an
organization and its
products

2. What’s in a Name?
• A brand name is a word or words, letters, or
numbers representing a brand that can be spoken

3. What’s in a Name?
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Branding is important for building customer loyalty
People become repeat customers
Helps companies introduce new products
Creates an image for the product

4. Trade Names
• A trade name is a legal
name of a company.
• A trademark is a device that
legally identifies ownership
of a registered brand or
trade name
• Example: Reebok™

5. Brand Equity $$
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Brand Equity is the value a brand has beyond its
actual functional benefits.
To develop brand equity
1. Develop in customers mind
2. Link the products name to function
3. Help consumers think and feel

6. Brand Equity $$
•
•
Brand Equity is the value a brand has beyond its
actual functional benefits.
To develop brand equity
1. Develop in customers mind
2. Link the products name to function
3. Help consumers think and feel