CSFRST 2300 Branding Course at The Ohio State University

1. What is a brand?

2. Brand
● Comes from an Old Norse word, “brandr”- meaning to burn.
● Owners of livestock burned a symbol in their skin to distinguish who owned them.
● Livestock traders identified quality of animals by whose name they had.

3. BRAND DEFINITION
Brand is a concept (promise of value) with a specific visual identity (distinct features)
•Brand = Tangible + Intangible features
•Tangible or concrete features = logo, slogan, tagline (part of the logo), actual product,
Packaging
•Intangible features = abstract brand values (will be explored further)

4. TRADEMARKS - LEGAL PROPERTY
Brand logos, symbols, slogans and taglines can be registered
Elements of design that are specific signifiers of a brand can be registered
“Quality never goes out of style”
(marketing slogan registered by Levis)

5. TRADEMARKS - LEGAL PROPERTY
Symbols for registered trademark
•Luxury brands include authentic code
•Helps against piracy
•Ex. Burberry protected design in 1924

6. Slogan & tagline
● Tagline = part of LOGO and visual identity (consistent)
● Slogan = related with campaign (changing)
Ref.“Fashion Marketing” Book –Mike Easey
" Where dreams come true"
"I'm going to Disneyland”
"Where the magic began"
"Happiest homecoming on Earth"

7. Logos, taglines & Slogans

8. Brand structure
The Brand “Onion model” : Core identity + extended identity
Core identity is consistent across the time
Extended identity can and should be updated (Brands have to stay
relevant and up to date)
● Core identity or brand essence can be described as brand’s heart, spirit or soul!
● Brand has to articulate core identity consistently

9. Core identity Stella McCartney = Vegan brand (Essence)
We are the world’s first and only vegetarian luxury brand. We do not think that any animal should give their life for
the sake of fashion. We do not use and have never used leather, skins, feathers or fur in any of our products,
collaborations or licensed products. This is a decision that we stand behind both ethically and environmentally.

10. Extended identity
Stella McCartney = Sustainable brand (additional value)
We understand that it is our responsibility to do what we can to become a more sustainable
company. We take responsibility for operating a business and maintaining a supply chain that
respects the planet as well as the people and animals on it.

11. Brand functions
● Names guarantee product quality
● Guide purchasing behavior
● Provide safety & reduce risk
● Develop relationship between consumers & products
● Emotional attachment
Branding purpose: create connection, generate emotional response, build loyalty, sell, provide
reassurance …

13. brands
Somehow, BRANDED goods are viewed as better than unbranded or brands we don’t know.

14. brand
An entity with a distinct idea expressed in features (of product or experience) with a
promise of value relevant to user. A successful brand has:
● Strong identity
● Distinctive features
● Promise of value
● Consistency
● Clear image

15. Brands are financial assets

16. What is a brand?
Continued

17. Many kinds of brands
Public brands – products are widely distributed, and usually nationally advertised, ex.:
Private label brands – products that are exclusively owned by a retailer and only available at
that retailer, ex.:
Macy’s sears

18. Fashion brands
A fashion brand – the cumulative image of a fashion product or service with specific elements
or characteristics, distinct from other brands.
There are different categories of fashion products, each with multiple brands. Can also
distinguish between mass market and luxury brands.

19. Hospitality brands
Hospitality brands – the cumulative image of a hospitality product or service with specific
elements or characteristics, distinct from other brands; primarily hotels and restaurants.
There are different product categories, as well as luxury and mass market brands.

20. Sport industry brands
Sport industry brands --the cumulative image of a sport industry product or service with
specific elements or characteristics, distinct from other brands.
● Primarily teams (professional and amateur), sporting goods (manufacturing and retail),
high school and college athletics, outdoor sports.
● Sports tourism, fitness & recreation services (ex., gyms & courses there), sport marketing
firms

21. Special event brands
● Weddings
● Bar/bat Mitzvahs
● Sweet 16 birthdays, Quincéanera
● Proms
● Beauty pageants
● Body building/fitness events
● Music concerts, Burning Man festival, etc.
● Fashion shows
● Banquets
● Etc.

22. Brands vs. Branding
“brands” are different from “Branding”.
Brands are nouns – things (products, services).
Branding is a verb – to brand something is to make it known to the consumer, to
communicate its message with symbols & elements.
Nike is a brand of shoes and athletic gear.

23. Brands vs. Branding
To make the products come alive for the consumer, different branding strategies have
included:
● Famous visual swoosh image – suggests speed
● “Just do it” slogan.
● Corporate sponsorship of Olympic athletes, college athletes (ex., OSU athletic equip contract
– giving $215 mil. for educational purposes, $1.4 mil to coach)
● Social responsibility efforts – some good, others not

24. BRANDING
The standardization of quality products forced companies to find new ways to distinguish
themselves (modern Branding was born)
•Branding is a mechanism by which a company creates and manages a brand and conveys
value and messages that underpin the brand to its customers
•1950 - companies introduced Brand management as a strategy that controls the Brand
“Branding is the process by which brand images and intangible values get inside our heads”

25. The brand as a business concept
● Brand development – creating elements of a brand
● Brand building – creating awareness among consumers
● Brand loyalty – building loyalty or continued purchases
● Brand strategy – supporting business objectives (usually growth)
● Brand management – managing products, identity, growth, profit

27. Brand Manager
Responsibilities include:
•Analyzing how our brand is positioned in the market
•crystalize targeted consumers insights
•Provide the vision, mission, goals and improvement strategies
•Translating brand strategies into brand plans, brand positioning and go-to-market strategies
•Innovate marketing campaigns
•Measure and report performance of all marketing campaigns
•Monitor market trends
•Research consumer markets and competitors’ activities to identify opportunities and key issues