Branding is an often under-utilized tool in the small business owner's tool belt. The methods used to choose and build the brand are not clearly understood leaving a huge marketing opportunity untapped. Small Business Owners will learn to choose, build and protect the brands they use for their business, products and services. A company's brand can become a very valuable asset if the business chooses it properly and consistently builds it. - Choosing your names and brands - Methods for building and using the brand - How to protect your brands

1. Sigma Free
Presents…
What’s In a Name
The Power of Your Brand
Tuesday, April 13, 2010
6pm – 8pm
Sigma College of Small Business
6611 Jefferson St.
Haymarket, VA 20169
Provided by Sigma College of Small Business, Inc.

2. Agenda
Introductions
Keynote Topic
What’s In a Name?
The Power of Your Brand
Break – Refreshments and Networking
Ask Keynote Conclusion
Questions What’s In a Name?
Any Time The Power of Your Brand
What's In a Name? The Power of Your Brand 2
Copyright 2010 Sigma College of Small Business, Inc.

3. THE BRAND
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc.
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4. •Awareness
•Attitude
•Expectation
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 4

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Copyright 2010 Sigma College of Small Business, Inc.

6. The Top 8
What is a Brand? Global Brands
• Identify and Differentiate
– Name, term, sign, symbol, or design, or a combination
• Conveys the Identity of the Product
– Attributes
– Benefits
– Values
– Culture
• Brand Recognition –complete “identity” of the
product is conveyed through the brand
Branding is the art and cornerstone of marketing
BusinessWeek “100 Best Global Brands”
9/28/2009, p.50
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 6

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Copyright 2010 Sigma College of Small Business, Inc.

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Copyright 2010 Sigma College of Small Business, Inc.

9. Should a brand be developed for
Branding Decision the product?
Brand ‐ No Brand
Brand‐Sponsor Who should sponsor the brand?
Manufacturer, Distributor
Decision (private), Licensed
Brand‐Name What names should be put on Individual, Family, Separate,
Decision the products? Company/Individual
Brand‐Strategy What branding strategies should Line/brand extensions, Multi‐
Decision be used? brands, New brands, Cobrands
Brand‐Repositioning Should the brand be Brand reposition
Decision repositioned? No brand reposition
Adapted from Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch15.
Brand Decisions
A Brand is a name, term, sign, symbol, or design, or a combination of them, intended
to identify the goods or services of one seller or group of sellers and to differentiate
them from those of competitors. – American Marketing Association
What's In a Name? The Power of Your Brand 9
Copyright 2010 Sigma College of Small Business, Inc.

10. The Value of the Brand
• Calculating Value
– One: Project total future sales under brand
– Two: Estimate brand’s impact on earnings
– Three: Derive value from future net earnings
attributable to brand
• Other Factors
– Recognizable with non‐customers
– Market Leadership
– Stability “100 Best Global Brands”, Businessweek, September 28, 2005; p.50
The Point:
A VALUABLE BRAND has a significant impact on future earnings!
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 10

11. Brand Sponsor
Supplier
Manufacturer
Retailer
Craftsman Dell
Intel
Wegmans Coke
Nutrasweet
Product “Agent” AFLAC
Diet Coke, Inspiron, iPod, Accident Policy
Products can be branded at multiple levels
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Copyright 2010 Sigma College of Small Business, Inc.

12. Brand Naming Decision
• Desirable Qualities
– Suggests Product Benefits
– Positions Product Qualities
– Pronounce, Recognize, Remember
– Distinctive – won’t be confused with others
– Expandable – doesn’t limit where or what you do
• Tests
– Association – what images come to mind?
– Learning – easy to pronounce?
– Memory – is it memorable?
– Preference – which names are preferred?
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 12

13. Brand Strategy
How will you brand across multiple products!
Type Examples
Line Extension Honey Nut Cheerios
Silver, Gold and Platinum subscriptions
‐ multiple “features” under same brand
Brand Extension Honda – Cars, Motorcycles, Generators
Kodak – Film, Cameras, Printers, Software
‐ same brand across multiple products HP – Printers, Medical Equipment, Computers
Multibrands Chevrolet and GMC, Ford and Mercury
HP and Compaq, Seiko and Pulsar
‐ multiple brands in same category Courtyard Marriott and Fairfield Inn
New Brands Procter and Gamble – Product Branding
‐ new products desiring “separation”
Cobrands “Intel Inside”, Nutrasweet
AT&T and the iPhone, Motorola RAZR
‐ combine brands from multiple products Sears and H&R Block
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 13

14. Building the Brand
Brand > Name
Build the association between brand and identity
• Build the Identity
– Define Desired Perception
– Ensure Actual Delivery = Desired Perception
• Market to Desired Perception
• Consistency, Consistency, Consistency
– Consistently communicating and delivering
to the brand identity
– Critical to building the brand
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 14

15. Brand Building Campaigns
• Awareness and Attitude Objectives
– Advertising
– Integrated Marketing
• Consistently Communicate Brand
– Ads
– Presentations
– Networking
– Brand, colors, wording
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 15

16. Brand Protection
• Choosing the Brand
– Distinct – can’t be confused with others
– Not in use elsewhere
• Trademarks
– Non‐functional
– Distinguishes the goods or services of
one company from that of another
– Established with first use geographically
– Federal Registration – with intent to go
national
What's In a Name? The Power of Your Brand
Copyright 2010 Sigma College of Small Business, Inc. 16

17. Sigma College of Small Business
• Upcoming SigmaFree Classes Critical Business
– 4/20 – There’s Gotta be a Better Way! Areas
Happier Customers and Higher Profits Strategy and Planning
– 4/27 – Get More from Advertising ‐ Five Marketing and Sales
Questions to Ask Your Ad Agent Accounting and
Finance
• Focus Workshop
Operations and
– Leveraging the Online Social Network Quality
• Tuesday, May 4, 2010 Leadership and
• 10am – 2pm, $199 Administration
Technology and
Innovation
Dedicated to the Learning Needs of Small Business!
Copyright 2010 Sigma College of Small Business, Inc. 17