Elements and Strategies
What is branding?
 Name, term, design, or symbol that identifies a
business or organization
Brand Name
 Word, group of words, letters, or numbers representing a
brand that can be spoken.
 Brand name products cost more than similar unbranded
products because of higher advertising costs.
Brand Mark
 Part of the brand that is a symbol or design
 May include distinctive coloring or lettering
 Element of the brand that usually is not spoken
Trade Name
 Identifies the company or a division of a particular
corporation.
Brand Name
Trade Name
Cereal
Cereal manufacturer
Car
Car manufacturer
Athletic shoes
Shoe manufacturer
Trade Character
 A brand mark with human form or characteristics
 Bird Eye’s Jolly Green Giant
 Kellogg’s Tony the Tiger
 Pillsbury Doughboy
Trademark
 Brand name, Brand mark, Trade name, trade
character, or a combination of these that is given legal
protection by the federal government.
 Cannot be used or misused by other companies
 Harley-Davidson applied for a sound trademark
consisting of the exhaust sound from its motorcycle
engine
 Boston Duck Tours received a sound trademark for the
sound of a human voice making duck-like quacking
noises
Apply the terms
 Locate the brand name, brand mark of
the brand on the left.
Locate the trade name, trade
character, trademark
Why are brands important?
 Helps build customer loyalty
 Products carrying the same brand are of a consistent
quality
 Can address new target markets
 Establishes an image
Types of Brands
 Manufacturer Brands
 Owned and initiated by manufacturers

General Electric, Heinz
 Indicate a standard quality and price
 Private Distributor Brands
 Owned and initiated by wholesalers and retailers
 The manufacturer’s name does not appear on the
product

Radio Shack, Kmart
 Appeal to customers who want the quality and
performance of manufacturer brands at a lower price
Types of Brands
 Generic Brands-represent a general product category
and do not carry a company or brand name.
 Often priced 30-50% lower than manufacturer brands
and 10-15% lower than the private distributor brands
Branding Strategies
 The way companies use brands to meet sales and
company objectives
 Brand Extension
 Brand Licensing
 Mixed Brands
 Co-branding
Brand Extension
 A branding strategy that uses and existing brand name
of an improved or new product in the product line.
 Starbuck ice cream
 Companies can reduce the risk of failure by using an
already established brand name.
 Brand dilution occurs when the original brand has
been stretched to include too many products
Brand Licensing
 The legal authorization by a trademarked brand owner
to allow another company to use its brand, brand
mark, or trade character for a fee
 Enhance their company image and sell more of their
core products
Mixed Brands
 Involves simultaneously offering a combination of
manufacturer, private distributor, and generic brands.
 Allows a business to reach several target markets
Co-Branding
 Combines one or more brands to increase customer
loyalty and sales for each individual brand.
 Limited edition 2000 Harley-Davidson F-150 pickup
truck
 Starbucks has an agreement with Barnes & Nobles
bookstores to open coffee shops inside the store
 Works best if both companies complement each other
and each brand receives equal billing in
advertisements, direct mail, and other promotions