What is a Brand?
A
brand is a name, term, design, symbol,
or combination of these elements that
identifies a product or services and
distinguishes it from its competitors
When is a Brand Used?
 Identify
one product, a family of related
products, or all products of a company
 Each

brand is different
Some may want to portray a brand that is
known for quality and reliability
• Another may want to portray fun and excitement
Importance of Brands
 To
build product recognition and customer
loyalty
 To
ensure quality and consistency
 To
capitalize on brand exposure

Introduce new product lines
Generating Brand Names
 75%
of all companies introduce a new
product name every year.
 250,000
trademarks are registered per
year
 60%
of all companies conduct market
research to test new brand names before
they are released to the public

Once they are established, they are rarely
ever changed
Elements of Branding
1.
Brand Name
2.
Trade Name
3.
Brand Mark
4.
Trade Character
5.
Trademark
1. Brand Name
 Also

called a product brand
A word, group of words, letters, or numbers
• Represent a product or service
 An



effective brand name:
Easily pronounced
Distinctive
Recognizable
 Examples

PT Cruiser, Pepsi, Barbie, Pop-Tarts, Big Mac
2. Trade Name

Also called corporate brand

Identifies and promotes a company or a division of a
particular corporation

The legal name that a company uses when it does
business

Trade Names support Brand Names

Examples





Procter & Gamble
Dell
Disney
Nike
Yahoo!
3. Brand Mark
 Unique
symbol, coloring, lettering, or other
design elements
 Recognizable
 Does
visually
not need to be pronounced
4. Trade Character
 Specific
 Has
type of Brand Mark
human form or characteristics
 Icons
5. Trademark

Word, name, symbol, device, or a combination
of these elements that is given legal protection
by the federal government

Used to prevent other companies from using a
similar element that might be confused with the
trademarked one
®
means “registered trademark”
Types of Brands
 National
 Private
Brands
Distributor Brands
 Generic
Brands
National Brands
 Also
called producer brands
 Owned
by national manufacturers or
companies that provide services
 Examples


Hershey
Whirlpool
Private Distributor Brands
 Also
called private brands or store brands
 Developed
and owned by wholesalers and
retailers
 Examples



Radio Shack
Kohl’s
Wal-Mart
Generic Brands

Products that do not carry a company identity

Their packages usually features a description
of the product


“Pancake Mix”
“Paper Towels”

Generally sold in grocery stores

Often priced 10-15% lower than private
distributor brands
Branding Strategies
 Brand
Extension
 Brand
Licensing
Brand Extension
 Uses
existing brand name to promote new
or improved product in a product line
 Ocean




Spray drinks
Originally just did cranberry juice
CranApple
CranCherry
CranGrape
Brand Licensing
 When
companies allow other
organizations to use their brand, brand
mark, or trade character
 This
is done to increase revenues and
enhance their company image

NFL has licensing arrangements with Pepsi
and Visa
• People who like the NFL may use Visa or drink
Pepsi
Class Activity
 Brand
Webquest