Product, Branding, and Packaging Decisions
Additional Notes (p. 238 to p. 264)
Exhibit 9.4 What Makes a Brand (Brand Elements)

Names
> spoken component of branding
> can either describe the product or service/product characteristics and/or be composed of words
invented or derived from colloquial or contemporary language
> examples: Comfort Inn, Apple, or Accenture

URLs
> location of pages on the internet, which often substitutes for the firm's name, such as Yahoo!
and Amazon

Logos and Symbols
> visual branding elements that stand for corporate names or trademarks
> symbols: logos without words

Characters
> brand symbols that could be human, animal, or animated

Slogans
> short phrases used to describe the brand or persuade consumers about some characteristics of
the brand

Jingles
> audio messages about the brand that are composed of words or distinctive music

Distinctive packages
Exhibit 9.7 Brand Overview
Branding
A. Brand Equity




Brand awareness
Perceived Value
Brand Associations
Brand Loyalty
B. Brand Ownership Strategies


Manufacturer or National Brand
Store or Private Label

Generic
C. Brand Name Strategies



Corporate or Family Brand
Corporate and Product Line Brand
Individual
Choosing a Brand Name (Desirable Qualities)
1. Brand name should be descriptive and suggestive of benefits and qualities associated with the
product
2. Brand name should be easy to pronounce, recognize, and remember
3. The company should be able to register the brand name as a trademark and legally protect it
4. For companies looking to global markets, brand name should be easily translated into other
languages
Benefits of Brand extension
A. Because the brand name is already well-established, the firm can spend less in developing
consumer brand awareness and brand associations for the new product.
B. If the brand is known for its high quality, the perception will carry over to the new product.
C. When brand extensions are used for complementary products, a synergy exists between the two
products
Avoiding Negative Consequences of Branding Extensions
A. The fit between the product class of the core brand and that of the extension should be carefully
evaluated by marketers.
B. Firms should carefully evaluate consumer perceptions of the attributes of the core brand and seek
out similar attributes for the extension because brand-specific associations are very important for
extensions.
C. Firms should refrain from extending the brand name to too many products and product categories
to avoid diluting and damaging brand equity.
D. Firms should consider whether the brand extension will be distanced from the core brand.