BRANDING
ELEMENTS AND
STRATEGIES
BRANDING DECISIONS
A brand is a name, term, symbol, or any other
unique element of a product that identifies
one firm’s product(s) and sets it apart from
competition
Brand Mark
• is the part of the brand that is a symbol or design.
Trade Name
• Identifies the company or a division of a particular corporation
Trade Character
• Brand name, brand mark, trade name, trade character, or combination of
these that is legal protected by the government
9-2
• Brand Mark with human form or characteristics
Trademark
IMPORTANCE OF BRANDS IN
PRODUCT PLANNING FOR SEVEN
REASONS
Builds Loyalty
Satisfies
Easily recognized
Quality
Address new markets
Help when introducing a new product
Establishes image
Brands should
• be memorable
• have a positive connotation
• convey a certain image
1-4
BRANDING STRATEGY
Brands are powerful assets that must be carefully
developed/managed.
Brands with strong equity have many competitive
advantages:
9-5
• High consumer awareness
• Strong brand loyalty
• Helps when introducing new products
• Less susceptible to price competition
BRAND PREFERENCE
Other, 8.60%
Coke, 46.70%
Coke
Pepsi
Other
1-6
Pepsi, 44.70%
BRAND STRATEGY
Brand Positioning
Brand Name
Selection
Brand Sponsorship
Brand Development
Three levels of
positioning:
• Product attributes
• Least effective
• Benefits
• Beliefs and values
• Taps into emotions
9-7
Key Decisions
BRAND STRATEGY
Brand Positioning
Brand Name
Selection
Brand Sponsorship
Brand Development
Good Brand Names:
• Suggest something about the
product or its benefits
• Are easy to say, recognize
and remember
• Are distinctive
• Are extendable
• Translate well into other
languages
• Can be registered and legally
protected
9-8
Key Decisions
BRAND STRATEGY
Brand Positioning
Brand Name
Selection
Brand Sponsorship
Brand Development
Manufacturer brands
Private (store) brands
• Costly to establish and
promote
• Higher profit margins
Licensed brands
• Name and character
licensing has grown
Co-branding
• Advantages / disadvantages
9-9
Key Decisions
BRAND STRATEGY
Brand Positioning
Brand Name
Selection
Brand Sponsorship
Brand Development
Line extensions
• Minor changes to existing
products
Brand extensions
• Successful brand names
help introduce new products
Multi-brands
• Multiple product entries in a
product category
New brands
• New product category
9 - 10
Key Decisions
MORE STRATEGIES
Brand Licensing
• Legal authorization by a trademarked brand owner to allow another
company to use its brand mark, trade character for a fee.
Mixed-Brand strategy
• offer a combination of manufacturer, private distributor, and
generic brands.
Co-Branding
• Combines one or more brands to increase customer loyalty and
sales for each individual brand.
BRAND STRATEGY
Line Extensions
May Feature Different:
Flavors
Forms
Colors
Ingredients
9 - 12
• Package Sizes
HOW 15 OF THE WORLD'S TOP
BRANDS GOT STARTED
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worksheet