Key Terms
Brand
Brand name
Trade name
Brand mark
Trade character
Trade mark
National brands
Generic brands
Brand extension
Brand licensing
Mixed brand
Co-branding
Branding Elements and Strategies
Objectives:
 Discuss importance of branding
 Identify key branding elements
 List three different types of brands
 Explain how branding strategies are used to meet
sales and company goals
Branding should relate directly toward a
company or product’s Target Market
Job one = define Target Market
Brand is a name, term, design, symbol or combination of
these elements that identifies a product or service and
distinguishes it from its competitors. Elements include:
 Brand and Trade names
 Trade and brand marks, and trade characters
Elements of Branding
Brand Name – word, group of words or letters that represent a
product or service (Pepsi, Big Mac, Swiffer)
Trade Name – identifies and promotes a company or division of
a particular corporation (Nike, Kellogg’s, Disney)
Brand Mark – Visually recognizable unique symbol, coloring,
lettering or other design element.
Trade Character – brand mark that has human form
Trademark – when legal protection is provided by federal
government for any of the above. The
or (*) symbol will
appear.
Types of Brands
Three classifications of brands, one for each
type of company
1. National brands (manufacturers – Coca-Cola)
2. Private distributor brands (wholesalers and retailers –
Kirkland brand at Costco)
3. Generic Brands
Branding Strategies
Branding Strategies
connect
Product
to
Target Market
Brand extensions – use of an existing brand to promote a
new or improved product (National Geographic magazine
extended to National Geographic Channel)
Brand licensing – legal authorization for a company to use
a trademarked brand (college named clothing)
Mixed branding – Combination of manufacturer, retailer
or distributor for mutual benefit (Reese’s Pieces used in
Dairy Queen Blizzard)
Co-branding – Combining of one or more brands in a
single product (Starbucks location inside Safeway)
Known for its 31 flavors, the company worked that element into its B and R
logo.
Look closely at the two T's, and you'll see two people sharing chips and
salsa
When the Big Ten added an 11th team in 1990, it didn't want to tweak its
name, so it included an 11 in the logo
world's biggest bike competition features an R that looks like a cyclist
The arrow between the E and the X symbolizes the company's speed and
efficiency
The C also doubles as a chicken for this company famous for its chicken
sandwiches
Hidden within this adorable elephant are an F and W for 'Fort Worth
The Atlanta Falcons' logo acts as both a falcon and an F
Toblerone's home is Bern, Switzerland, also known as 'City of Bears,' so
the company included a bear crawling up a mountain in its logo
Goodwill's smiley face also doubles as a lower-case G
Check out this yogi's pose — where her hand and leg meet forms an
outline of Australia
The logo for California's Mammoth Mountain ski resort uses tusks to create
an M and also as a woolly mammoth
The arrow points from A to Z showing how the company sells anything
you'd ever want ... it also doubles as a smile
Elefont, a tool to create 3-D text, slyly worked an elephant's trunk into its
trademark E
Parent company Quiksilver created its Roxy logo by doubling its own
design in the shape of a heart
The V and the A in Sony's logo are meant to represent an analog sound
wave, while the I and O stand for binary digits, evoking the digital age
Who doesn't love a kiss? Take a peek between the K and the I for an extra
one hiding out
The Washington State Cougars used their initials to create one fearsome
feline
Look closely at the London Symphony Orchestra's initials in this logo, and
you'll see a maestro leading the music
With a clever use of negative space, the Pittsburgh Zoo pays homage to
wide array of wildlife. Look for ape, lioness, dolphins.
This logo was designed by professor Vaughan Pratt of the Stanford
University. Having a clever ambigram you can read the brand name in
every direction; horizontally and vertically
LG – Life is good especially when playing Pac Man!
Snooty Peacock is a jewelry store. Their incredible logo includes a woman
wearing jewelry and the negative space peacoc!
First of all you can see the letters N and W, the first two letters of the brand
name. But what most people don’t see is the compass that points to the
Northwest, another reference to the brand name
The Bronx Zoo logo shows the animals within a city with tall building.
Smart play with positive and negative spaces.
The T in the logo of TaylorMade – a golf equipment company – forms the
bottom of a driver.
Assignment
Work independently and THINK. Walk through your notes, the text or look on the
SWIFT site and review this PowerPoint. For each definition, write down a specific
real life example. You may not use those listed here or given in the text.
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Brand name
Trade name
Brand mark
Trade character
Trade mark
National brands
Generic brands
Brand extension
Brand licensing
Mixed brand
Co-branding