It’s a brand brand world
Examples: Gap conveys cool,
contemporary
Nike represents energy, effort,
persistence
http://www.socialbakers.com/blog/36the-most-popular-brands-on-facebookin-first-half-of-2010/
Top 10 brand in 2010--facebook
Elements make up brand’s identity
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Brand names—words, letters,
numbers can be spoken
Logo or Brand symbol—cannot be
spoken like the Nike “swoosh”
A good brand name
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Short
Memorable
Describe product
features
Contribute
characteristics to the
product
Dell, Apple,
Rollerblade, Sunkist,
Nike
Some terms to know
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Trade character-symbols that are
personified
Values – what we believe in and
hold dear
Brand personality – includes brand
values and emotional connections
More terms
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Touch points – opportunities to
connect with customers –customer
experiences
Brand promise – it will consistently
deliver its characteristics and values
Levels of customer feelings/brand
loyalty
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Brand recognition – consumers are
aware of brand and know about it
Brand preference – consumers
would rather have a particular
brand
Brand insistence – consumers
absolutely want one brand and one
brand only
Corporate brands
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Gap – also own Old Navy
and Banana Republic
Gap – nice casual clothing
for young adults
Old Navy sells more fun
inexpensive casual clothing
to all ages
Banana republic – more
sophisticated and expensive
to older market
Private – distributor brands
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a business sells
exclusively for a
manufacturer
Martha Stewart
brand is sold
exclusively at K-mart
Kenmore only sold
by Sears
Generic brands
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Packaged plainly
Sold by supermarkets and discount
stores
Are significantly lower than private
brands
Categories: vitamins, auto parts,
packaged foods, pharmaceuticals
Family branding
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Naming a group of
related products
the same
Nike’s athletic
shoes and clothing
all bear the Nike
name
Individual branding
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Different products with
different names owned by
one company
PepsiCo owns not only
Pepsi brand but also
Tropicana fruit juices and
Gatorade
Brand extensions
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Existing brand is used for a new or
improved product line
Starbucks extended coffee brand to
ice cream and candy—no words on
logo to allow new products
Gatorade launched its fruity Xtremo in Latino markets
Brand licensing
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Allows one company to use another’s
brand name, logo, or character for a
fee
McDonalds licenses the use of
Disney characters for promotions
Tommy Hilfiger may license the use
of their names to manufacturers of
perfume or jewelry
Co-branding
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Examples_ Starbucks sells coffee
and pastry in Barnes and Noble
stores because the two complement
each other
Pizza Hut/Taco Bell
Branding internationally
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Requires businesses to incorporate
international considerations
Requires names that translate into
other languages
Requires sensitivity to customs,
cultures, and values
May even require changes to actual
product itself
May use product extensions
Branding on the internet
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Limited customer interaction
Customers spend more time
researching and comparing than
buying
Hard to compete with Amazon.com
and Yahoo that are internet specific
Branding more important online
than off