Branding
Marketing I
What Is Branding?
 “Name, term, design, symbol, or combinations of
these elements that identifies a product or service
and distinguishes it from its competitors”
 Used to identify one product, a family of related
products, or all products of a company
Role Brands Play in Marketing Strategy
 Builds product recognition
 Creates customer loyalty
 Establishes an image
 Offers a standard of quality
 Differentiates products from their competitors
 Capitalizes on brand exposure
 Adds value to the product
Brand Name
 Brand name: spoken part of a brand, which is used
to distinguish a product from its competitors
 Example: Barbie, Pepsi, Big Mac, Pop-Tarts
Elements Of The Brand
 Trade name: corporate brand identifies and promotes a
company or division of a particular corporation
 Example: Dell, Nike, Yahoo!
 Brand Mark: unique symbol, coloring, lettering, or other
design
 Example: Swoosh
 Trade characters: specific type of brand mark, one with
human form or characteristics
 Example: Keebler Elves
 Trademarks: word, name, symbol, device, or a
combination of these elements
 Example: McDonald’s Golden Arches
National Brand
 National Brand: owned and initiated by national
manufacturers or by companies that provide services
 Example: Hershey Foods, Whirlpool, Ford
 Used to attract customers
Private Brand
 Private Brand: developed and owned by
wholesalers and retailers (i.e. Store Brand)
 Example: Walmart George, Radio Shack
 Used to boost profit and build customer loyalty
Generic Brand
 Generic Brand: products to do not carry a company
identity
 Example: Pancake mix, paper towels
 Priced 30-50% lower than national brands
 Priced 10-15% lower than private brands
Common Brand Strategies
 Brand extension: uses an existing brand name to promote a
new or improved product in a company's product line
 Example: Ocean Spray extended cranberry juice line by
adding CranApple, CranGrape, and CranCherry
 Brand licensing: companies allow other organizations to use
their brand, brand mark, or trade characters
 Example: NFL has licensing arrangements with Pepsi & Visa
 Mixed brands: offer a combo of national, private, and
generic brands to sell products
 Example: Michelin manufactures its own brand of tires as
well as sells them at Sears under the Sears brand name.
 Co-branding: combines one or more brands in the
manufacture of a product or in the delivery of a service
 Example: Starbucks has an agreement with Barnes & Noble
to open coffee shops inside their bookstores
Branding Video Lessons
 http://www.youtube.com/watch?v=BVMgXjHiK0o&featur
e=youtu.be ( Brand Mark Change)
 https://www.youtube.com/watch?v=JKIAOZZritk
(What is Branding?)
 https://www.youtube.com/watch?v=k5016fh7TgQ
(What is a Brand?)
Activity – 50 points
 Work independently or with a partner to create a
PPT slide presentation demonstrates a “time line”
of your day and identifies the brands that are part
of your life.
 All brands included in your presentation need to
be “school-friendly”…no mention of any
substances or products that would be
inappropriate in accordance to school policies and
expectations.