Ch 14
The art of
Advertising
& Branding
Product Association
• You deserve a break today, so get out
and get away at __________
• No More Tears
• Nobody doesn't like ______.
Product Association
• Like a good neighbor _____ is there
• You’re in good hands with
__________
Just Do it!
Finger lickin good
• Let your fingers do the
walking
• M’m m’m Good
• When you care enough send
the very best
• Snap, crackle, Pop
• It takes a licking and keeps on
ticking
• Melts in your mouth and not
in your hand
• Advertising is a multibillion dollar
industry (more than $100 billion a year)
in the U.S.
• Individuals, political candidates and
their parties, organizations and groups,
and the government also advertise.
• Politicians use ads to try to win votes.
• Manufacturers try to persuade people to
buy their products.
• Business firms use advertising to
promote an "image" for their company
Objectives
• A. Describe what makes an effective brand
• B. Explain how companies use Brands
• C. Describe how brands come alive
• Combinations of
unique qualities of
a company product,
or product line.
• Impressions and
experiences you
associate with a
company
Brand Elements
• Brand identity- representations that are
instantly recognized.
• Brand Name
– brand that can be spoken,
such as a word, a phrase, a
letter or a number or a
combination
•Brand Mark- Brand
Symbol or Logo
distinctive symbol, design,
sound or group of letter that be
seen or heard but not spoken.
Trade Characters
• Use personified symbols to
reinforce their brand identifies.
• Characters or cartoons that
seem life like
• USA Today involving nearly 700,000
participants chose the nation’s most popular
advertising icons. Four of the five top
finishers—the M&M characters, Mr. Peanut,
The Pillsbury Doughboy, and Tony the Tiger—
represented food companies.
• Evoked set- short list of brand names you think of
when a product is mentioned
• Repetition- Another method of trying to evoke brand
recall- easiest method
– Is the frequency of encountering the advertisement and the
frequency of the brand name
Customers think of shoes
they think of Nike. Also
recognize the name and
symbol
Adhesive Bandages
• Slogan & Jingles- another method used for
brand recall
– Catchphrase meant to help you remember a
name is a slogan
• The power to be your best.- Apple
• Life’s messy. Clean it up! – Bissel
• When it absolutely, positively has to be there
overnight.
– Jingle is the same just set to music
– Advertising jingles
• Combination of name, logo, personality, and all
the associations and impression consumers have
about the product.
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Easily identifiable
Easy to read and remember
Creates appealing image
Distinctive & adaptable
Legally available
Appropriate for packaging(short)
Benefits of Branding
• Builds name
recognition
• Makes purchasing
decision easier
• Communicates
strong consistent
message
• Create trust and
emotional
attachment
• Increase sales
• Allow good brands
to charge higher
prices
• Brand Promise
– Consistent delivery
brand characteristics
and values at a
consistent level of
service everywhere
Brand loyalty
– Consumers are willing to pass up
other brands for the one they want
most.
• 3 levels:
• Brand recognition- consumers are
aware of a brand when they see it.
• Brand preference– Consumers would rather have a
particular brand but will buy
something else if not available
• Brand insistence
• Consumers will absolutely buy
one brand only, no substitutions
• Corporate brands -Is the
practice of using a company's
name as a product brand
name.
• Marketing various products or
services under the name of a
company.
– "Disney" is in the name of
many of its products
– Gap is the name of its
store and products they
sell.
– Nike is the name of its
store and products they
sell.
• Product brands- Is the brand
name of the product being
sold.
• Each product carries
individualized symbols or
logos and some have
advertising slogans
associated with the product
alone.
• Pepsi Co. owns
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Frito Lay Brands
Tropicana Brands
Quaker Brands
Gatorade Brands
Product Branding
Pepsi Co. brand
Types of Branding
• Distributor brands/
Manufacturer’s brand
– Line of product designed
for a particular Retailer
• Martha Stewart sold
exclusively at Kmart
• Kenmore products
only sold at Sears
• Chris Madden sold
only at JCPenny
Private Brands
• Referred to as the
store brand.
• A brand placed on
products that a large
manufacturer has
created for a smaller
retailer. EX:
Whirlpool makes
Kenmore appliances
for Sears.Packaged
plainly
– Prices typically
cheap
Types of Brands
• Family branding- is
a marketing strategy
that involves selling
several related
products under one
brand name. .
Individual
Branding- different
products with
different names
owned by one
company.
Branding Strategies
• How to use brands to achieve business
objectives
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Co- Branding
Brand licensing
Brand extension
Brand positioning
Brand Strategies
• Brand extensions
– Existing brand creates a
new or improved product
line.
• Co branding
– Join forces to sell each
others products. Merge
of two independent
brands
Brand Strategies
Brand Licensing
• Allows a company to use
another brand name, logo ,
or character.
• Disney allows McDonald’s
to use their various images
and logo to help sell happy
meal products
Brand positioning
• The way the consumers see
the brand as compared to
competitive brands.
• What makes this brand
special or different?