BRANDING
MARKETING 2
BRANDING
• BRAND- A NAME, TERM, DESIGN, SYMBOL, OR COMBINATION OF THESE ELEMENTS THAT
IDENTIFIES A BUSINESS, PRODUCT OR SERVICE AND SETS IT APART FROM ITS COMPETITORS.
BRAND NAME
• BRAND NAME- PRODUCT BRAND IS A WORDS, LETTERS, OR NUMBER THAT REPRESENT A
PRODUCT OR SERVICE
• EXAMPLES
• PEPSI
• FORD FOCUS
• BARBIE
• BIG MAC
TRADE NAME
• A CORPORATE BRAND, IDENTIFIES AND PROMOTES A COMPANY OR A DIVISION OF A
PARTICULAR CORPORATION
• EXAMPLES
• DISNEY
• FORD
• NIKE
• IBM
BRAND MARK
• BRAND MARK- INCORPORATES A UNIQUE SYMBOL COLORING LETTERING, OR DESIGN
ELEMENT
• MCDONALD'S® GOLDEN ARCHES
TRADE CHARACTER
• TRADE CHARACTER IS A SPECIFIC TYPE OF BRAND MARK, WHICH HAS HUMAN FORM OR
HUMAN CHARACTERISTICS
• JOLLY GREEN GIANT ®
TRADEMARK
• A BRAND NAME, BRAND MARK, TRADE NAME, TRADE CHARACTER, OR A COMBINATION OF
ELEMENTS, REGISTERED WITH THE FEDERAL GOVERNMENT
• REGISTERED WITH THE U.S. PATENT OR TRADEMARK OFFICE
• ®= A REGISTERED TRADEMARK SYMBOL
• ™= AN UNREGISTERED TRADEMARK SYMBOL
NATIONAL BRANDS
• NATIONAL BRANDS GENERATE THE MAJORITY OF SALES FOR MOST CONSUMER PRODUCT
CATEGORIES.
• ALSO KNOWN AS PRODUCER BRANDS
• OWNED AND INITIATED BY NATIONAL MANUFACTURERS TO PROVIDE SERVICE
• HERSHEY FOODS
• WHIRLPOOL
• SUNOCO
• FORD
PRIVATE DISTRIBUTOR BRANDS
• ALSO KNOWN AS PRIVATE BRANDS, STORE BRANDS, DEALER BRANDS, OR PRIVATE LABEL
• DEVELOPED AND OWNED BY WHOLESALERS, AND RETAILERS
• NORDSTROM’S CASLON- WOMEN'S APPAREL
• WALMART’S GREAT VALUE- FOOD AND GENERAL MERCHANDISE
• THE MANUFACTURER’S NAME MAN NOT APPEAR ON THE PRODUCT
GENERIC BRANDS
• GENERIC BRANDS- PRODUCTS THAT DO NOT CARRY A COMPANY IDENTITY
• THE TITLE OF THE PRODUCT JUST DESCRIBES THE PRODUCT
BRANDING STRATEGIES
• BRAND EXTENSION
• BRAND LICENSING
• MIXED BRANDS
• CO-BRANDING
BRAND EXTENSION
• A STRATEGY THAT USES AN EXISTING BRAND NAME TO PROMOTE A NEW OR IMPROVED
PRODUCT
• EXAMPLE OCEAN SPRAY- EXTENDED ITS CRANBERRY LINE BY ADDING:
• CRANAPPLE, CRANGRAPE, AND CRANCHERRY
BRAND LICENSING
• A LEGAL AUTHORIZATION BY A BRAND OWNER TO ALLOW ANOTHER COMPANY TO USES ITS
BRAND, BRAND MARK, OR TRADE CHARACTER
• COMES WITH A FEE
MIXED BRAND
• OFFERS A COMBINATION OF MANUFACTURER, PRIVATE DISTRIBUTOR, AND GENERIC BRANDS
TO CONSUMERS
• MICHELIN TIRES
• MICHELIN MAKES ITS OWN TIRES, BUT THEY ALSO MAKE TIRES TO BE SELL A SEARS
CO-BRANDING
• COMBINES ONE OR MORE BRANDS IN THE MANUFACTURE OF A PRODUCT, OR IN THE
DELIVERY OF A SERVICE
• EXAMPLE SMUCKER’S SUGAR-FREE PRESERVES ARE MADE WITH SPLENDA
BRANDING STRATEGIES
Branding Strategies
Brand Extension
• Uses an existing
brand name to
promote a new
or improved
product in a
company’s
product line.
• Can overextend
product line and
dilute the brand.
Brand Licensing
• Legally allows
another company to
use a brand, brand
mark, or trade
character for a fee.
• Can increase
revenue sources,
enhance company
image, sell more
core products.
Mixed Brands
• Offers a combination of
manufacturer, private
distributor, and generic
brands to customers.
• Enables a business to
maintain brand loyalty
through a national brand
and reach other target
markets through private
brands.
Co-Branding
• Combines one or more
brands in the
manufacture of a
product or in the
delivery of a service.
• Can work with one or
several partners.
• Partners must be
compatible.
PACKAGING AND LABELING
BRANDING SECTION 2
PACKAGING
• PACKAGING- THE WRAPPING OR CONTAINER OF A PRODUCT
FUNCTIONS OF PACKAGING
• SELLING THE PRODUCT
• PROMOTING THE PRODUCT
• DEFINING THE PRODUCT IDENTITY
• PROVIDING INFORMATION
• EXPRESSING CUSTOMER NEEDS
• ENSURING SAFE USE
• PROTECTING THE PRODUCT
SELLING THE PRODUCT
• ITS IMPORTANT TO HAVE ATTRACTIVE, COLORFUL, AND VISUALLY APPEALING PACKAGES IN
ORDER TO SELL YOUR PRODUCTS
• MIXED BUNDLING-TWO OR MORE DIFFERENT GOODS OR SERVICES IN ONE PACKAGE
• PRICE BUNDLING- TWO OR MORE SIMILAR PRODUCTS SOLD IN ONE PACKAGE FOR ONE PRICE
PRODUCT IDENTITY
• HOW DOES THE PACKAGE COMMUNICATE TO THE CONSUMERS?
• THE DESIGN
• THE COLOR
• THE WORDS
• THE LABEL
• COLOR IS THE MAIN DESIGN ELEMENT, BECAUSE IT HELPS PROJECT AN IMAGE AND ATTRACT
CONSUMER ATTENTION
• FOR EXAMPLE: GREEN PROJECTS A NATURAL OR HEALTHY IMAGE.
• FOR EXAMPLE: BLACK IMPLIES STATUS, QUALITY, AND RICHNESS.
PROVIDING INFORMATION
• PROVIDES CUSTOMERS WITH DESIRED INFORMATION
MEETING CUSTOMER NEEDS
• PACKAGES DESIGNED WITH CUSTOMER CONVENIENCE IN MIND
PROTECTING CONSUMERS
• CHANGING PRODUCTS FROM GLASS TO PLASTIC
• USING CHILDPROOF CONTAINERS
PROTECTING THE PRODUCT
• PRODUCTS NEED TO BE PROTECTED DURING SHIPPING, STORAGE, AND DISPLAY
• SHOULD DISCOURAGE SHOPLIFTING
• METHODS OF PROTECTION
• PACKING PEANUTS
• CLAMSHELL-TYPE PACKAGES
• BLISTERPACKS
• SENSOR TAGS
PACKAGING ISSUES
• ASEPTIC PACKAGING
• ENVIRONMENTAL PACKAGING
• CAUSE PACKAGING
ASEPTIC PACKAGING
• PACKAGING THAT IS USED TO KEEP FOOD PRODUCTS FRESH WITHOUT REFRIGERATION FOR
LONG PERIODS OF TIME
• EXAMPLES: LIQUID EGGS, JUICE, PUDDING & SYRUPS
ENVIRONMENTAL PACKAGING
• A COMPANIES RESPONSE TO CONSUMERS DEMAND FOR ENVIRONMENTALLY FRIENDLY
PACKAGING
CAUSE PACKAGING
• COMPANIES WILL USE THEIR PRODUCTS OR PACKAGING TO PROMOTE SOCIAL, OR POLITICAL
ISSUES
• DOMINO’S PIZZA IS PROMOTING ST. JUDE CHILDREN'S HOSPITALS
LABELING
• LABEL - AN INFORMATION TAG, WRAPPER, SEAL, OR IMPRINTED MESSAGE THAT IS ATTACHED TO A
PRODUCT OR PACKAGE
• BRAND LABEL - GIVES THE BRAND NAME, TRADEMARK, OR LOGO
• EXAMPLE: CHIQUITA BANANAS
• DESCRIPTIVE LABEL – GIVES INFORMATION ABOUT THE PRODUCT’S US, CONSTRUCTION, CARE &
PERFORMANCE
• EXAMPLE: DATING AND STORAGE INFORMATION
• GRADE LABEL - SHOWS THE QUALITY OF PRODUCTS
• EXAMPLE: EGGS ARE “AA”, “A”, AND “B”
LABEL LAWMAKERS
• THE FDA
• THE FEDERAL TRADE COMMISSION
• U.S. DEPARTMENT OF AGRICULTURE
FDA
• NUTRITION LABELING AND EDUCATION ACT OF 1990
• LABELS MUST GIVE NUTRITIONAL INFORMATION
• PACKAGES MUST CARRY HEALTH WARNINGS
FEDERAL TRADE COMMISSION
• REGULATES LABELING AND MONITORS ADVERTISING THAT IS FALSE OR MISLEADING
• CARE LABELING RULE OF 1972
• GUIDELINES FOR ENVIRONMENTAL CLAIMS
U.S. DEPARTMENT OF AGRICULTURE
• LEGAL STANDARDS, CERTIFICATION REQUIREMENTS, AND PENALTIES FOR MISUSE OF ORGANIC
LABELS
• COUNTRY-OF-ORIGIN LABEL
• ALLERGEN LABELING
BRANDING SECTION 3
MARKETING 2
BRAND LOYALTY
• A BRAND OR PRODUCT IN WHICH CUSTOMERS PLEDGE AN AMOUNT OF LOYALTY TOWARDS
BRAND RECOGNITION
• WHEN CONSUMERS LEARN ABOUT A BRAND AND KNOW A LITTLE ABOUT IT
BRAND PREFERENCE
• WHEN CONSUMERS PREFER TO PURCHASE A BRAND BASED ON PREVIOUS POSITIVE
EXPERIENCES
• HOWEVER IF A BRAND IS NOT AVAILABLE THE CONSUMER WILL PURCHASE ANOTHER BRAND
BRAND INSISTENCE
• ONLY A SPECIFIC BRAND WILL SATISFY A CUSTOMER FOR A GIVEN PURPOSE
• COKE HAS MADE IT TO THIS LEVEL
• ONCE A COMPANY HAS REACHED THIS LEVEL THEY TEND TO HAVE AN ADVANTAGE IN THE
MARKETPLACE