branding
TRANSCRIPT
Branding
Branding Elements and Strategies
Brand
» Name, term, design, symbol or combination of these elements that identifies a product or service and distinguishes it from its competitors.
How it is Used
» Identify one product» A family of related products» All products of a company» Connote any number of benefits, features, or
qualities
Brands are Powerful!!!
Elements of Branding
Corporate symbol or
name
Brand Names
Trade Names
Brand Marks
Trade Characters
Trademarks
Global Brands
» Projects an image of consistent quality in food and service
» Adapts menu
Canada
Greece
Germany
Brand Name
» Word, group of words, letters, or numbers that represent a product or service˃ Tips
+ Easily be pronounced+ Distinctive+ recognizable
Trade Name
» Identifies and promotes a company or a division of a particular corporation
Brand Mark and Trade Character
Brand Mark Trade Character
» Unique symbol, coloring, lettering, or other design element˃ Visual
» Specific type of brand mark, one with human form or characteristics
Trademark
» Word, name, symbol, device, or a combination of these elements that is given legal protection by the federal government
®
Importance of Brands in Product Planning
» To build product recognition and customer loyalty
» To ensure quality and consistency» To capitalize on brand exposure
Generating Brand Names
» Computer software programs» Branding agencies, naming consultants, or
public relations firms˃ Over 60% of all companies conduct market research to test new brand
names before they are released+ Brand-loyalty research
Types of Brands
» National Brands˃ Owned and initiated by national manufacturers or by companies that
provide services+ Hershey foods, Whirlpool, Sunoco, Ford
» Private Distributor Brands˃ Developed and owned by wholesalers and retailers
+ Radio Shack
» Generic Brands˃ Products that do not carry a company identity