chapter 31 branding, packaging, and labeling1 marketing essentials unit branding, packaging, and...
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Chapter 31 Branding, Packaging, and Labeling 1
Marketing EssentialsMarketing Essentials UNIT Branding, Packaging, and Labeling
Branding Elementsand Strategies
Chapter 31 Branding, Packaging, and Labeling 2
Branding UnitBranding UnitWhat You'll LearnWhat You'll Learn
Branding Elements and StrategiesBranding Elements and Strategies
The nature, scope, and importance of branding in product planning
The various branding elements
The different types of brands
How to classify branding strategies
Chapter 31 Branding, Packaging, and Labeling 3
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and StrategiesWhy It's ImportantWhy It's Important
The right name is an important part of every successful business. The _____ and ______ of a business or a product reflect the personality of the company, product, or service.
Chapter 31 Branding, Packaging, and Labeling 4
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
A ______ is a name, term, design, or symbol (or combinations of them) that identifies a _________ or organization and the products that they offer. Brands are divided into two categories:
_______ brands
product brands
Branding
Slide 1 of 6
Chapter 31 Branding, Packaging, and Labeling 5
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Branding
Corporate brands identify the business and reflect _______, value, and reliability.
Product brands show quality and reliability for a particular _______.
Slide 2 of 6
Chapter 31 Branding, Packaging, and Labeling 6
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
BrandingA brand name is the ______, group of words, letters, or numbers of a brand that can be _______.
A brand mark is a _______, design, or distinctive coloring or lettering that identifies a brand.
Slide 3 of 6
Chapter 31 Branding, Packaging, and Labeling 7
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Branding
A trade character is a brand mark with ______ form or characteristics.
A trademark is a brand name, brand mark, trade name, trade character, or a combination of these given _____ __________ by the federal government and noted by the trademark symbol ().
Slide 4 of 6
Chapter 31 Branding, Packaging, and Labeling 8
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Brand names, brand marks, trade names, trade characters, and trademarks are often combined to form a firm'scorporate ______ or name.
Branding
Slide 6 of 6
Chapter 31 Branding, Packaging, and Labeling
TOP BRANDS
• GO TO BRANDZ 2014 TOP 100 PDF9
Chapter 31 Branding, Packaging, and Labeling 10
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and StrategiesTop Ten Brands
• Brands are often a company’s most valuable asset. • What amounts of advertising spending do you think
companies spend on their brand?• Do you think these brands would continue to be valuable if the
companies reduced or eliminated their advertising?
Chapter 31 Branding, Packaging, and Labeling 11
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Importance of Brands in Product PlanningThe use of brands is important
in product planning for several
reasons. Branding:
builds customer _________
assures customers that products carrying the same brand are of a consistent ___________
addresses new _____ markets
establishes an image for a product or company
Chapter 31 Branding, Packaging, and Labeling 12
Branding UnitBranding UnitBranding Elements & StrategiesBranding Elements & Strategies
Generating Brands___________ percent of
companies introduce a ________
product name each year. Brand names are generated by:
company ________ specialized computer software programs _________ agencies, naming consultants,
and public relations agencies
________ of all corporate name changes occur because of company mergers and acquisitions.
Chapter 31 Branding, Packaging, and Labeling 13
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Three classifications of brands are:
National Brands
Private Brands
Generic Brands
Types of Brands
Slide 1 of 3
Chapter 31 Branding, Packaging, and Labeling 14
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
National Brands, also called ___________ brands, are owned and initiated by manufacturers.
Example: General Electric, Heinz, Motorola
Private Brands, also called _________ brands or dealer brands, are owned and initiated by wholesalers and retailers.
Example: Radio Shack, Kmart
Types of Brands
Slide 2 of 3
Chapter 31 Branding, Packaging, and Labeling 15
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Generic brands represent a __________ product category and do not carry a company or brand name. The packaging carries only a description of the product, such as “pancake mix” or “paper towels.” They are usually much cheaper than _________-name products.
Types of Brands
Slide 3 of 3
Chapter 31 Branding, Packaging, and Labeling 16
Branding Graphic OrganizerGraphic Organizer
Types of Brands
TYPES OF BRANDSTYPES OF BRANDS
NationalNationalBrandsBrands
PrivatePrivateBrandsBrands
GenericGenericBrandsBrands
Chapter 31 Branding, Packaging, and Labeling 17
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Branding _________ are the ways companies use brands to meet sales and company objectives. Strategies include: 1. Brand Extensions 2. Brand Licensing 3. Mixed branding
co-branding
Brand Strategies
Chapter 31 Branding, Packaging, and Labeling 18
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Brand extension is a branding strategy that uses an _________ brand name for an improved or new product in the product line.
Example: Ocean Spray Cranberry Juice extended to Cran-Apple, Cran-Raspberry, etc.
Advantages: Reduces risk of new product _____________
Disadvantages: ____ - ________ a product line can cause brand dilution
Brand Extension
Chapter 31 Branding, Packaging, and Labeling 19
LicensingLicensing Basics A ________ is a grant of permission to allowanother to make use of intellectual propertyrights. The intellectual property right maybe for a patent, trademark, trade secret, or copyright. The license may even be fortechnical or business "know-how."
In the Sports World…License—the legal right to ____________ a team’s logo in exchange for payment.Protect the use of the name and symbols
Advantages of LicensingIn order to be successful, a licensing agreement should: Be ___________ beneficial to both parties One of the benefits to the licensor may be maximizing income by expanding market opportunities without large capital expenses. A benefit to the licensee may include rapid entry into a market using technology developed and tested by others. The licensor wants to maximize income from the license
Chapter 31 Branding, Packaging, and Labeling 20
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
Brand licensing is the legal _____________ by a trademarked brand owner to allow another company (the licensee) to use its brand, brand mark, or ______ character for a fee.
Advantages: Enhance company image, sell more products
Brand Licensing
Chapter 31 Branding, Packaging, and Labeling 21
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
A mixed-brand strategy involves simultaneously offering a _____________ of National, Private, and Generic brands.
Example: Union Carbide sells Glad
brand garbage bags and generic brand
garbage bags.
Mixed Brands
Chapter 31 Branding, Packaging, and Labeling 22
Branding UnitBranding Unit Branding Elements and StrategiesBranding Elements and Strategies
A co-branding strategy combines one or more brands to increase customer ________ and sales for each individual brand.
Example: Kellogg’s Pop-Tarts are made only with Smucker’s fruit filling. ________ Coffee Co. opens coffee shops inside Barnes & Noble bookstores.
Co-Branding
Chapter 31 Branding, Packaging, and Labeling 23
Branding ASSESSMENTASSESSMENT
Reviewing Key Terms and Concepts
1. What is the difference between a brand name and a brand mark?
2. Why is branding important to product planning?
3. Name three types of brands.
4. List four different branding strategies.