How many brands can How many brands can you remember?you remember?

the potato wave

eat wine

time egg soup

enter persuade

heat book woman

man church

Study: Cigarette logos & ChildrenStudy: Cigarette logos & ChildrenChildren were instructed to match logos with one of Children were instructed to match logos with one of

12 products pictured on a game board. Twenty-two logos 12 products pictured on a game board. Twenty-two logos were tested, including those representing children's were tested, including those representing children's products, adult products, and those for two popular cigarette products, adult products, and those for two popular cigarette brands. brands.  The children demonstrated high rates of logo recognition. The children demonstrated high rates of logo recognition. The recognition rates of The Disney Channel logo and Old The recognition rates of The Disney Channel logo and Old Joe (the cartoon character promoting Camel cigarettes) Joe (the cartoon character promoting Camel cigarettes) were highest in their respective product categories. were highest in their respective product categories. Recognition rates increased with age. Recognition rates increased with age. Approximately 30% of 3-year-old children correctly matched Approximately 30% of 3-year-old children correctly matched Old Joe with a picture of a cigarette compared with 91.3% of Old Joe with a picture of a cigarette compared with 91.3% of 6-year-old children. 6-year-old children.

Study: Obesity in Children & logo Study: Obesity in Children & logo recognitionrecognition

The aim of this study is to explore the The aim of this study is to explore the relationship between the ability to recognize relationship between the ability to recognize brand logos featured in promotional campaigns brand logos featured in promotional campaigns of the food industry and eating behaviours, food of the food industry and eating behaviours, food knowledge and preferences in children aged 9–knowledge and preferences in children aged 9–11 attending six primary schools11 attending six primary schools

Children demonstrated both high brand logo Children demonstrated both high brand logo recognition abilities with 88.4% (420/476) recognition abilities with 88.4% (420/476) recognizing at least 16/20 brand logos in recognizing at least 16/20 brand logos in the quiz and high levels of poor diet. the quiz and high levels of poor diet.

Elements of BrandingElements of BrandingA A brandbrand is a name, term, design, symbol, or is a name, term, design, symbol, or combination of these elements that identifies a combination of these elements that identifies a product or service and distinguishes it from its product or service and distinguishes it from its competitors. Brands include elements such as:competitors. Brands include elements such as:

• Brand namesBrand names• Trade namesTrade names• Brand marksBrand marks• Trade charactersTrade characters• TrademarksTrademarks

Marketing Essentials Chapter 31, Section 31.1

Elements of BrandingElements of BrandingAA brand namebrand name, also called a product , also called a product

brand, is a word, group of words, brand, is a word, group of words, letters, or numbers that represent a letters, or numbers that represent a product or service.product or service.

Elements of BrandingElements of Branding

AA brand markbrand mark or logo or logo is a uniqueis a unique symbol, coloring, lettering, or other symbol, coloring, lettering, or other design element. It is recognizable design element. It is recognizable visually and does not need to be visually and does not need to be pronounced. pronounced.

Elements of BrandingElements of Branding

A A trademarktrademark is a word, name, is a word, name, symbol, device, or combination of symbol, device, or combination of these elements that is given legal these elements that is given legal protection by the federal protection by the federal government. Trademarks are used to government. Trademarks are used to prevent other companies from using prevent other companies from using a similar element that might be a similar element that might be confused with the trademarked one.confused with the trademarked one.

Types of BrandsTypes of BrandsThere are three classifications of brands, one for each type of There are three classifications of brands, one for each type of company that brands its products:company that brands its products:

National brands (manufacturers): National brands (manufacturers): are owned and initiated are owned and initiated by national manufacturers or by companies that by national manufacturers or by companies that provide services, such as:provide services, such as:

• HersheyHershey• WhirlpoolWhirlpool• Ford Ford Private distributor brands (wholesalers and retailers): Private distributor brands (wholesalers and retailers):

The manufacturer’s name does not appear on the The manufacturer’s name does not appear on the product, for example:product, for example:

• Wal-Mart’s GeorgeWal-Mart’s George• Radio ShackRadio ShackGeneric brands: Generic brands: are products that do not carry a company are products that do not carry a company

identity. They are generally sold in supermarkets and discount identity. They are generally sold in supermarkets and discount stores.stores.

Brand EquityBrand Equity

The value of the brand (what it is The value of the brand (what it is worth)worth)

Brand Equity is composed of: Brand Equity is composed of: 1)1) Brand Awareness and Brand Awareness and 2)2) Brand ImageBrand Image

Coke'sCoke's brandbrand value is listed at $68.7 value is listed at $68.7 billion billion