The Importance of

Branding

Objectives
Explain the concepts of branding and brand
equity
Describe how to develop a brand name

Whats a Brand?
Brand:
A name word or words, letters, symbols,
numbers or design that identifies an
organization and its products.

Whats a Brand?
Brand Name:
Word or words, letters or numbers representing
a brand that can be spoken, such as Gatorade
or Woodstock Wolverines.

Why is Branding Important?

Builds Customer Loyalty
Helps Companies introduce New Products

Brand Equity
The value a brand has beyond its functional
benefits.

Developing Brand Equity

Sports
1. Develop the brand in the consumers mind as part of
a class of products.
The Yankees are a professional baseball team

2. Link the products brand name to its function and

make some type of emotional connection with the
product.
The Yankees fans think positively about the club and players

3. Help consumers think and feel the way you want

them to regarding your product.
Yankees fans stick with their team (through good/bad) because of the
bond they have with the team.

5 Steps for Developing Brand Names

1. Offer a benefit
2. Be Simple
3. Be Different and Positive
4. Reflect an Image

5. Be Previously Unregistered

1. Offer a Benefit

A good brand will offer a customer value

2. Be Simple

A simple name is more memorable

3. Be Different and Positive

4. Reflect an Image
A positive association with an athlete or team
can help create a distinct image of a product.

5. Be Previously Unregistered
A brand name cannot be previously registered
with the U.S. Patent and Trademark office.
Go to www.uspto.gov to conduct a search