6.

01 Explain the concept of

branding

Forms of Branding
A brand is a design, name, symbol,
term or word that distinguishes and
identifies a company and/or
products or services

Forms of Branding
A corporate brand represents the
entire company or organization
For example, Coca-Cola,
McDonalds, Kraft or Microsoft

Forms of Branding
A product brand represents a
specific product of a company or
organization
For example, Diet Vanilla Coke, Big
Mac, or Windows XP

Forms of Branding
A private distributor brand, also
called a store brand
For example, Radio Shack brand of
batteries, Lowes brand of macaroni
and cheese

Components of a brand name

1. Includes all of the combined
impressions and experiences associated
with a particular company or product
For example, McDonalds makes the
customer think about quick food, low
prices, and consistent service

Components of a brand name

2. Brand identity consists of a spoken
name and corresponding design,
logo, or symbol
For example, Coca-Cola and the
Coke swirl or Nike and the Nike
Swoosh

Components of a brand name

3. Brand image is the consumers
belief about the company and/or
its goods or services
Quality, price and value may affect
a brands image

Components of a brand name

4. Brand equity is the perception of added
value a product has as a result of its
brand name
A highly recognizable brand has a high
level of brand equity
Is an intangible perception or memory

Benefits of brand equity

Include:
1.
2.
3.
4.

Brand name recognition or awareness

Customer loyalty
Perceived quality
Strong emotional or mental
associations

Brand equity as an asset

Coca Cola
Microsoft
Disney
American Express
Ericsson

$69 billion
$65 billion
$32.6 billion
$17 billion
$7 billion

Forms of trademarks
Trademark:
Word, phrase, symbol, or design
that identifies and distinguishes the
company from others
Has legal protection through the
U.S. Patent and Trademark Office

Forms of trademarks
Service Mark:
Same as a trademark, but for service

Forms of trademarks
Trademark or Service mark SM:
Used by company to claim rights/ownership
to a trademark or service mark

:
May be used by company after registering
TM or SM with the U.S. Patent & Trademark
Office (www.uspo.gov)

Forms of trademarks
Trade character:
Personified symbol that represents the
brand name
For example, Mickey Mouse for Disney,
Captain Fear for Tampa Bay Buccaneers,
or STORMY for the Carolina Hurricanes

Elements that make a brand

successful
1. Easy to pronounce and free from
negative connotations
For example, Tide or New Balance

Elements that make a brand

successful
2. Short and easy to remember and
recognize
For example, Nike or Epic records

Elements that make a brand

successful
3. Describe the products features
and/or benefits
For example, Arcticat
Snowmobiles or Goodyear
Aquatred

Elements that make a brand

successful
4. Consistent with the image of the
product
For example, Snackwells or FedEx

Elements that make a brand

successful
5. Must be distinctive enough to not
infringe on any copyrights or other
trademarks
Should be capable of legal
protection and registration