Branding
Chapter 22
Branding
What do these things have in common?
Branding
In your packet, write down the first
brand that comes to your mind when
I say the type of product.
Do you recognize this brand?
How much do you think it’s worth?
The Top 15 Brands - 2006
What is a Brand?
A brand is a mark or design places on a
product to distinguish it from other
products and to identify the owner of the
brand.
Encompasses all aspects of the product
Communicates what the product is about
Distinguishes the product from competitors
What is a Brand?:
Parts of a Brand
Brands have two parts: tangible and
intangible.
The tangible parts are its name, its logo,
and its slogan.
The brand name is the name given to
the product. It consists of words,
numbers, or letters that can be spoken.
(ex. – Nike)
What is a Brand?:
Parts of a Brand
A logo is the picture, design, or graphic
image that is associated with the brand.
Can include the brand name.
Sometimes called a brand mark.
What is a Brand?:
Parts of a Brand
A trade character is a logo or brand
mark that has been given human
characteristics.
What is a Brand?:
Parts of a Brand
A slogan is a phrase or sentence that
summarizes some essential aspect of the
product.
Sometimes called a tag line.
A slogan set to music is called a jingle.
What is a Brand?:
Parts of a Brand
The intangible parts of the brand are its
image, personality, and ability to influence
customers to buy it.
What is a Brand?:
Levels of Brand
A corporate brand is the brand that
represents the whole company.
A product brand is the brand of a
specific product.
What is a Brand?:
Levels of Brand
Both corporate brands and product brands
can have brand names, logos, and
slogans.
Some brand names are the same
for the corporation and the product.
What is a Brand?:
Types of Brands
A manufacturer brand is a brand
created by a manufacturer for its own
products.
Also called national brands or regional brands
Sell their brands through wholesalers, and
ultimately to retailers, such as department
stores and grocery stores.
What is a Brand?:
Types of Brands
Resellers (retail stores, distributors,
wholesalers) often develop their own
products.
A brand owned by a reseller is called a
private brand.
Also called store brands, distributor
brands, dealer brands, dealer brands,
private label brands.
What is a Brand?:
Types of Brands
A generic brand is a product that is not
branded.
Usually packed in black and white packages
Just have the name of the product category
Ex. – facial tissues
Generally lower in price because no money
has been spent advertising them
Grocery stores carry generic
products such as baking soda,
paper towels, canned foods, medicines.
Branding and the Customer
Imagine you are in a grocery stores where
none of the products are branded.
What would shopping be like without
brands?
How does shopping help the customer?
Branding and the Customer
Branding does three things:
1. Indentifies the product
2. Provides assurance of quality
3. Provide assurance of consistency
Branding and the Customer:
Identity
Branding gives a product an identity.
The tangible aspect of a brand (brand
name, logo, slogan, packaging) make a
product look different from its competitor.
Branding and the Customer:
Quality
For the customer, assurance of quality and
consistency are among the main benefits
of buying brands.
Customers vary in the level of quality they
want in various products.
Branding and the Customer:
Quality
In your packet: With your partner,
create a list of brands that would
indicate each of the product quality
levels.
Some possible product categories are
automobiles, chocolate, clothing,
hotels, restaurants, and shoes.
Branding and the Customer:
Consistency
Consistency means the product is the
same whenever and wherever you buy it.
Consistency is important for services.
Goals of Branding
The power of a brand is its ability to
influence purchasing behavior.
Branding helps promote the product.
Marketers use branding to achieve the
following goals:
1. Create a unique brand identity
2. Create a positive image of the brand
3. Develop brand loyalty
Goals of Branding:
Unique Brand Identity
In order to make a brand stand out from
the competition, marketers need to use
other aspects of a product to distinguish it
from the competition.
A benefit is the need-satisfying ability of
a product.
Customers buy benefits, not features.
Benefits and visual symbols can be used to
distinguish a product from its competition.
Goals of Branding:
Unique Brand Identity
Product Benefits
Functional benefits meet physical and
safety needs.
Often related to the features of a product
Ex. – M&M’s
Emotional benefits meet acceptance and
esteem needs.
When features of product create positive feelings.
Ex. – Nike shoes
Goals of Branding:
Unique Brand Identity
Product Benefits
Self-expressive benefits meet esteem
and self-actualization needs.
When use of the product expresses the
consumer’s self-image.
Ex. – VW Beetle, FUBU
Goals of Branding:
Unique Brand Identity
Visual Symbols
The visual symbol is the graphic design;
it may include the brand name, logo, or
slogan.
When the slogan is set to music, the music
becomes part of the brands “visual” symbol.
Goals of Branding:
Unique Brand Identity
Visual Symbols
A metaphor is a comparison between
two unlike objects or ideas, for the
purpose of implying a similarity between
them.
Ex. – Shoes have nothing to do with a wave
of swoosh.
Metaphor is especially useful in developing
brands for services, which are intangible.
Goals of Branding:
Positive Brand Image
Developing a unique brand
image does not make a
positive brand image.
Positive brand image is
developed over time by
promotion and by customer
experience with the product.
Goals of Branding:
Positive Brand Image
Positioning
Positioning consists of the actions
marketers take to create a certain image
of a product in the minds of customers.
Brands can convey images such as
prestige, value, or trendiness.
The 4 Ps and customer
experience create the
brand’s image.
Goals of Branding:
Positive Brand Image
Positioning
Brand position is the image that a brand
has in the mind of the customer.
IF Marketers positioning = actual position then
SUCCESS!
Images are hard to change, so marketers
usually decide on position of their products
when they first plan them.
Goals of Branding:
Positive Brand Image
Social Responsibility
The image of the corporation
is part of the image of the
brand.
One of the hottest areas in
marketing right now is
obtaining “naming rights” for
new sports stadiums and other
public places.
Brand Loyalty
Brand Loyalty is a situation in which the
customer will buy only a certain brand of a
product.
Results in repeat purchases and or profits
Occurs when the brand meets customer needs
and when marketers have created a strong
relationship between the
customer and the brand.
Brand Loyalty
In your packet, name a brand that
you are loyal to. What product
category is it in? What benefits do
you get from this brand? How loyal
are you to this brand? Why are you
loyal to this brand?
List some products to which you have
no brand loyalty.
Protecting a Brand
Trademark is another term for brand; it
refers to the word, phrase, symbol, or
design, or a combination of words,
phrases, symbols, and designs that
identifies and distinguishes the source of
goods.
Protecting a Brand
A service mark is the same as a
trademark, expect that it identifies and
distinguishes the source of a service.
A generic name is the general name for
an entire product category.
Ex. – Kleenex vs. disposable facial tissue
Protecting a Brand
If a brand becomes so
popular that people use the
brand name instead of the
generic product name, the
brand name may lose its
trademark protection.
Ex. – escalator, zipper,
granola
You as a Brand
Many of the most famous and popular
brand names are the names of people who
developed the brands.