Branding

							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.