Forms of Branding A brand represents a specific product of a company or

							6.01 Explain the concept of
        branding
        Forms of Branding

A ______ is a ______, ______,
 ______, ______ or ______ that
 distinguishes and identifies a
 company and/or products or
 services
        Forms of Branding

A __________ brand represents the
 entire company or organization
For example, ___________,
 _____________, _________ or
 ______________
        Forms of Branding

A __________ brand represents a
 specific product of a company or
 organization
For example, ________________,
 __________, or _____________
        Forms of Branding

A ____________________ brand,
 also called a ________________
For example, Radio Shack brand of
 batteries, Lowe’s brand of macaroni
 and cheese
   Components of a brand name

1. Includes all of the combined
   ______________ and _____________
   associated with a particular _________
   or __________
 For example, McDonalds makes the
   customer think about quick food, low
   prices, and consistent service
  Components of a brand name

2. ______________ consists of a
   spoken ______ and corresponding
   _______, ______, or _______
 For example, Coca-Cola and the
   Coke “swirl” or Nike and the Nike
   “Swoosh”
  Components of a brand name

3. ___________ is the consumer’s
   ______ about the company and/or
   its ________ or _________
 ________, _______ and ______
   may affect a brand’s image
      Components of a brand name
4. _____________ is the perception of
   added ______ a product has as a result
   of its __________
 A highly ____________ brand has a
   high level of _____________
 Is an intangible perception or memory
          Benefits of brand equity

 Include:
  1.   Brand name __________ or ___________
  2.   Customer _________
  3.   Perceived __________
  4.   Strong ___________ or _________
       associations
     Brand equity as an asset

Coca Cola          $69 billion
Microsoft          $65 billion
Disney             $32.6 billion
American Express   $17 billion
Ericsson           $7 billion
        Forms of trademarks

________________:
 _____, _________, _________, or
  _________ that identifies and
  distinguishes the company from others
 Has legal protection through the U.S.
  Patent and Trademark Office
       Forms of trademarks

______________:
Same as a trademark, but for service
          Forms of trademarks
______________ ™ or _______________ 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 ______________ &
  _______________ Office (www.uspo.gov)
         Forms of trademarks

_____________________:
Personified ____________ that
 represents the brand name
For example, _______________ for
 Disney, _______________ for Tampa
 Bay Buccaneers, or __________ for the
 Carolina Hurricanes
   Elements that make a brand
           successful

1. _____ to pronounce and free from
   ________________
 For example, Tide or New Balance
   Elements that make a brand
           successful

2. ________ and easy to remember
   and _____________
 For example, Nike or Epic records
   Elements that make a brand
           successful

3. Describe the products _________
   and/or ___________
 For example, Arcticat
   Snowmobiles or Goodyear
   Aquatred
   Elements that make a brand
           successful

4. _______________ with the image
   of the product
 For example, Snackwells or FedEx
   Elements that make a brand
           successful

5. Must be distinctive enough to
   ____ infringe on any copyrights or
   other trademarks
 Should be capable of ______
   _________ and registration