Understanding Branding Branding Review Parts of a brand
Understanding Branding
Branding Review § Parts of a brand: üBrand name üLogo üSlogan
Level of Brands § Corporate – the brand that represents the whole company § Product – the brand of a specific product (Continued) Two levels of brand:
Level of Brands (Continued)
Types of Brands Product brands come in three types § manufacturer brand § private brand § generic brand (Continued)
Types of Brands Manufacturer brand §also called national brand or regional brand §sold through wholesalers to retailers (Continued) §created by the manufacturer for its own products
Types of Brands § also called store brand, distributor brand, dealer brand, or private label brand § sold only through stores that own the brand (Continued) Private brand § owned by a reseller
Types of Brands Generic brand §a product that is not branded §typically has plain packaging with only the product category name, such as “facial tissue” §lower in price because money is not spent on advertising
Branding and the Customer Branding helps customers by § identifying the product § providing assurance of quality § providing assurance of consistency
Identity Branding gives a product an identity. The brand name, logo, slogan, and packaging of a brand make a product look different from its competitor.
Quality Branding provides assurance of product quality. • branding allows customers to quickly identify the product that is appropriate for their needs
Consistency Branding provides assurance of product consistency §the product will be the same whenever and wherever you buy it
Goals of Branding The power of a brand is its ability to influence purchasing behaviour. Three goals of branding § create a unique brand identity § create a positive image of the brand § develop brand loyalty
Protecting a Brand A brand is only valuable if competitors cannot copy it. § brands can be protected by registering it with the Canadian Intellectual Property Office (Continued)
What is a Trademark? • Trademarks identify that a company has legally registered its brand name.
What is a Soundmark? • A trademark identified by a sound associated with a brand or company.
What is a Motionmark? • A trademark identified by specific movement associated with a brand or company.
Protecting a Brand Protections offered by registering for a patent, trademark, or service mark § exclusive rights to sell, make, or use the good or service § exclusive rights to use the trademark (brand name) § the legal ability to sue someone who tries to make, sell, or use a registered trademark (Continued)
You as a Brand Some of the most famous brand names are the names of the people who developed the brands. § Examples: Ford, Ritz-Carlton, and Hershey (Continued)
You as a Branding is a new approach to job searching § job candidates develop themselves as a brand Purpose of a personal brand is the same as that of a product brand § to distinguish yourself from competition
Positive Brand Image Positive brand image develops over time § by promotion § by customer experience with the product Two activities help build a positive brand image § positioning § social responsibility
Positioning § actions marketers take to create a specific image of a product in a customer’s mind Brand position § the image that the brand has in the customer’s mind Once developed, it is difficult to change the image of a product or brand in the mind of a customer.
Social Responsibility Participating in socially responsible activities can create a positive image for a company and its products. For this reason, companies often support a variety of charitable causes.
What Brand Reflects You? What Brand reflects your values, lifestyle and sense of social responsibility?
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