LOGO 6.01 Explain the concept of branding. LOGO Forms of Branding A brand is a design, name,...

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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, NIKE, Gatorade, or Powerade

Forms of Branding

A product brand represents a specific product of a company or organization

For example, NIKE’S Air Force Ones, Gatorade orange G series drink.

Forms of Branding

A private distributor brand, also called a store brand

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 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

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”

3. Brand image is the consumer’s belief about the company and/or its goods or services

Quality, price and value may affect a brand’s image

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. Brand name recognition or

awareness2. Customer loyalty3. Perceived quality4. Strong emotional or mental

associations

Brand equity as an asset

Coca Cola $69 billionMicrosoft $65 billionDisney $32.6 billionAmerican Express $17 billionEricsson $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 nameFor example, Mickey Mouse

for Disney and Chubby Checkers for the Charlotte Checkers

Elements that make a brand successful

1. Easy to pronounce and free from negative connotations

For example, Tide or New Balance

2. Short and easy to remember and recognize

For example, Nike or Epic records

3. Describe the products features and/or benefits

For example, Arcticat Snowmobiles or Goodyear Aquatred

4. Consistent with the image of the product

For example, Snackwells or FedEx

5. Must be distinctive enough to not infringe on any copyrights or other trademarks

Should be capable of legal protection and registration

LOGO 6.01 Explain the concept of branding. LOGO Forms of Branding A brand is a design, name,...

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