Branding

https://www.youtube.com/watch?v=k5016fh7TgQ

https://www.youtube.com/watch?v=JKIAOZZritk&feature=related

Write down the company you think of on back

2.07 Branding Objectives1.Define the term “Brand.”2.Explain the process of Branding. (Use internet resources

also)3.What is a Brand Name?4.Identify 5 Brand Names.5.What is a Brand Mark?6.Describe 2 Brand Marks.7.What is a Brand Image?8.List 5 Brands, and describe your Brand Image of each.9.Define Brand Loyalty.10.Write and example of Brand Loyalty. What Brand(s) are you

Loyal to?11.What is a Trademark?12.What Government office protects Trademarks?13.What is the difference between a Trade (or Corporate) Name

and a Product (or Brand) Name?14.What is a Trade Character? 15.List your 5 favorite Trade Characters.

Brand

• A name, term, symbol, design, logo, colors, or combination that identifies a company or products

•Represents values, ideas, or personality

Branding•Creates an individual identity for a product or service.

• Differentiates from competitors.

•Makes a company or product more recognizable.

Branding

•Brand Name the parts of the brand that can be spoken

• Letters, Words, and Numbers

• The brand name is usually the product name

•Brand Mark the elements of a brand that cannot be spoken

• Logos

Brand Image

•Consumers’ beliefs about the company or its goods or services.

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

List 5 brands. Describe your beliefs about each.

Brand Loyalty

•A consumers’ consistent preference for one brand over all others.

TrademarkA word, name, or symbol that is given legal protection by the government

Prevents other companies from using

Trademark ™Registered Trademark®

Trade Name vs. Brand Name

Corporate Brand Name

Product Name

Identifies and promotes a company

Identifies a particular product

Coca-Cola Coke Zero

Toyota Motor Company

Corolla

List 5 different examples

Trade Character

•A brand mark with human characteristics

• Jolly Green Giant

•Tony the Tiger

How many can you name?

How many other examples can you list?

Brand Name Trade Name

Trademark Trade Character

Brand Name Trade Name

Trademark Trade Character

Brand NameTrade Name

TrademarkTrade

Character

Stop! Finished? Try a brand game . . .

• http://www.sporcle.com/games/g/corplogos

• http://www.sporcle.com/games/BanjoZebra/shoelogos

• http://www.sporcle.com/games/g/mostvaluablebrands

• http://www.sporcle.com/games/tylerhianna/candy-wrappers

Assignment• Create a design of a product that includes:

1. Brand Name (include your first name)

2. Trade Name (include your last name)

3. Trademark (TM) or ®

4. Trade Character

5. A slogan that explains what your product is

• The product can be anything you choose. The design can be created by hand or digitally. It should be in color and be an example of your best work.

Assignment Examples:

Part 2

•The Brand Promise

BRAND EXPERIENCE• Consumers experience a Brand through its various touch

points:

Product Quality Counter Service

After-Sales Service Sales & Marketing

Communications Phone Enquiries

Retail / Merchandising Distribution

What is a Brand Promise?

• “A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo.”

•Brand Promise:

•What the business intends to provide the customer.

• The NFL: “To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.”

• Coca-Cola: “To inspire moments of optimism and uplift.”

• Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”

• Is a brand promise also the slogan?

• Geico – “15 Minutes Or Less Can Save You 15% Or More On Car Insurance”

• Nationwide Insurance – “Nationwide Is On Your Side”Short activity: Create a Brand Promise for you or AK.

Importance of Brand Promises:•Establishes a level of customer service.

•Reflect the core values of the company in relationship with customers.

•It provides guidance to employees as they interact with customers.

•Promise a differentiated benefit to the customer.

•What happens when a business fails to deliver on promise?• Loss of credibility = lost sales and market share

Company Image• The perception the public holds about a particular

business.

• Based on:

• quality of products

• reputation of the company

• employees

• prices

• positive community relations

• customer service.

Bottom 5:1. Comcast2. American

Airlines3. B of A4. Citibank5. AT&T

Top 5:1. Amazon2. Chick-fil-a3. Hilton4. Marriott5. Amer-Exp

Company Image:

Affected by:• Consumers sharing opinions.

• Company Owners/Management

• Employees (TRAINING IS KEY)

• trained and motivated

• answering telephones

• dress code requirements

• communicating a positive image