Name the brand of the following trade

characters

Charlie the TunaCharlie the Tuna

StarKist TunaStarKist Tuna

Energizer BunnyEnergizer Bunny

Energizer BatteriesEnergizer Batteries

Green M&MGreen M&M

M&M’s candiesM&M’s candies

Keebler ElfKeebler Elf

Kellogs Keebler cookiesKellogs Keebler cookies

Tony the TigerTony the Tiger

Frosted Flakes CerealFrosted Flakes Cereal

Today we are Today we are going to talk going to talk about……..about……..

BRANDS AND BRANDS AND BRANDINGBRANDING

ObjectivesObjectives

Describe what makes an Describe what makes an effective brandeffective brand

Explain how companies use Explain how companies use brandsbrands

Describe how brands come aliveDescribe how brands come alive

A company’s brand involves A company’s brand involves a lot more than its name a lot more than its name

and logoand logo It’s made up of all associations and It’s made up of all associations and

impressions consumers have about a impressions consumers have about a particular company or product.particular company or product.

All employees contribute to a brandAll employees contribute to a brand You are important to your employer’s brandYou are important to your employer’s brand Brand creation requires much thought and Brand creation requires much thought and

efforteffort Companies need to make powerful and Companies need to make powerful and

lasting connections with customers- lasting connections with customers- connections are the business’s MOST connections are the business’s MOST VALUBLE asset!VALUBLE asset!

What is a BRAND?????What is a BRAND?????

It is more than just a name or logoIt is more than just a name or logo It is all the combined impressions It is all the combined impressions

and experiences associated with a and experiences associated with a particular company, good, or particular company, good, or serviceservice

It is something consumers relate to It is something consumers relate to on rational and emotional levelson rational and emotional levels

Brand IdentityBrand Identity Elements work together to project a Elements work together to project a

consistent image and are instantly consistent image and are instantly recognizablerecognizable NAME- words, letters, or numbers that can NAME- words, letters, or numbers that can

be spoken be spoken

SYMBOLS, or logos, used with the name; SYMBOLS, or logos, used with the name; cannot be spokencannot be spoken

TRADE CHARACTERS may also be usedTRADE CHARACTERS may also be used

What Makes a What Makes a Good Brand Good Brand

Name?Name?

Good brand names are….Good brand names are….

SHORTSHORT MEMORABLEMEMORABLE DESCRIPTIVE OF PRODUCT DESCRIPTIVE OF PRODUCT

FEATUERS/BENFITSFEATUERS/BENFITS May also give brand meaning if May also give brand meaning if

made up or borrowedmade up or borrowed

A Brand is Built Around A Brand is Built Around ValuesValues

Characteristics and values represent Characteristics and values represent what a business or product stands forwhat a business or product stands for

These “intangibles” connect with These “intangibles” connect with consumers in a meaningful wayconsumers in a meaningful way

Brand cues remind consumers of Brand cues remind consumers of values and qualitiesvalues and qualities

Brand personality is the essence of Brand personality is the essence of the brand and encompasses values the brand and encompasses values and emotional connectionsand emotional connections

BRAND IS THE BRAND IS THE CUSTOMER’S TOTAL CUSTOMER’S TOTAL

EXPERIENCEEXPERIENCE Touch points- Opportunities to connect Touch points- Opportunities to connect

with customers and reinforce brand with customers and reinforce brand valuesvalues Every contact with customers is a chance for Every contact with customers is a chance for

the business to live up to its characteristicsthe business to live up to its characteristics When customers call customer serviceWhen customers call customer service When customers receive a billWhen customers receive a bill When customers return merchandiseWhen customers return merchandise

These become the customer’s perceptions These become the customer’s perceptions and experiences, which are the brand and experiences, which are the brand foundations in the customer’s mindfoundations in the customer’s mind

Consumers Consumers Develop Brand Develop Brand Loyalty When Loyalty When

Expectations Are Expectations Are Met!Met!

They will pass up other They will pass up other brands for the one they want. brands for the one they want.

You want that brand to be You want that brand to be yours!yours!

Levels of Brand LoyaltyLevels of Brand Loyalty BRAND RECOGNITIONBRAND RECOGNITION

Customers are aware of a brand and know Customers are aware of a brand and know something about itsomething about it

Ex. A consumer may know about Red Roof Inns Ex. A consumer may know about Red Roof Inns but has never had a personal Red Roof Inn brand but has never had a personal Red Roof Inn brand experienceexperience

BRAND PREFERENCEBRAND PREFERENCE Customers would rather have a particular Customers would rather have a particular

brand but will buy something else if it is not brand but will buy something else if it is not availableavailable

Ex. A family may be looking for a Red Roof Inn, Ex. A family may be looking for a Red Roof Inn, but since they are tired they stop at a Holiday Innbut since they are tired they stop at a Holiday Inn

Levels of Brand Loyalty Levels of Brand Loyalty cont.cont.

BRAND INSISTENCEBRAND INSISTENCE Consumers ABSOLUTELY, positively want Consumers ABSOLUTELY, positively want

one brand and one brand only.one brand and one brand only. Ex. It’s late, and the driver is tired but is Ex. It’s late, and the driver is tired but is

determined to make it to the next Red Roof Inn. determined to make it to the next Red Roof Inn. This person WILL NOT STAY ANYWHERE ELSE!This person WILL NOT STAY ANYWHERE ELSE!

* * Consumers move through these levels Consumers move through these levels by having repeated, positive by having repeated, positive experiences with particular brands *experiences with particular brands *

Every Business has a Every Business has a BrandBrand

Large companies with huge budgets and Large companies with huge budgets and staffstaff

Small businessesSmall businesses Every business holds a place in Every business holds a place in

customer’s mindscustomer’s minds

Behind Every Brand: Behind Every Brand: PEOPLEPEOPLE

Employees are walking, talking Employees are walking, talking demonstrations of brand values every day in demonstrations of brand values every day in everything they doeverything they do

Employees connect brand values with Employees connect brand values with customers through touch points to make customers through touch points to make brands come alivebrands come alive

Employees both reflect brand values and help Employees both reflect brand values and help shape themshape them

Contributing to Your Contributing to Your Employer’s BrandEmployer’s Brand

Make a Make a commitmentcommitment

Embrace values Embrace values and integrate them and integrate them into everyday into everyday actionsactions

Demonstrate Demonstrate brand values in brand values in your interactions your interactions with coworkerswith coworkers