3.04 Forms 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, Coca-Cola, Ford, McDonalds, Kraft or Microsoft Forms of Branding A product brand represents a specific product of a company or organization For example, Diet Vanilla Coke, Big Mac, or Windows XP 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 Trade character: Personified symbol that represents the brand name Brand Vocabulary 1.Competitive Advantage 2.Positioning 3.Market position 4.Brand 5.Brand name 6.Brand symbol 7.Trade character 8.Brand recognition 9.Brand preference 10.Brand insistence 11.Product brand 12.Generic brand 13.National brand 14.Private/distributor brand 15.Brand strategies 16.Family branding 17.Slogan 18.Individual branding 19.Brand extensions 20.Brand licensing 21.Co-branding 22.Brand equity 23.Trademark 24.Service mark