Branding

Branding Elements and Strategies

Brand

» Name, term, design, symbol or combination of these elements that identifies a product or service and distinguishes it from its competitors.

How it is Used

» Identify one product» A family of related products» All products of a company» Connote any number of benefits, features, or

qualities

Brands are Powerful!!!

Elements of Branding

Corporate symbol or

name

Brand Names

Trade Names

Brand Marks

Trade Characters

Trademarks

Global Brands

» Projects an image of consistent quality in food and service

» Adapts menu

Canada

Greece

Germany

Brand Name

» Word, group of words, letters, or numbers that represent a product or service˃ Tips

+ Easily be pronounced+ Distinctive+ recognizable

Trade Name

» Identifies and promotes a company or a division of a particular corporation

Brand Mark and Trade Character

Brand Mark Trade Character

» Unique symbol, coloring, lettering, or other design element˃ Visual

» Specific type of brand mark, one with human form or characteristics

Trademark

» Word, name, symbol, device, or a combination of these elements that is given legal protection by the federal government

®

Importance of Brands in Product Planning

» To build product recognition and customer loyalty

» To ensure quality and consistency» To capitalize on brand exposure

Generating Brand Names

» Computer software programs» Branding agencies, naming consultants, or

public relations firms˃ Over 60% of all companies conduct market research to test new brand

names before they are released+ Brand-loyalty research

Types of Brands

» National Brands˃ Owned and initiated by national manufacturers or by companies that

provide services+ Hershey foods, Whirlpool, Sunoco, Ford

» Private Distributor Brands˃ Developed and owned by wholesalers and retailers

+ Radio Shack

» Generic Brands˃ Products that do not carry a company identity