Branding

What is Branding

Branding

Branding is establishing an identity for a product that differentiates it from the competition.

It is made up of a brand name, logo, slogan, and trademark and creates brand loyalty.

BRAND LOYALTY Brand loyalty is what happens when consumers

make repeat purchases of the same brand A brand creates faith in the consumer The consumer knows what to expect and

has confidence in what they buy.

Loyalty Cards

Brand Name

A brand name is the letters, words or numbers that can be verbalized

What makes a good brand name? Suggest a product benefit Be memorable, distinctive and positive Fit the company or product category Have no legal or regulatory restrictions Be short, simple and easy to remember Be easy to translate Be easy to pronounce Be easy to recognize

(Brand Fresh in your mind exercise)

WHY BRAND?

to convey the image of the product to build and retain customer's

loyalty to gain a position in the market to aid advertising to aid promotion

Why are brands used?Brands are used to differentiate a product

or service from its competition. This is called Product Differentiation.

A brand helps shoppers to understand and remember a product or service and its benefits.

Marketers hope that shoppers will remember their product before any other. This is called “top of mind”.

Benefits of a Good Brand Brand leadership often maintained over

long period of time Brand extensions Easy for consumers to identify goods or

services Assures purchasers of consistent quality Can be advertised and recognized Reduces selling time and effort Reduces price comparisons May be only thing that a competitor

cannot copy Adds prestige to commodities

Types of Brands

A National Brand is a product which is branded by a manufacturer's brand and is typically supported by heavy advertising. Coca Cola and Heinz Ketchup would be examples of this.

Types of Brands A private Brand label is a brand that a

retailer creates to exploit their corporate image

Only that retailer can sell it It allows them to differentiate themselves (And

control price and quality)

Examples: Loblaw’s “President’s Choice” Shopper’s Drug Mart’s “Life” brand HBC’s “togo” brand

Types of Brands

Generic Brands are also called no name brands. They are the lowest cost because the labeling and packaging is cheaper, and there is no promotion for this type of brand.

LOGO A logo is the part of the brand in the form of a symbol

that is usually registered A brand mark and trademark are examples of a logo Show logo quiz

Types of logos Monogrammatic

Stylized writing of the company or product’s initials or a combination of initials and numbers

Visual symbolsLine drawings of people, animals or objects.

Abstract symbolsShapes that carry a visual message but are not representative of identifiable objects.

What is it?

SLOGAN

A slogan is a catchy phrase used to remind the consumer of a company or brand

Harvey’s makes a hamburger a beautiful thing”