Download Unit 2 – Activity 3

Branding & Positions
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establishing an identity for a product that
differentiates it from the competition;
made up of a brand name, logo, slogan, and
trademark which assists in creating brand
loyalty;
letters, words or numbers that can be
verbalized;
Brand Loyalty - what happens when
consumers make repeat purchases of the
same brand
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Logo - part of the brand in the form of a
symbol that is usually registered. A
brandmark and trademark are examples of
logos;
Slogan is a catchy phrase used to remind the
consumer of a company or brand; and
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to build loyalty;
to convey the image of the product;
retain customer's loyalty;
to gain a position in the market;
to aid advertising; and
to aid promotion
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National Brand - product which is branded by a
manufacturer and is typically supported by heavy
advertising. Coca Cola and Heinz Ketchup would
be examples of this.
Private Brand - also called a store brand. It is
manufactured by a well-known manufacturer, but
is labelled with a retailer's brand. Inglis makes
Kenmore for Sears. A private brand will have a
lower price than a national brand.
Generic Brand - also called a no name brand.
This has the lowest cost because the labeling and
packaging is cheaper and there is no promotion
for this type of brand.
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Positioning is about the place a brand occupies in a
market in the minds of the consumers.
Strong brands have a clear, often unique position in a
market.
Positioning a product means that some people will
not want the product, therefore, marketers have to be
prepared to alienate some consumers.
Marketers make specific choices about how to
position their products/services in order to create an
image of the brand that they want the consumer to
accept.
Positioning can involve brand name, image,
packaging, the way it is delivered, or a combination
of these.