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Branding
Marketing Objective 2.06
Questions
• Why do companies develop brands?
• How do they come up with brands?
• What makes a brand successful?
What is a Product Brand?
• A name, term, symbol
or design that
identifies a product
and distinguishes it
from a competitor.
• Product brands are
trade names, brand
names, brand marks,
and trade characters.
Types of brands
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Manufacture
Private
Family
Individual
Characteristics Effective Brands
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Easy to read, pronounce, and remember
Create appealing images
Distinctive
Adaptable
Appropriate packaging and advertising
Known benefits from products
Legally available
What do these brands promise?
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FORD
Volvo
Ollie's
Allstate
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First Alert
Michelin
Scrubbing Bubbles
Timex Watches
What can affect Brand name?
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Bad publicity
Health scare
Disaster
Miracle
Endorsement
Why create a brand?
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Product is easily identified
If you have $ to Promote…
Could be more profitable
Build loyalty and recognition
Creates jobs!!!!
Steps to brand creation
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Brainstorm ideas
Set objectives
Brand acceptance across cultures
Test Marketing
Legal issues
Research names & Web addresses
Choose the best brand name for product
Brand strategies
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Positioning
Extension
Licensing
Co-Branding