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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 • • • • Manufacture Private Family Individual Characteristics Effective Brands • • • • • • • 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? • • • • FORD Volvo Ollie's Allstate • • • • First Alert Michelin Scrubbing Bubbles Timex Watches What can affect Brand name? • • • • • Bad publicity Health scare Disaster Miracle Endorsement Why create a brand? • • • • • Product is easily identified If you have $ to Promote… Could be more profitable Build loyalty and recognition Creates jobs!!!! Steps to brand creation • • • • • • • 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 • • • • Positioning Extension Licensing Co-Branding