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    Brand

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    Md Chamok Shuvo
    The document discusses what brands are, when they are used, their key elements like names and marks, and strategies for branding like extensions and licensing. Brands are visual symbols that identify products and companies and distinguish them from competitors.

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    Brand

    Uploaded by

    Md Chamok Shuvo
    27 views19 pages
    The document discusses what brands are, when they are used, their key elements like names and marks, and strategies for branding like extensions and licensing. Brands are visual symbols that identify products and companies and distinguish them from competitors.

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    © © All Rights Reserved

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    The document discusses what brands are, when they are used, their key elements like names and marks, and strategies for branding like extensions and licensing. Brands are visual symbols that identify products and companies and distinguish them from competitors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    27 views19 pages

    Brand

    Uploaded by

    Md Chamok Shuvo
    The document discusses what brands are, when they are used, their key elements like names and marks, and strategies for branding like extensions and licensing. Brands are visual symbols that identify products and companies and distinguish them from competitors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 19

    What is a Brand?

     A brand is a name, term, design, symbol,


    or combination of these elements that
    identifies a product or services and
    distinguishes it from its competitors

    http://www.businessweek.com/interactive_reports/top_brands.html
    When is a Brand Used?
     Identify one product, a family of related
    products, or all products of a company

     Each brand is different


     Some may want to portray a brand that is
    known for quality and reliability
    • Another may want to portray fun and excitement
    Elements of Branding
     Brand Name

     Trade Name

     Brand Mark

     Trade Character

     Trademark
    Brand Name
     Also called a product brand
     A word, group of words, letters, or numbers
    • Represent a product or service
     An effective brand name:
     Easily pronounced
     Distinctive
     Recognizable
     Examples
     PT Cruiser, Pepsi, Barbie, Pop-Tarts, Big Mac
    Trade Name
     Also called corporate brand
     Identifies and promotes a company or a
    division of a particular corporation
     The legal name that a company uses
    when it does business
     Trade Names support Brand Names
     Examples
     Procter & Gamble, Dell, Disney, Kellogg’s,
    Nike, Yahoo!
    Brand Mark
     Unique symbol, coloring, lettering, or other
    design elements
     Recognizable visually
     Does not need to be pronounced
     Examples

    http://www.logoinn.net/reviews/design-reviews/16-world-most-recognized-logos
    Trade Character
     Specific type of Brand Mark
     Has human form or characteristics
     Icons
    Trademark

     Word, name, symbol, device, or a combination of


    these elements that is given legal protection by the
    federal government
     Used to prevent other companies from using a
    similar element that might be confused with the
    trademarked one

    ® means “registered trademark”


    1884
    Importance of Brands
     To build product recognition and customer
    loyalty

     To ensure quality and consistency

     To capitalize on brand exposure


     Introduce new product lines
    Generating Brand Names
     75% of all companies introduce a new
    product name every year.
     250,000 trademarks are registered per
    year
     60% of all companies conduct market
    research to test new brand names before
    they are released to the public
     Once they are established, they are rarely
    ever changed
    Types of Brands
     National Brands

     Private Distributor Brands

     Generic Brands
    National Brands
     Also called producer brands
     Owned by national manufacturers or
    companies that provide services
     Examples
     Colgate-Palmolive
     Hershey
     Whirlpool
    Private Distributor Brands
     Also called private brands or store brands
     Developed and owned by wholesalers and
    retailers
     Examples
     ARC Distribution
     Abdul Monem Ltd.
     Wholesale Club
    Generic Brands
     Products that do not carry a company
    identity
     Their packages usually features a
    description of the product
     “Pancake Mix”
     “Paper Towels”
     Generally sold in grocery stores
     Often priced 10-15% lower than private
    distributor brands
    Branding Strategies
     Brand Extension

     Brand Licensing
    Brand Extension
     Uses existing brand name to promote new
    or improved product in a product line
     Ocean Spray drinks
     Originally just did cranberry juice
     CranApple
     CranCherry
     CranGrape
    Brand Licensing
     When companies allow other
    organizations to use their brand, brand
    mark, or trade character
     This is done to increase revenues and
    enhance their company image
     NFL has licensing arrangements with Pepsi
    and Visa
    • People who like the NFL may use Visa or drink
    Pepsi
    Thank you

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