Download - Branding
Brand Brand Name
Trademark Generic Name
Product Line Product Mix
Individual offering Page 216
Co-Branding
Two companies join to create a new product carrying both their brands.
Co-Branding
Examples:
McCains cake and KFC
McDonalds & movie Mulan
Pizza Hut & Pepsi
Cereal box with other thing inside
Pizza Pizza and Blockbuster video rental & Chocolate bar
Cinelex Odeon and Blockbuster
A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT
Something used to show customers that one product is different than the products of another manufacturer. WTGR
Brand
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Brand Name
Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors. Page 216
A brand that has been given legal protection and has been granted solely to its owner.
Trademark
Generic Name Brand
Generic Goods
National Brand
Private Brand
Examples of the 3 differences between a national brand, a private brand and a generic brand
Philadelphia Cream CheesePhiladelphia Cream Cheese
IGA Cream CheeseIGA Cream Cheese
No Name brand cream cheeseNo Name brand cream cheese
National Brand
products that carry the name of the manufacturer
ie. Maxwell House coffeeie. Philadelphia cream cheese
Private Brand
products that carry the name of the products that carry the name of the seller, not the manufacturerseller, not the manufacturer
ie. MasterChoice coffeeie. MasterChoice coffeeie. IGA cream cheeseie. IGA cream cheese
Generic Name Brand
A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name (usually that of the first or leading brand in that product class). TEXT
names for product categoriesie. Velcro is the brand -“hooked fabric fastener” is the generic nameie. Xerox is the company“photocopy” is the generic name,- other examples???????? “rollerblades, Styrofoam”, Jello, Vaseline, Q-tips, Kleenex
Terms
non-branded products that sell at discountie. dish soap, toilet paper, aluminum foil, etc.
Generic Goods
1. Brand Recognition (also called Brand Equity)
2. Brand Preference / Loyalty
3. Insistence
Brand Loyalty Categories
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•Brand Recognition / EquityBrand Recognition / Equity
•Brand Preference / LoyaltyBrand Preference / Loyalty
•Brand InsistenceBrand Insistence____________________________________
•Brand AwarenessBrand Awareness
•Brand AssociationBrand Association
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• Brand Recognition / EquityBrand Recognition / Equity - awareness, loyalty, quality, emotion
• Brand Preference / LoyaltyBrand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence)________________________________________________
• Brand AwarenessBrand Awareness -your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY
• Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire
• Brand AwarenessBrand Awareness -your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY
Not in the text
• Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire
• Paul Hogan - Subaru
• James Earl Jones (voice of CNN)
• Chihuahua - Taco Bell
• Jordan - Nike
• Julia Louis Dryfuss - Nice and Easy
• Candice Bergen - Sprint Canada
Not in the text
Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regions
• white diamonds - liz taylor
• BMW Z3 - 007
• roots hats - olympics
• fubu - urban trend / hip hop
• right guard - Sir Charles
• Ru Paul - MAC Cosmetics
• Seinfeld - AMEX
Not in the text
• Brand Awareness -your product is the first that comes to mind in a certain product categoryeg. ice tea = Snapple, running shoes = Nike
Most Valuable Global BrandsMost Valuable Global Brands
Coca ColaCoca Cola $$ 3636 BillionBillion
NescafeNescafe $$ 1111 BillionBillion
KodakKodak $$ 1010 BillionBillion
MicrosoftMicrosoft $ 9.8$ 9.8 BillionBillion
BudweiserBudweiser $ 9.7$ 9.7 BillionBillion
Kellogg'sKellogg's $ 9.3 Billion$ 9.3 Billion
BrandsBrands Brand valueBrand value
MotorolaMotorola $ 9.2 Billion$ 9.2 Billion
GilletteGillette $ 8.2$ 8.2 BillionBillionBacardiBacardi $ 7.1$ 7.1 BillionBillion
MarlboroMarlboro $$ 3333 Billion Billion
Source: Financial World
14-2
Terms
brand trademark
logo copyright
Termstrademarktrademark a brand that has been given a brand that has been given
exclusive legal protection - exclusive legal protection - name and the designname and the design
copyrightcopyright music, or words that are music, or words that are
given legal ownership by the given legal ownership by the authorauthor
page 473
1. Manufacturers’/ National
a) Familyb) Individual
2. Private - page 222 - see slide 31
3. Generic - page 223 - see slide 31
Brand Strategy
Page 221