This document discusses branding, brand equity, and strategies for strengthening brands. It covers:
1) The definition of a brand as a name or symbol that distinguishes a seller's goods/services from competitors. Brand equity refers to the value added to a product from its brand.
2) Factors that influence customer attitudes toward brands, including brand awareness, associations, quality, and loyalty.
3) Ways to strengthen brands such as creative advertising, sponsoring events, inviting customers to join clubs, and supporting social causes.
4) Considerations for good brand names like suggesting benefits, qualities, and being distinctive and memorable. Trademark protection gives exclusive rights to brand names.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
This document discusses branding, brand equity, and strategies for strengthening brands. It covers:
1) The definition of a brand as a name or symbol that distinguishes a seller's goods/services from competitors. Brand equity refers to the value added to a product from its brand.
2) Factors that influence customer attitudes toward brands, including brand awareness, associations, quality, and loyalty.
3) Ways to strengthen brands such as creative advertising, sponsoring events, inviting customers to join clubs, and supporting social causes.
4) Considerations for good brand names like suggesting benefits, qualities, and being distinctive and memorable. Trademark protection gives exclusive rights to brand names.
This document discusses branding, brand equity, and strategies for strengthening brands. It covers:
1) The definition of a brand as a name or symbol that distinguishes a seller's goods/services from competitors. Brand equity refers to the value added to a product from its brand.
2) Factors that influence customer attitudes toward brands, including brand awareness, associations, quality, and loyalty.
3) Ways to strengthen brands such as creative advertising, sponsoring events, inviting customers to join clubs, and supporting social causes.
4) Considerations for good brand names like suggesting benefits, qualities, and being distinctive and memorable. Trademark protection gives exclusive rights to brand names.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
This document discusses branding, brand equity, and strategies for strengthening brands. It covers:
1) The definition of a brand as a name or symbol that distinguishes a seller's goods/services from competitors. Brand equity refers to the value added to a product from its brand.
2) Factors that influence customer attitudes toward brands, including brand awareness, associations, quality, and loyalty.
3) Ways to strengthen brands such as creative advertising, sponsoring events, inviting customers to join clubs, and supporting social causes.
4) Considerations for good brand names like suggesting benefits, qualities, and being distinctive and memorable. Trademark protection gives exclusive rights to brand names.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Download as ppt, pdf, or txt
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Brand Names and Branding
Issues A brand is…..
A name or symbol that distinguishes
the goods or services of one seller group from those of competitors. Six Levels of Meaning
User
Culture Personality
Attributes Benefits Values
Brand Equity
The set of assets and liabilities linked to a brand’s name or
symbol that add to or subtract from the value provided by the core product or service. 5 Levels of Customer Attitudes toward a brand
Devoted to Brand
Values the Brand
(brand as friend)
Satisfied & Switching Cost
Satisfied Customer (no reason to change) No Brand Loyalty (customer will change) Components of Brand Equity
Brand Brand Awareness Associations
Brand Equity
Perceived Brand Quality Loyalty Branding Decision Brand name or no brand name Most goods sold today are branded:
National or manufacturer brands
Private or store brands
Brand Ladder
versus
Brand Parity Benefits of branding for the seller
• Brand names make it easier for the seller to process
orders and track down problems
• Creates brand loyalty
• Helps seller segment markets. A different branded
detergent to different market segments.
• Help build corporate image
Strengthening the brand Develop Creative Advertising Strengthening the brand Sponsor well-regarded events Strengthening the brand Invite customer to join a club Strengthening the brand Invite public to visit your factory Strengthening the brand Create your own retail units Strengthening the brand Give support to social causes Strengthening the brand Be known as a value leader Strengthening the brand Develop a strong spokesperson or symbol to represent the company Brand Names • Individual names Example General Mills: Bisquick, Betty Crocker, Nature Valley
• Blanket family names
Examples Heinz, Campbells
• Company name ties to individual product names
Example Kellogg’s Rice Krispies, Kellogg’s Corn Flakes Good Brand Names Should Suggest something about product benefits Good Brand Names Should Suggest product qualities such as action or color Good Brand Names Should Be easy to pronounce, recognize, and remember Good Brand Names Should
Be distinctive
Not carry negative images in other languages
Trademark Protection Gives owner exclusive rights to that brand name for 10 years with indefinite renewal.
Brand names can revert back to generic terms that refer to
a product class and thus no longer provide protection.
Aspirin Cellophane Cube steak
Milk of magnesia Corn flakes Dry ice Thermos Nylon Yo-Yo Raisin Bran Trampoline Linoleum Escalator Shredded Wheat Brands can become “generic” in several ways • Company develops a unique product and does not also develop a generic description for competitors to use in identifying their version of the product. (EX: Sony Walkman personal stereos)
• If consumers use the brand name when referring to
the product type. (EX: Aspirin instead of acetylsalicylic acid)
• When a brand acheives such a high marketshare
that the brand “becomes” the category. (EX: trampoline) To protect the trademark Insist that your brands be used only as adjectives – never as nouns or verbs. (EX: “Hand me a Kleenex facial tissues”, not “hand me a kleenex”.)
Don’t use it in the plural or posessive form (unless the marks
themselves contain an “s” (Levi’s) (EX: Make 40 xeroxes of that report)
Use the TM symbol for unregistered marks and the R for
registered ones
Use the word “brand” after the name.
Send letters of objection when your mark is misused –
especially in newspapers, the Internet, dictionaries, and encyclopedias. Brand Strategies Product Category Existing New Brand Name
Existing Line Brand Extension Extension
New Multibrands New Brands
Cobranding Line Extensions Introduction of additional items in the same product category under the same brand name :new flavors, forms, colors, sizes, etc. Multibrands Introducing new brands into the same product category
All are Lever Brothers products
Cobranding Two or more well known brands are paired in a single offering Brand Extensions Using an existing brand name to launch new products in other categories Brand Extension Decisions • Does the brand fit the product class?
