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    A Name, Term, Symbol, Design, or Combination Thereof That Identifies A Seller's Products and Differentiates Them From Competitors' Products

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    Nagendra Basetti
    The document discusses various aspects of branding, including definitions of key branding terms like brand name and brand mark. It describes the benefits of branding as product identification, repeat sales, and new product sales. It outlines different branding strategies such as manufacturers' brands, private brands, individual brands, and family brands. It also discusses cobranding strategies like ingredient branding, cooperative branding, and complementary branding. Finally, it provides an overview of trademarks, noting that trademarks protect the exclusive right to use a brand.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    A Name, Term, Symbol, Design, or Combination Thereof That Identifies A Seller's Products and Differentiates Them From Competitors' Products

    Uploaded by

    Nagendra Basetti
    163 views14 pages
    The document discusses various aspects of branding, including definitions of key branding terms like brand name and brand mark. It describes the benefits of branding as product identification, repeat sales, and new product sales. It outlines different branding strategies such as manufacturers' brands, private brands, individual brands, and family brands. It also discusses cobranding strategies like ingredient branding, cooperative branding, and complementary branding. Finally, it provides an overview of trademarks, noting that trademarks protect the exclusive right to use a brand.

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    branding

    Original Title

    Branding Final

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    The document discusses various aspects of branding, including definitions of key branding terms like brand name and brand mark. It describes the benefits of branding as product identification, repeat sales, and new product sales. It outlines different branding strategies such as manufacturers' brands, private brands, individual brands, and family brands. It also discusses cobranding strategies like ingredient branding, cooperative branding, and complementary branding. Finally, it provides an overview of trademarks, noting that trademarks protect the exclusive right to use a brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    163 views14 pages

    A Name, Term, Symbol, Design, or Combination Thereof That Identifies A Seller's Products and Differentiates Them From Competitors' Products

    Uploaded by

    Nagendra Basetti
    The document discusses various aspects of branding, including definitions of key branding terms like brand name and brand mark. It describes the benefits of branding as product identification, repeat sales, and new product sales. It outlines different branding strategies such as manufacturers' brands, private brands, individual brands, and family brands. It also discusses cobranding strategies like ingredient branding, cooperative branding, and complementary branding. Finally, it provides an overview of trademarks, noting that trademarks protect the exclusive right to use a brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    A

    name, term, symbol, design, or combination thereof that identifies a sellers products and differentiates them from competitors products.

    4/21/2012

    4/21/2012

    Branding
    Brand Name Brand Mark
    That part of a brand that can be spoken, including letters, words, and numbers. The elements of a brand that cannot be spoken.

    Brand Equity

    The value of company and brand names.

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    Benefits of Branding

    Product Identification

    Repeat Sales

    New Product Sales

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    Branding Strategies
    Brand No Brand

    Manufacturers Brand

    Private Brand

    Individual Brand

    Family Brand

    Combination

    Individual Brand

    Family Brand

    Combination

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    Manufacturers Brand

    The brand name of a manufacturer.

    Private Brand

    A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand.

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    Advantages of Manufacturers Brands

    Develop customer loyalty


    Attract new customers Enhance prestige

    Offer rapid delivery, can carry less inventory


    Ensure dealer loyalty

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    Advantages of Private Brands

    Earn higher profits


    Less pressure to mark down prices Manufacturer may drop a brand or become a direct competitor to dealers Ties customer to wholesaler or retailer No control over distribution of manufacturers brands

    4/21/2012

    Individual Brands Versus Family Brands

    Individual Brand

    Using different brand names for different products.

    Family Brand

    Marketing several different products under the same brand name.

    4/21/2012

    Cobranding
    Types of Cobranding

    Ingredient Branding Cooperative Branding

    Complementary Branding

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    10

    Cobranding
    1. Co branding is placing two or more brand names on a product or its package. 2. Ingredient branding identifies the brand of a part that makes up the product. Examples: Intel in Dell computers, Coach interiors in Lincoln automobiles,. 3. Cooperative branding occurs when two brands receive equal treatment. Examples: Promotional contest sponsored by Ramada Inns, American Express, and Continental Airlines. 4. Complementary branding refers to products advertised or marketed together to suggest usage

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    11

    The benefits of cobranding include: Enhancement of prestige or value of a product and increased market presence in markets with little or no market share.

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    Trademarks
    A Trademark is the exclusive right to use a brand
    Many parts of a brand and associated symbols qualify for trademark protection
    The mark has to be continuously protected Rights continue for as long as it is used
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