Professional Documents
Culture Documents
Branding and Categories
Branding and Categories
Slide 1
Brand Trademark
Product Line
Product Mix
Individual offering
Page 216
Slide 2
Co-Branding
Two companies join to create a new product carrying both their brands.
Slide 3
Co-Branding
Examples:
McCains cake and KFC McDonalds & movie Mulan Pizza Hut & Pepsi Cereal box with other thing inside
Slide 4
Brand
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
Page 216
Slide 5
Brand Name
Words, letters, or symbols that make up a name used to identify and distinguish the firms offerings from those of its Page 216 competitors.
Slide 6
Trademark
A brand that has been given legal protection and has been granted solely to its owner.
Slide 7
Slide 8
Examples of the 3 differences between a national brand, a private brand and a generic brand
Philadelphia Cream Cheese IGA Cream Cheese No Name brand cream cheese
Slide 9
National Brand
products that carry the name of the manufacturer
ie. Maxwell House coffee ie. Philadelphia cream cheese
Slide 10
Private Brand
products that carry the name of the seller, not the manufacturer
Slide 11
Slide 12
Terms
Generic Goods
non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc.
Slide 13
Page 220
Slide 14
Slide 15
Brand Recognition / Equity - awareness, loyalty, quality, emotion Brand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence) ________________________________________________
Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levis, walkman - SONY
Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Baileys - Eire
Slide 16
Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levis, walkman SONY
Slide 17
Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Baileys - Eire
Paul Hogan - Subaru James Earl Jones (voice of CNN) Chihuahua - Taco Bell Jordan - Nike
Slide 18
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 category eg. ice tea = Snapple, running shoes = Nike
Slide 20
$ 36 $ 33
$ 11 $ 10 $ 9.8 $ 9.7 $ 9.3 $ 9.2 $ 8.2 $ 7.1
Billion Billion
Billion Billion Billion Billion Billion Billion Billion Billion
Slide 21
Terms
brand trademark
logo
copyright
Slide 22
Terms
page 473
trademark a brand that has been given exclusive legal protection - name and the design copyright music, or words that are given legal ownership by the author
Slide 23
Brand Strategy 1. Manufacturers/ National a) Family b) Individual 2. Private - page 222 - see slide 31