Scribd Logo
Upload

Welcome to Scribd!

  • Branding

    Uploaded by

    Carlos Maglutac
    8 views7 pages
    This document discusses branding and how developing a recognizable brand through trademarks, symbols, and quality products can help with promotion. It outlines characteristics of a good brand name such as being short, simple, and easy to pronounce. Packaging is described as promoting, protecting, and enhancing products while sending messages to customers. Warranty policies and service guarantees are part of an overall marketing strategy.

    Original Description:

    All about the power of brands

    Copyright

    © © All Rights Reserved

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document discusses branding and how developing a recognizable brand through trademarks, symbols, and quality products can help with promotion. It outlines characteristics of a good brand name such as being short, simple, and easy to pronounce. Packaging is described as promoting, protecting, and enhancing products while sending messages to customers. Warranty policies and service guarantees are part of an overall marketing strategy.

    Copyright:

    © All Rights Reserved
    Flag for inappropriate content
    8 views7 pages

    Branding

    Uploaded by

    Carlos Maglutac
    This document discusses branding and how developing a recognizable brand through trademarks, symbols, and quality products can help with promotion. It outlines characteristics of a good brand name such as being short, simple, and easy to pronounce. Packaging is described as promoting, protecting, and enhancing products while sending messages to customers. Warranty policies and service guarantees are part of an overall marketing strategy.

    Copyright:

    © All Rights Reserved
    Flag for inappropriate content
    of 7

    Branding

    CARLOS MAGLUTAC
    Recognized Trademarks and Symbols Help
    in Promotion (Exhibit 8-3)
    Conditions Favorable to Branding

    Product
    quality and
    Easy to best value Dependable,
    label and widespread
    identify availability

    Key
    Favorable
    Issues
    shelf or Market price
    display can be high
    space
    Economies
    of scale
    Achieving Brand Familiarity is Not
    Easy
    Brand
    Insistence

    Brand
    Preference

    Brand
    Recognition

    Brand Non-
    Recognition

    Brand Rejection
    Characteristics of a Good
    Brand Name (Exhibit 8-4)
    • Short and simple • Suggestive of product
    benefits
    • Easy to spell and read • Adaptable to
    packaging/labeling needs
    • Easy to recognize and • No undesirable imagery
    remember
    • Easy to pronounce • Always timely (does not go
    out of date)
    • Can be pronounced in only • Adaptable to any advertising
    one way medium
    • Can be pronounced in all • Legally available for use (not
    languages (for international in use by another firm)
    markets)
    Packaging Promotes, Protects, and
    Enhances
    Packaging Can Packaging Sends
    Enhance the a Message
    Product

    Packaging Can Packaging Can


    Lower Create Value for
    Distribution Buyers and
    Costs Sellers
    Warranty Policies Are a Part of
    Strategy Planning
    Promises in Magnuson-
    Writing Moss Act

    Service May Improve


    Guarantees Marketing Mix

    You might also like