BrandingBrandingBrandingBranding

Chapter 31.1Chapter 31.1

Warm-upThursday – Name one popular brand and

explain what you think that company does to make that brand successful.

Warm-upFriday –What is the difference between a

corporate brand and a product brands? Give an example for each.

Agenda• Introduction to Branding• Branding Elements and Strategies• Group Activity

Branding• Brand

– A name, term, design, or symbol (or combination of them) that identifies a business or organization.

Branding• Two types of Brands

– Corporate Brand• (exp. Coca-Cola, McDonald’s, Keebler,

etc)

– Product Brand• (exp. Pepsi, Coke, Oreo’s, Big Mac, etc.)

Branding• Brand Name

– The word, group of words, letters or numbers representing a brand that is spoken.• (exp. Mountain Dew, G2, Cheerio’s,

Coach, etc.)

Branding• Brand Mark

– Part of the brand that is the symbol or design

Branding • Trade Name

– Identifies the company or a division of a particular corporation (legal name the company uses to do business)• (for exp. Dell, Kellogg’s, and Xerox)

Branding• Trade Character

– Brand mark with a human form or characteristics

Branding• Trademark

– Brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government

BrandingExample:• General Mills (corporate/family

brand)– Pillsbury (product/individual brand)

• Ready to Bake Chocolate Chip CookiesTrade Name-General Mills, Inc.Brand Mark Trade

Character

Branding• Group Activity

– Draw, label and define for your product• Corporate Brand• Individual Brand• Brand Mark• Trade Name• Trade Character• Trademark• Additional Information included

References:• http://danpankraz.files.wordpress.com/2009/08/nike_swoosh.jpg• http://indianaintellectualproperty.files.wordpress.com/2009/09/mcdonalds.jpg• http://www.chinatraderonline.com/Files/Household/Sports%20and%20Outdoor

%20Living%20Products/PU-Ball/PU-Pepsi-Ball-22374555386.jpg• http://graysmatter.codivation.com/content/binary/greengiant.jpg• http://questgarden.com/04/10/3/051008144204/images/keebler_2.jpg• http://blogs.citypages.com/food/Pillsbury.jpg• http://images.google.com/imgres?imgurl=http://4.bp.blogspot.com/

_MvemY4xftAM/SJUwgOf0LVI/AAAAAAAAAG0/P_2x4Pq7Jpo/s400/Trademark1.png&imgrefurl=http://nexusdesigninc.blogspot.com/2008_08_01_archive.html&usg=__gE22qJUlzLSfBH7Wg9Oaj0PRD_k=&h=349&w=400&sz=31&hl=en&start=5&um=1&tbnid=E1U9Qu-Ht3l36M:&tbnh=108&tbnw=124&prev=/images%3Fq%3Dtrademark%26hl%3Den%26rlz%3D1T4ADBR_enUS302US303%26sa%3DN%26um%3D1

• http://www.generalmills.com/corporate/company/international/images/med_res_packaging/PB_Logo.gif