3.04 – BBranding

Characteristics of a good brand name.

The name should:Describe the product’s benefits and usesBe easy to read, pronounce, and rememberCreate appealing imagesBe distinctiveBe adaptableBe legally available for useBe appropriate for packaging and advertising

is a Brand

What is A Brand?

What is a Brand? A brand is a design,

name, symbol, term or word that distinguishes and identifies a company and/or products or services

What is Branding?

Forms of BrandingA corporate brand represents

the entire company or organization

For example, Coca-Cola, Ford, McDonalds, Kraft or Microsoft

Forms of BrandingA product brand represents

a specific product of a company or organization

For example, Diet Coke, Big Mac, or Windows

Forms of BrandingA private distributor brand, also called a store brandFor example, Radio Shack brand of batteries, Lowe’s brand of macaroni and cheese

2013 Top 100 Brands

Top 10 Brands That Failed

Trade character

Personified symbol that represents the brand name

Taco Bells Ad Attacks McDonalds Mascot

Describe considerations for International Branding

Marketers must research their brands to determine whether they would be acceptable in different countries.

IKEA Furniture Names Offensive in Thailand

Discuss employees’ Role in BrandingIt is important for employees to take an active role in the branding process. Employees are the “face” of the company.

Employee of The Month

Matching Vocabulary Quiz

ACTIVITY What’s Your Brand?

http://www.youtube.com/watch?v=WTeO0lf_CV0&feature=related