branding

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Slide 1: 

Brand Brand Name Trademark Generic Name 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 Pizza Pizza and Blockbuster video rental & Chocolate bar Cinelex Odeon and Blockbuster

Slide 4: 

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 Brand Page 216

Slide 5: 

Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors. Page 216

Slide 6: 

A brand that has been given legal protection and has been granted solely to its owner. Trademark

Slide 7: 

Generic Name Brand Generic Goods National Brand Private Brand

Examples of the 3 differences between a national brand, a private brand and a generic brand : 

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 ie. MasterChoice coffee ie. IGA cream cheese

Slide 11: 

Generic Name Brand A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name (usually that of the first or leading brand in that product class). TEXT names for product categoriesie. Velcro is the brand -“hooked fabric fastener” is the generic nameie. Xerox is the company“photocopy” is the generic name,- other examples???????? “rollerblades, Styrofoam”, Jello, Vaseline, Q-tips, Kleenex

Terms : 

Terms non-branded products that sell at discountie. dish soap, toilet paper, aluminum foil, etc. Generic Goods

Slide 13: 

1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Brand Loyalty Categories Page 220

Slide 14: 

Brand Recognition / Equity Brand Preference / Loyalty Brand Insistence__________________ Brand Awareness Brand Association Page 220

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 categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY Brand Association - the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire

Slide 16: 

Brand Awareness -your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY Not in the text

Slide 17: 

Brand Association - the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire Paul Hogan - Subaru James Earl Jones (voice of CNN) Chihuahua - Taco Bell Jordan - Nike Julia Louis Dryfuss - Nice and Easy Candice Bergen - Sprint Canada Not in the text

Slide 18: 

Brand Association - the link to favourable images, celebrities, geographic regions white diamonds - liz taylor 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

Slide 19: 

Brand Awareness -your product is the first that comes to mind in a certain product categoryeg. ice tea = Snapple, running shoes = Nike

Most Valuable Global Brands : 

Most Valuable Global Brands Coca Cola $ 36 Billion Nescafe $ 11 Billion Kodak $ 10 Billion Microsoft $ 9.8 Billion Budweiser $ 9.7 Billion Kellogg's $ 9.3 Billion Brands Brand value Motorola $ 9.2 Billion Gillette $ 8.2 Billion Bacardi $ 7.1 Billion Marlboro $ 33 Billion Source: Financial World 14-2

Terms : 

Terms brand trademark logo copyright

Terms : 

Terms 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 page 473

Slide 23: 

1. Manufacturers’/ National a) Family b) Individual 2. Private - page 222 - see slide 31 3. Generic - page 223 - see slide 31 Brand Strategy Page 221

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