Which of the following is a name Term sign symbol design or a combination of these that identifies the seller of a product or service?

Presentation on theme: "What is a brand? A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or."— Presentation transcript:

1 What is a brand? A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. 1

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• Presentation on theme: "What is a brand? A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or."— Presentation transcript:
• What is a name Term sign symbol or design?
• Is a name or term a sign or symbol a design or a combination of any or all of them that identify good service and companies?
• Is a name Term sign symbol or design or a combination of these elements that is intended to identify the goods or services of one seller or a group of sellers?

2 Distinguishing between brand terminology
Brand identity is the way a company aims to identify or position itself or its product or service; the visual or verbal expressions of a brand which leads to the psychological or emotional associations that the brand aspires to maintain in the minds of the consumer. Brand image is the way the public actually perceives this aim. A brand promise is the marketer’s vision and communication of what the brand will be and do for consumers.

3 The role of brands – for customers
Signify quality level Facilitate purchasing Reduce risk 3

4 The role of brands – for firms
Increase marketing efficiency Legal protection Serve as a competitive advantage Attract employees Create loyalty Help segment markets Secure price premium Elicit support from channel partners 4

5 What is brand equity? Measurable
The added value that can be attributed to a brand (beyond the value of the product or service) Measurable Firm level: financials based on market capitalization minus tangible assets, or projected profits Product level: compare price of a no-name brand to a branded item Consumer level: research on customer awareness, perceived uniqueness, positive association 5

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9 Brand Personality Brandtoys.com

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12 Brand elements Brand names URLs Slogans Logos Characters Symbols 12

13 What is co-branding? Co-branding, also called dual branding or brand bundling, refers to the combining of two or more well-known brands into a joint market offering or marketed together in some fashion. Forms of co-branding include same-company, joint venture, multiple sponsor, and retail co-branding.

14 What is ingredient branding?
Ingredient branding creates brand equity for materials, components or parts that are necessarily contained within other branded products.

15 GoreTex is an ingredient in many leading brands
A straddle brand positioning can help convince customers that the market offering can accomplish two or more seemingly conflicting benefits, such as Gore-Tex’s promise to deliver both breathability and water protection Source: David Young-Wolff/PhotoEdit

16 Brand naming strategies
Individual names Blanket family names Separate family names Corporate name–individual name combo 16

17 Criteria for brand name selection
Memorable Meaningful Likeability Transferable Adaptable Protectable The Snap, Crackle and Pop slogan has been translated into many European languages Source: Courtesy of the Kellogg Group

18 Sources of names Acronym: A name made of initials such as UPS or IBM
Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders' names: Using the names of real people like Hewlett-Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker

19 Dyson’s hand dryer is a brand extension
The Dyson hand dryer is a brand extension from the Dyson vacuum cleaner which in itself was a revolution in vacuuming Source: Courtesy of Dyson

20 How to use celebrity branding
Clear and popular image High perceived credibility Good match with target audience and brand In the 1800s Pope Leo XIII and Emile Zola (pictured left) both endorsed a wine tonic. Celebrity endorsement is now a global phenomenon Source: The Advertising Archives 20

21 Issues arising from celebrity endorsements
Multiple brand endorsers Image considerations Celebrities as brands Celebrity endorsements of products and services is a major branding development. European stars who have become global brands are Germany’s Claudia Schiffer, Spain’s Penelope Cruz and from Wales, Catherine Zeta-Jones. Source: David Fisher/Rex Features (left); Most Wanted/Rex Features (centre); Carolyn Contino/BEV/Rex Features (right)

22 Brand roles in a brand portfolio
Flankers Cash Cows Low-end Entry-level High-end Prestige 22

What is a name Term sign symbol or design?

Brand is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service.

Is a name or term a sign or symbol a design or a combination of any or all of them that identify good service and companies?

A brand is a name, term, sign or symbol, design or some combination of them is used to identify the products.

Is a name Term sign symbol or design or a combination of these elements that is intended to identify the goods or services of one seller or a group of sellers?

A brand is a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods and services of a seller and differentiate them from those of competitors. A brand name is the part of the brand that can be vocalized.

Which of these is a name Term symbol design or combination of that identifies a seller's products and differentiates them from competitors products?

What is the name term symbol sign or design that helps identify a product or service?

Is a name Term sign symbol or design or a combination of them which is intended to identify the goods or services of one seller to other competitors?

Is a design or symbol that is created by an organization and identifies its offering and services?