Chapter 14 Branding and Packaging A name term design symbol or feature that identifies the marketer s products from other marketers The part of the brand that can be spoken including letters words or The part of a brand that is not made up of words such as symbol or design 1 Brand 2 Brand name numbers 3 Brand Mark 4 Trademark 5 Trade Name A legal designation of exclusive use of brand The full legal name of an organization 6 Cultural Dimensions Individuals confer social meaning onto brands Based on symbolic meanings ad key associations 7 Cultural Branding Explains how a brand conveys a powerful image that consumers find useful in cementing their identities A customer s favorable attitude toward a specific brand 8 Brand Loyalty 9 Degree s of Brand Loyalty Brand Recognition i Buyer is aware that the brand exists and considers it as an alternative if the preferred brand is unavailable i Buyer prefers the product over competitive offerings and will Brand Preference purchase if available Brand Insistence i Product is strongly preferred buyer will accept no substitute The marketing and financial value associated with a brand s strength in a 10 Brand Equity market 11 4 Elements that Underlie Brand Equity Brand name awareness Brand loyalty Perceived brand quality Brand associations 12 Types of Brands Manufacturer Brands Initiated by producers to ensure that producers are identified with their products at the point of purchase i i i Private Distributor Brands Initiated and owned by a reseller Generics Indicate only the product category and do not include the company name or other identifying terms 13 Selecting a brand name Indicate major benefits and suggest uses Easy for customers to say spell and recall Distinctive Well designed so that it can be used and recognized in all types of media 14 Service Brand Same as the company name 15 Branding Strategies Individual Branding i Each product is given a different name i All of the firm s products are branded with the same name or part Family Branding of the name Brand Extension i an organization uses one of its existing brands to brand a new product in a different product category 16 Co Branding 17 Brand Licensing Using two or more brands on one product An agreement in which a company permits another organization to use its brand on other products for a licensing fee The development of a container and a graphic design for a product 18 Packaging 19 Labeling Closely interrelated with packaging 20 Universal Product Code a series of electronically readable lines identifying a product and containing inventory and pricing information
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