Branding. What is Branding . Branding. Branding is establishing an identity for a product that differentiates it from the competition. It is made up of a brand name , logo , slogan , and trademark and creates brand loyalty . BRAND LOYALTY.
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What is Branding
Branding is establishing an identity for a product that differentiates it from the competition.
It is made up of a brand name, logo, slogan, and trademark and creates brand loyalty.
Brand loyalty is what happens when consumers make repeatpurchases of the same brand
A brand creates faith in the consumer
The consumer knows whattoexpect andhas confidence in what they buy.
A brand name is the letters, words or numbers that can be verbalized
(Brand Fresh in your mind exercise)
to conveytheimage of the product
to build and retain customer'sloyalty
to gaina position in the market
to aid advertising
to aid promotion
Brands are used to differentiate a product or service from its competition. This is called Product Differentiation.
A brand helps shoppers to understand and remember a product or service and its benefits.
Marketers hope that shoppers will remember their product before any other. This is called “top of mind”.
A National Brand is a product which is branded by a manufacturer's brand and is typically supported by heavy advertising. Coca Cola and Heinz Ketchup would be examples of this.
A private Brand label is a brand that a retailer creates to exploit their corporate image
Only that retailer can sell it
It allows them to differentiate themselves (And control price and quality)
Loblaw’s “President’s Choice”
Shopper’s Drug Mart’s “Life” brand
HBC’s “togo” brand
Generic Brands are also called no name brands. They are the lowestcostbecause the labeling and packaging is cheaper, and there is no promotion for this type of brand.
A logo is the part of the brand in the form of a symbol that is usually registered
A brand mark and trademark are examples of a logo
Show logo quiz
Stylized writing of the company or product’s initials or a combination of initials and numbers
Line drawings of people, animals or objects.
Shapes that carry a visual message but are not representative of identifiable objects.
Harvey’s makes a hamburger a beautiful thing”
A slogan is a catchyphrase used to remind the consumer of a company or brand