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Branding BRO Time:. Answer the following questions on a separate piece of paper In your own words define the term brand How many brands are you wearing or carrying with you today? Of the many brands that you wear, what is your favorite brand and why ?

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Branding bro time
Branding BRO Time:

  • Answer the following questions on a separate piece of paper

    • In your own words define the term brand

    • How many brands are you wearing or carrying with you today?

    • Of the many brands that you wear, what is your favorite brand and why?

    • Make sure to put your name on your BRO Time you will be turning it in to Mrs. Mangano

Sports branding

Sports Branding

Sports and Entertainment Marketing

Name that brand12
Name that Brand

What is Branding?


  • a name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors


Brand name
Brand Name

  • a word, group of words, letters, or numbers that represents a product that can be spoken

    • Should be easily pronounced, distinctive, and recognizable

Trade name
Trade Name

  • Also known as a corporate brand

  • A phrase or symbol that identifies and promotes a company or division of a particular corporation

  • Promotes positive image of quality, value, and reliability

  • Ex: Proctor & Gamble, Dell, Disney, Kellogg’s, Nike, Yahoo!

The nike trade name
The NIKE Trade Name

  • Brands owned by NIKE

    • Cole Hann: (bought in 1988 and sold in 2013)

    • Bauer Hockey: (bought in 1994 and sold in 2008)

    • Hurley: (bought in 2002 and still owns)

    • Converse: (bought in 2003 and still owns)

    • Starter: (bought in 2004 and sold in 2007)

    • Umbro: (bought in 2008 and sold in 2012)

The coca cola trade name
The Coca Cola Trade Name

  • Brands owned by Coca Cola


  • A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.

  • Top Entertainment Logos and Jingles

Trade character
Trade Character

  • A specific type of brand mark that has human characteristics


  • a brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government


Trademarks are used to prevent other companies from using a similar element that might be confused with the trademarked one.

Brand equity
Brand Equity

  • The value a brand has beyond its actual functional benefits

  • Customers are willing to pay more for a brand

  • Value becomes a competitive advantage

History of Branding

Brand equity1
Brand Equity


  • Brand Equity also has financial value through licensing

    • Allowing another company to use brand name

    • Using Nike or NFL logos on sports apparel

Types of brands and strategies
Types of Brands and Strategies

National Brands (manufacturer brand)

Private Brands (intermediary brand)

Generic brands

National brands
National Brands

  • Owned by a producer of the product

  • Manufacturers use:

    • multi-product

    • multi-branding

    • co-branding

Multi product

  • Used when the manufacturer uses one name for all its products

    • Example: Nike

      • basketball

      • running

      • soccer

      • golf

      • hockey

Multi branding

  • Each product in a product line has a distinctive name

  • Strategy is used for product that target different consumers

  • Example: Procter and Gamble’s deodorant

    • Secret: for women

    • Old Spice: for men

    • Sure: for men or women

Co branding

  • Combines one or more brands to increase customer loyalty and sales for each product

  • Two manufacturers team up to produce one product

Private distributer brands
Private Distributer Brands

  • Carries a name developed by the wholesaler or retailer,

  • Intermediaries contract with manufacturers to make products that are sold under their private labels

Generic brands
Generic Brands

  • Represent a general product category and does not carry a company or brand name.

Re branding

When a company dramatically changes their logo and brand identity to change the consumers image of the brand

Usually an attempt to distance themselves from a negative association with the brand

Branding assignment
Branding Assignment

  • Create a brand for your assigned product. Remember that you need to be creative to be sure you catch the public’s attention.

    • Create a brand name for your product

    • Create a logo for your product

    • Write a paragraph explaining your target market