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R U Brand Aware?

R U Brand Aware?. Exploring the concept of branding Tasks 53-54 Sports Marketing, Spring, 2011. What is a BRAND?. A brand is a design, name, symbol, term or word (or a combination of any of them) that distinguishes and identifies a company and/or products or services. These are all brands….

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R U Brand Aware?

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  1. R U Brand Aware? Exploring the concept of branding Tasks 53-54 Sports Marketing, Spring, 2011

  2. What is a BRAND? • A brand is a design, name, symbol, term or word (or a combination of any of them) that distinguishes and identifies a company and/or products or services

  3. These are all brands…

  4. Parts of a Brand: Trade Name – General Mills Brand Name- Trix Trade Character – the Rabbit Slogan-Silly Rabbit, Trix are for Kids!

  5. Trade Name- the main company • (Little Debbie) • Brand Name- the part of the brand that can be spoken (Swiss Rolls) • Trade Character- brand marks that have been made to be lifelike – (Debbie) • Slogan- memorable phrases used in advertising (Unwrap a Smile)

  6. What makes a good brand name? • The name should describe the product’s benefits and uses.

  7. The name should be easy to read, pronounce and remember.

  8. The name should create appealing images.

  9. The name should be distinctive

  10. The name should be adaptable

  11. The name should be appropriate for packaging and advertising

  12. Types of Brands Family branding vs. Individual branding

  13. It’s All in the Family • Family branding uses the same brand name for related products in a product line

  14. Family Branding • New products are easily introduced, as the brand name is recognizable. But… • One bad product can damage the whole line of products.

  15. Standing on their Own • Individual branding uses different brands for products owned by the same company.

  16. Individual Branding

  17. Benefits of Individual Branding • Each brand has its own unique identity. • Allows company to sell to different markets • If one brand fails, the impact does not affect other brands.

  18. Branding Activity • Look at your handout for instructions on the branding activity for this unit.

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