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Branding

Branding. What makes an effective brand? Explain brand values, touch points, & brand promise. Discuss branding online. Brands. More than a name or logo Impressions & experiences Words, letters, numbers Brand symbols or logos – cannot be spoken. Characteristics of a Good Brand Name:.

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Branding

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  1. Branding What makes an effective brand? Explain brand values, touch points, & brand promise. Discuss branding online.

  2. Brands • More than a name or logo • Impressions & experiences • Words, letters, numbers • Brand symbols or logos – cannot be spoken

  3. Characteristics of a Good Brand Name: • Short & memorable • Product features & benefits • May give the brand meaning • Some use trade characters

  4. Brand Images & Values • Values – connects to emotions • Example: Purina’s Beneful Brand

  5. Brand “Touch Points” • Buying a good/service • Calling customer service • Receiving a bill • Returning merchandise

  6. Brand Promise • Results in customer loyalty • Various levels of loyalty • Brand recognition • Brand preference • Brand insistence

  7. E-Commerce: Branding on the Internet • More difficult to build a new brand online • Online good for an already established brand • “Brand” is required online

  8. Branding Assignment • Branding Quiz

  9. Online Brand Awareness Quiz • Go to Mr. Aldrich’s website, E-Commerce, October 7th • Click on “Brand Awareness Quiz”

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