Marketing Essentials
n UNIT Branding, Packaging, and Labeling
Branding Elements
and Strategies
Chapter 31 n Branding, Packaging, and Labeling
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Branding Unit
Branding Elements and Strategies
What You'll Learn
 The nature, scope, and importance of branding
in product planning
 The various branding elements
 The different types of brands
 How to classify branding strategies
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Branding Unit
Branding Elements and Strategies
Why It's Important
The right name is an important part of every
successful business. The _____ and ______
of a business or a product reflect the
personality of the company, product,
or service.
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Branding Unit
Branding Elements and Strategies
Branding
A ______ is a name, term, design, or symbol (or
combinations of them) that identifies a _________ or
organization and the products that they offer. Brands are
divided into two categories:
 _______ brands
 product brands
Slide 1 of 6
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Branding Unit
Branding Elements and Strategies
Branding
Corporate brands identify the business and reflect
_______, value, and reliability.
Product brands show quality and reliability for a
particular _______.
Slide 2 of 6
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Branding Unit
Branding Elements and Strategies
Branding
A brand name is the ______, group of words, letters,
or numbers of a brand that can be _______.
A brand mark is a _______, design, or distinctive
coloring or lettering that identifies a brand.
Slide 3 of 6
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Branding Unit
Branding Elements and Strategies
Branding
A trade character is a brand mark with ______ form or
characteristics.
A trademark is a brand name, brand mark, trade name,
trade character, or a combination of these given _____
__________ by the federal government and noted by the
trademark symbol ().
Slide 4 of 6
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Branding Unit
Branding Elements and Strategies
Branding
Brand names, brand
marks, trade names,
trade characters, and
trademarks are often
combined to form a firm's
corporate ______ or
name.
Slide 6 of 6
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TOP BRANDS
• GO TO BRANDZ 2014 TOP 100 PDF
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Branding Elements and Strategies
Branding Unit
Top Ten Brands
• Brands are often a company’s most valuable asset.
• What amounts of advertising spending do you think
companies spend on their brand?
• Do you think these brands would continue to be valuable if the
companies reduced or eliminated their advertising?
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Branding Unit
Branding Elements and Strategies
Importance of Brands in Product Planning
The use of brands is important
in product planning for several
reasons. Branding:
 builds customer _________
 assures customers that products carrying the same brand
are of a consistent ___________
 addresses new _____ markets
 establishes an image for a product or company
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Branding Unit
Branding Elements
& Strategies
Generating Brands
___________ percent of
companies introduce a ________
product name each year. Brand names are
generated by:
 company ________
 specialized computer software programs
 _________ agencies, naming consultants,
and public relations agencies
________ of all corporate name changes occur
because of company mergers and acquisitions.
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Branding Unit Branding
Types of Brands
Elements and Strategies
Three classifications of
brands are:
 National Brands
 Private Brands
 Generic Brands
Slide 1 of 3
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Branding Unit Branding
Types of Brands
Elements and Strategies
National Brands, also called
___________ brands, are owned
and initiated by manufacturers.
 Example: General Electric,
Heinz, Motorola
Private Brands, also called
_________ brands or dealer
brands, are owned and initiated by
wholesalers and retailers.
 Example: Radio Shack, Kmart
Slide 2 of 3
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Branding Unit
Types of Brands
Branding Elements and Strategies
Generic brands represent a __________ product
category and do not carry a company or brand name.
The packaging carries only a description of the product,
such as “pancake mix” or “paper towels.” They are
usually much cheaper than _________-name products.
Slide 3 of 3
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Branding
Graphic Organizer
Types of Brands
TYPES OF BRANDS
National
Brands
Private
Brands
Generic
Brands
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Branding Unit
Branding
Brand Strategies
Elements and Strategies
Branding _________ are the ways companies use brands
to meet sales and company objectives. Strategies
include: 1. Brand Extensions 2. Brand Licensing
3. Mixed branding
 co-branding
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Branding Unit
Branding
Brand Extension
Elements and Strategies
Brand extension is a branding
strategy that uses an _________
brand name for an improved
or new product in the product line.
 Example: Ocean Spray
Cranberry Juice extended to CranApple, Cran-Raspberry, etc.
Advantages: Reduces risk of new
product _____________
Disadvantages: ____ - ________
a product line can cause brand
dilution
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Licensing
Licensing Basics
A ________ is a grant of permission to allow
another to make use of intellectual property
rights. The intellectual property right may
be for a patent, trademark, trade secret,
or copyright. The license may even be for
technical or business "know-how."
In the Sports World…
License—the legal right to ____________ a
team’s logo in exchange for payment.
Protect the use of the name and symbols
Advantages of Licensing
In order to be successful, a licensing agreement should:
Be ___________ beneficial to both parties
One of the benefits to the licensor may be maximizing income by expanding market
opportunities without large capital expenses.
A benefit to the licensee may include rapid entry into a market using technology developed
and tested by others.
The licensor wants to maximize income from the license
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Branding Unit
Brand Licensing
Branding Elements and Strategies
Brand licensing is the
legal _____________
by a trademarked brand
owner to allow another
company (the licensee)
to use its brand, brand
mark, or ______
character for a fee.
Advantages:
Enhance company
image, sell more
products
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Branding Unit
Mixed Brands
Branding Elements and Strategies
A mixed-brand strategy
involves
simultaneously offering a
_____________ of
National, Private, and
Generic brands.
 Example: Union
Carbide sells Glad
brand garbage bags
and generic brand
garbage bags.
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Branding Unit
Co-Branding
Branding Elements and Strategies
A co-branding strategy
combines one or more
brands to increase
customer ________ and
sales for each individual
brand.
 Example: Kellogg’s
Pop-Tarts are made only
with Smucker’s fruit
filling. ________ Coffee
Co. opens coffee shops
inside Barnes & Noble
bookstores.
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Branding
ASSESSMENT
Reviewing Key Terms and Concepts
1. What is the difference between a brand
name and a brand mark?
2. Why is branding important to product
planning?
3. Name three types of brands.
4. List four different branding strategies.
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