Name the brand of the
following trade
characters
Charlie the Tuna
StarKist Tuna
Energizer Bunny
Energizer Batteries
Green M&M
M&M’s candies
Keebler Elf
Kellogs Keebler cookies
Tony the Tiger
Frosted Flakes Cereal
Today we are going to
talk about……..
BRANDS AND
BRANDING
Objectives
 Describe
what makes an effective
brand
 Explain
how companies use brands
 Describe
how brands come alive
A company’s brand involves a lot
more than its name and logo
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It’s made up of all associations and impressions
consumers have about a particular company or
product.
All employees contribute to a brand
You are important to your employer’s brand
Brand creation requires much thought and effort
Companies need to make powerful and lasting
connections with customers- connections are
the business’s MOST VALUBLE asset!
What is a BRAND?????
 It
is more than just a name or logo
 It is all the combined impressions and
experiences associated with a particular
company, good, or service
 It is something consumers relate to on
rational and emotional levels
Brand Identity
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Elements work together to project a consistent
image and are instantly recognizable
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NAME- words, letters, or numbers that can be
spoken
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SYMBOLS, or logos, used with the name; cannot be
spoken
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TRADE CHARACTERS may also be used
What Makes a Good
Brand Name?
Good brand names are….
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SHORT
MEMORABLE
DESCRIPTIVE OF PRODUCT
FEATUERS/BENFITS
May also give brand meaning if made up or
borrowed
A Brand is Built Around Values
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Characteristics and values represent what a
business or product stands for
These “intangibles” connect with consumers in
a meaningful way
Brand cues remind consumers of values and
qualities
Brand personality is the essence of the brand
and encompasses values and emotional
connections
BRAND IS THE CUSTOMER’S
TOTAL EXPERIENCE
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Touch points- Opportunities to connect with
customers and reinforce brand values
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Every contact with customers is a chance for the
business to live up to its characteristics
When customers call customer service
 When customers receive a bill
 When customers return merchandise
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These become the customer’s perceptions and
experiences, which are the brand foundations in
the customer’s mind
Consumers Develop
Brand Loyalty When
Expectations Are Met!
They will pass up other brands for the
one they want.
You want that brand to be yours!
Levels of Brand Loyalty
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BRAND RECOGNITION
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Customers are aware of a brand and know
something about it
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Ex. A consumer may know about Red Roof Inns but has
never had a personal Red Roof Inn brand experience
BRAND PREFERENCE
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Customers would rather have a particular brand but
will buy something else if it is not available
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Ex. A family may be looking for a Red Roof Inn, but
since they are tired they stop at a Holiday Inn
Levels of Brand Loyalty cont.
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BRAND INSISTENCE
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Consumers ABSOLUTELY, positively want one
brand and one brand only.
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Ex. It’s late, and the driver is tired but is determined to
make it to the next Red Roof Inn. This person WILL
NOT STAY ANYWHERE ELSE!
* Consumers move through these levels by having repeated,
positive experiences with particular brands *
Every Business has a Brand
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Large companies with huge budgets and staff
Small businesses
Every business holds a place in customer’s minds
Behind Every Brand: PEOPLE
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Employees are walking, talking demonstrations of
brand values every day in everything they do
Employees connect brand values with customers
through touch points to make brands come alive
Employees both reflect brand values and help
shape them
Contributing to Your Employer’s
Brand
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Make a commitment
Embrace values and
integrate them into
everyday actions
Demonstrate brand
values in your
interactions with
coworkers