A

name, term, symbol, design, or combination thereof that identifies a sellers products and differentiates them from competitors products.

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Branding
Brand Name Brand Mark
That part of a brand that can be spoken, including letters, words, and numbers. The elements of a brand that cannot be spoken.

Brand Equity

The value of company and brand names.

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Benefits of Branding

Product Identification

Repeat Sales

New Product Sales

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Branding Strategies
Brand No Brand

Manufacturers Brand

Private Brand

Individual Brand

Family Brand

Combination

Individual Brand

Family Brand

Combination

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Manufacturers Brand

The brand name of a manufacturer.

Private Brand

A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand.

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Advantages of Manufacturers Brands

Develop customer loyalty

Attract new customers Enhance prestige

Offer rapid delivery, can carry less inventory

Ensure dealer loyalty

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Advantages of Private Brands

Earn higher profits

Less pressure to mark down prices Manufacturer may drop a brand or become a direct competitor to dealers Ties customer to wholesaler or retailer No control over distribution of manufacturers brands

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Individual Brands Versus Family Brands

Individual Brand

Using different brand names for different products.

Family Brand

Marketing several different products under the same brand name.

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Cobranding
Types of Cobranding

Ingredient Branding Cooperative Branding

Complementary Branding

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Cobranding
1. Co branding is placing two or more brand names on a product or its package. 2. Ingredient branding identifies the brand of a part that makes up the product. Examples: Intel in Dell computers, Coach interiors in Lincoln automobiles,. 3. Cooperative branding occurs when two brands receive equal treatment. Examples: Promotional contest sponsored by Ramada Inns, American Express, and Continental Airlines. 4. Complementary branding refers to products advertised or marketed together to suggest usage

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The benefits of cobranding include: Enhancement of prestige or value of a product and increased market presence in markets with little or no market share.

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Trademarks
A Trademark is the exclusive right to use a brand
Many parts of a brand and associated symbols qualify for trademark protection
The mark has to be continuously protected Rights continue for as long as it is used
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