Chapter 11: Branding

Unit 3: The Marketing Mix

Learning Goals

Explain the purpose of a brand Distinguish between a brand name, a logo,

and a slogan Identify three ways branding helps the

customer Explain the three goals of branding for the

marketer Describe how marketers create a positive

brand image through positioning and social responsibility

Learning Goals

Summarize ways that brand creators can protect their brands

Explain the purpose of developing your own personal brand

Day 1 Response Journal

At what age (approximately) did you become aware of brand names? Which brands did you

notice at that age?

How important are brands to you when making a purchase now?

***Save As May 6 in your Response Journal Folder***

Branding

"Hand me a Kleenex”, “I want Jell-O” or “Please Xerox this for me”

It is likely that you have made at least one of these statements or some variation on them

What do Kleenex, Jell-O and Xerox all have in common? Each of these is a brand name that has become so

powerful that the brand name is often used instead of the product category

In reality; Kleenex is a brand of disposable facial tissue, Jell-O is

a brand of dessert gelatin and Xerox is a brand of photocopy machine

The Value of a Brand

The value of a brand is its ability to increase sales through ___________________ and ___________________

Some other famous brand names include McDonald’s, Disney, Sony, Microsoft,

Starbucks, Nintendo, FedEx, and Coke

Brand Recognition Brand Loyalty

What is branding?

Video

What Is a Brand?

In simple terms, a _________ is a mark or design placed on a product to distinguish it from other products and to identify the owner of the brand

At its fullest level, the brand of a product encompasses all aspects of the product Name Marketing mix (product, place, price, and promotion) Personality Image Position in the minds of customers History

A brand helps communicate what the product is about

Brand

Parts of a Brand

A brand has two parts;

1.Tangible

2.Intangible

The tangible parts of a brand are; Brand Name

Consists of words, numbers, or letters that can be spoken• E.g. Nike (the name for a brand of athletic shoes and

clothing)

Parts of a Brand Logo

A picture, design, or graphic image associated with the brand• E.g. the Nike Swoosh

A _________________ is a logo that has been given human characteristics• E.g. KFC’s Colonel Sanders

Slogan A phrase or sentence that summarizes some essential

aspect of the product• E.g. Nike’s “Just do it”

Also called a tag line A _________ is a slogan that is set to music

Trade Character

Jingle

Kit Kat Jingle

Parts of a Brand

The intangible parts of a brand include; Image

Nike's image is excellence in sports

Personality Nike’s personality is that of a person who is exciting,

spirited, "cool," and dedicated to doing his or her personal best

The use of top athletes in Nike advertising reinforces this image and personality

Influence on customers Through advertising and other promotional activities, the

Nike brand has developed a great ability to influence customers to buy it

Level of Brand

There are two levels of brands;

1.Corporate Brand Represents a whole

company E.g. Nike

2.Product Brand Represents a specific

product E.g. Air Jordan is the brand

of a specific Nike product

Level of Brand

Some brand names are the same for the corporation and the product E.g. Coca-Cola is the

brand name of a company and of a specific product• The Coca-Cola Company

has product brands in addition to Coca-Cola, for example Diet Coke and Sprite

Types of Brands

Product brands come in three types;

1.Manufacturer Brand

2.Private Brand

3.Generic Brand

1. Manufacturer Brand

A ____________________ is a brand created by the manufacturer for its own products• E.g. Levi’s jeans, Lay’s potato chips and Cover Girl

makeup

Also called national brand or regional brand Most well-known brands are manufacturer

brands Most manufacturer brand are sold through

wholesalers to retailers E.g. Lay’s sells their chips to Zehrs, Fresh Co., Etc.

Manufacturer Brand

2. Private Brand

A _______________ is owned by a reseller E.g. Old Navy brand jeans, President’s Choice

product, etc.

Also called store brand, distributor brand, dealer brand, or private label brand

Sold only through stores that own the brand E.g. only Old Navy carries Old Navy brand

jeans and only Zehrs carries President's Choice brand foods

Private Brand

3. Generic Brand

A _________________ is a product that is not branded

Typically has plain packaging with only the product category name, such as “facial tissue”

Lower in price because money is not spent on advertising

Generic Brand

Branding and the Customer

Imagine standing in the aisle of breakfast cereals at your local grocery store

Now imagine that none of the cereals has a name, all cereals are packaged in a white box

The only way to tell one cereal from the other is to read the ingredients on the box

It would probably take you a long time to find the cereal you want

Branding and the Customer

Now imagine how it really is The cereals are grouped by their manufacturer,

for example, Kellogg's, General Mills, and Post Each of these corporations has a distinct

corporate brand Each cereal has a specific brand name and

distinctive package design These distinct names, packaging, and brand

identities help you locate and buy the cereal you want

Branding and the Customer

Branding helps customers by;

1.Identifying the product

2.Providing assurance of quality

3.Providing assurance of consistency

1. Identity

Branding gives a product an identity

The brand name, logo, slogan, and packaging of a brand make a product _______ different from its competitors E.g. Coke wants you to “open

happiness" in a red and silver can with a wave. Pepsi urges you to "live for now" in a blue and red can with a circle

Look

2. Quality

Branding provides assurance of product quality Customers vary in the level of quality they want in various

products Branding allows customers to quickly identify the product

that is appropriate for their needs For example, pens come in a variety of quality and price

levels. For a student, the simple, inexpensive ballpoint pen is the quality and price level desired. The Bic brand pen, which sells for under a dollar, provides the quality that a student needs at an appropriate price. However, a successful executive might prefer an elegant fountain pen with platinum trim. For the executive, the Montblanc brand, which might sell for over $300, represents the quality she needs at a price she is willing and able to pay

3. Consistency

Branding also provides assurance of product consistency

The product will be the ________ whenever and wherever you buy it E.g. a McDonald’s Big Mac will be the same

whether you buy it in Toronto, Los Angeles or Melbourne

Same

Day 1 Assigned Work

Students please complete the following; K & U Questions #2, 3 & 4 on page 168Thinking Question #3 on page 168Application Question #1 on page 169

***Save As Ch 11 Day 1 in your Unit 3 folder***

Day 2 Response Journal

What brands are you loyal to? Why do you stay loyal to these brands?

List a minimum of 3.

***Save As May 8 in your Response Journal Folder***

Goals of Branding

The power of a brand is its ability to influence ______________________

Branding helps marketers promote and sell the product

Marketers use branding to achieve the following goals;

1.Create a unique brand identity

2.Create a positive image of the brand

3.Develop brand loyalty

Purchasing Behaviour

1. Unique Brand Identity

Marketers often use product features to sell a product For example, a computer might have the fastest processor

available or a salon might have the best process for colouring hair

However, product features can easily be copied by the competition

And as a result, product features are rarely unique Therefore, in order to make a brand stand out from

the competition, marketers need to use other aspects of a product to distinguish it from the competition

What are those aspects?

1. Unique Brand Identity

There are two things marketers can do to try and create a unique brand identity;

A.Promoting unique product benefits A _____________ is the need-satisfying ability of

a product Typically, customers buy benefits NOT features

B.Developing unique visual symbols

Benefit

Product Feature Vs. Product Benefit

A product benefit is different from a product feature because ..A product feature is easily copiedUnique product benefits can be developedMarketers are often more successful at promoting product benefits than features

A. Product Benefit

Product benefits generally fall into one of three categories;

a)Functional Benefits Meet physical and safety needs E.g. the location and hours of a 7-Eleven store make it easy for you to get

to at any time

b)Emotional Benefits Meet acceptance and esteem needs Occurs when a product creates a positive feeling E.g. using Maybelline cosmetics makes you feel vibrant and attractive

c)Self-Expressive Benefits Meet esteem and self-actualization needs Occurs when the use of a product expresses the consumer’s self-image E.g. using an Apple computer shows that you are a creative,

individualistic type

B. Visual Symbols

The ________________ of a brand is it’s graphic design; including the brand name, logo and slogan One of the most powerful aspects of a brand Visual symbols often work best when they

evoke some aspect of the brand E.g. part of the reason that the Nike swoosh

is so effective is that it evokes a sense of movement and power

E.g. part of the reason that McDonald's golden arches are so effective is that they remind you of the M in McDonald's

Visual Symbols

B. Visual Symbols

Visual symbols often gain effectiveness by using ______________ A metaphor is a comparison

between two unlike objects or ideas, for the purpose of implying a similarity between them

The Energizer Bunny, for example, suggests that like the Bunny, Energizer batteries “just keep going and going”

Metaphor

2. Positive Brand Image

Developing a unique brand does not necessarily make a positive brand image

Positive brand image develops over _________, through; Promotion Customer experience with the product

There are two activities that can help build a positive brand image;

• Positioning• Social Responsibility

Time

A. Positioning

Positioning consists of the actions marketers take to create a specific image of a product in a customer’s mind Brands can convey images such as prestige, value, or trendiness The 4Ps and the customer experience create the brand's image

__________________ is the image that the brand has in the customer’s mind In other words, positioning is what marketers do Marketers use positioning to find a place for the product in the

marketplace and to distinguish the product from its competitors The actual position is how the customers see the product The positioning and the actual position of the product are the

same, if the marketing has been successful

Brand Position

A. Positioning

Once developed, it is difficult to change the image of a product or brand in the mind of a customer, but can be done Read the Toyota example on pages 163 & 164

(starting in paragraph 4)

B. Social Responsibility

People like companies that are socially responsible

For this reason, many companies participate in visible community and charitable events

E.g. Canadian Tire helps underprivileged children participate in organized recreation and sports through its Jumpstart program

Participating in socially responsible activities can create a positive image for a company and its products

3. Brand Loyalty

Research has shown that it is less expensive to keep current customers than to find new customers

One of the advantages of a strong brand is that it inspires brand loyalty

__________________ is a situation in which customers will buy only a certain brand of a product

Brand loyalty leads to; Repeat purchases More profits

Brand Loyalty

Day 2 Assigned Work

Students please complete the following; K & U Questions #6 on page 168Thinking Question #6 on page 168Branding & You Worksheet

Handout Provided

***Save As Ch 11 Day 2 in your Unit 3 folder***

Day 3 Response Journal

Look around the classroom. Identify and list 5 different brand names of products that you can see.

Add to your list 5 other products that you can see but cannot identify by brand name.

Why are some brand names identifiable and some are not? Explain.

***Save As May 11 in your Response Journal Folder***

Protecting a Brand

A brand is only valuable if competitors cannot copy it To prevent a brand from being copied, brands can

be protected by registering it with the Canadian Intellectual Property Office

Through the Canadian Intellectual Property Office you can register/apply for … A Patent A Trademark A Service Mark

Protecting a Brand

A _____________ is the exclusive right granted by a government to an inventor to manufacture, use, or sell an invention for a certain number of years

A _________________ is another term for brand; it refers to the word(s), phrase(s), symbol(s), or design(s) that identifies and distinguishes the source of goods

A ___________________ is the term for a trademark, except it identifies the source of a service

Trademark

Service Mark

Patent

Protecting a Brand

Protecting a Brand

Protections offered by registering for a patent, trademark, or service mark are …Exclusive rights to sell, make, or use the good or serviceExclusive rights to use the trademark (brand name) or service markThe legal ability to sue someone who tries to make, sell, or use a registered trademark or service mark

Protecting a Brand

A _________________ is the general name for an entire product category E.g. facial tissue Generic brands cannot be registered as

trademarks

Sometimes a brand becomes so popular that people use the brand name as the generic name E.g. Kleenex If this occurs, the brand name may lose its

trademark production

Generic Brand

Protecting a Brand

If a brand becomes so popular that people use the brand name instead of the generic product name, the brand name may lose its trademark protection

When a brand name becomes a generic name, the brand name is in effect killed as a trademark

That brand name no longer has trademark protection and can be used by anyone

Many generic names started as brand names Examples include;

Escalator Granola Zipper

Protecting a Brand

Many current brand names are often used generically

Examples include; Band-Aid Coke Kleenex Xerox

The generic usage attests to the popularity of the brand

Protecting a Brand

On the other hand, the generic usage makes it possible that the brand might lose its trademark protection, which would be a great loss to the trademark owner

To help distinguish the brand from the generic category, marketers often use the word brand along with the brand name or trademark E.g. Kleenex is often advertised as "Kleenex brand tissue”

One brand that is working very hard to keep its name from becoming generic is ________________ Rollerblade® is a brand of in-line skates To protect the brand name, the Rollerblade company requests

that you do not use the word Rollerblade as a generic term for in-line skates

Rollerblade Inc.

You as a Brand

Some of the most famous brand names are the names of the people who developed the brands

Examples include; Ford Ritz-Carlton Hershey

Imagine your name as your brand, and you as the product When the principal of your school hears your name, what

image comes to his or her mind? What image would you like him or her to have of you?

You as a Brand

In the competitive world of job searches, the concept of branding is the new hot approach Job candidates attempt to develop themselves as

a brand

The purpose of a personal brand is the same as that of a product brand To distinguish yourself from

competition To make the potential employer want to

buy your product (that is, hire you)

Day 3 Assigned Work

Students please complete the following; K & U Questions #9 & 10 on page 168Branding Terms Crossword Puzzle

Handout Provided

***Save As Ch 11 Day 3 in your Unit 3 folder***