Brand name Decision

 Individual- a marketing strategy in which every product a company sells has its own unique
brand name.
Ex: Coca Cola- Sprite, Powerade, Fanta, DietCoke, Coca-Cola
 Blanket Family Name- a company gives same names to all its products.
Ex: LG Electronics- LG TV, LG RADIO, LG REF, SOUND BAR
 Corporate- act of using the brand name of the company in the overall advertising efforts and all
communication to the stakeholders
-Has strong corporate legacy, popular *accepted by the social)
Ex: Nike *sponsors sports events”, Apple
 Corporate and Product- dominant use of the corporate brand.
Ex: Nestle- focuses on products like KITKAT, NERDS, NESTEA, NESCAFE

Brand Name Selection

 Benefits and Qualities: Clear

 Easy to P, R, R
 Distinctive- easy to recognize because it is different from others
 Extendable-Amazon (book retailer) GROW INTO NEW MARKETS, SO OPPORTUNITY WOULD RISE

-Shopping, Kindle, Music

 Translate easily into foreign languages

Building Strong Brands

 Brand Equity-the positive differential effect that knowing the brand name has on customer
product or service.

Provides:

o More brand awareness and loyalty

o Basis for strong, profitable customer relationships
 Customer Equity-the greater the customer equity, the more future revenue in the lifetime of
its client
 Brand Valuation-the job of estimating the total financial value of the brand

Advantages of Branding:

 Easy for the seller to track down problems and process orders
 Provide legal protection of unique product features
 It helps to give a product category at different segments, having separate bundle of benefits
 Enhances corporate image
 Branded goods are desired by retailers and distributors
Types of Brand

 Functional- bought to satisfy a functional need on the part of the consumer

- Cellphones, vehicles
 Image Brand- create value by building specific perception in user’s minds
- Depend on their ability to tap into customer’s desires and to define themselves according to
a particular image.
- Certain fashion, food, liquor products
 Experiential- about how the product makers the user feels when interacting with the brand
- A place/service which delivers a sensory experience or encounter with the brand
- Disney, Starbucks

Brand Sponsorship

 Manufacturer’s brand- also called as national brand, selling its output under the own brand
name
 Private brand- also called as house brands, product brands owned by a retailer or a wholesaler
rather than the manufacturer
Advantages:
- Exist primarily because they tend to be lower in price, product mix control, slotting fees for
manufactures’ brand, higher margins, exclusivity
 Licensed brand- renting/leasing of an intangible asset
- Process of creating and managing contracts between the owner of a brand who wants to
use the brand in association with a product
- Ex: Hello Kitty, Disney. SELLER OF CHILDRENS PRODUCT ATTACH CHARACTERS NAME TO
CLOTHING, TOYS
 Co-branding: process when two companies form an alliance..
Level
Types:
 Ingredient- Oreo, cookies and cream, flavoring, McFlurries; insert pics
 Same company- Tv&Tv box/satellite,
 Joint- GOOGLE AND NASA, DEVELOPING GOOGLE EARTH*insert Google Earth
 Multi sponsor- insert pic

Packaging:

 Primary- the packaging in direct contact with the product itself and is sometimes referred to as
retail packaging, pics.
 Secondary- packaging that holds together the individual units of a good
 Shipping- facilitates the protection handling and transportation in order to group everything into
unit loads during transit.

PC-design, materials used. PE- appealing to emotion, culture, preferences.