1. 3.02 – Forms of Branding

2. Forms of Branding
A brand is a
design, name, symbol, term
or word that distinguishes
and identifies a company
and/or products or services

3. Forms of Branding
 A corporate brand represents
the entire company or
organization
 For example, Coca-
Cola, Ford, McDonalds, Kraft or
Microsoft

4. Forms of Branding
 A product brand represents a
specific product of a company
or organization
 For example, Diet Vanilla Coke,
Big Mac, or Windows XP

5. Forms of Branding
A private distributor
brand, also called a store
brand
For example, Radio Shack
brand of batteries, Lowe’s
brand of macaroni and cheese

6. Trade character:
Personified symbol that
represents the brand name

7. Create a Vocabulary
Flip Book
On the front define the
ACTIVITY
word
On the back illustrate the
word with a drawing
1. Competitive Advantage 11. Product brand
2. Positioning 12. Generic brand
3. Market position 13. National brand
4. Brand 14. Private/distributor brand
5. Brand name 15. Brand strategies
6. Brand symbol 16. Family branding
7. Trade character 17. Individual branding
8. Brand recognition 18. Brand extensions
9. Brand preference 19. Brand licensing
10. Brand insistence 20. Co-branding