1. Branding Branding Elements and Strategies

2. Brand Name, term, design, symbol or combination of these elements that identifies a product or service and distinguishes it from its competitors.

3. How it is Used Identify one product A family of related products All products of a company Connote any number of benefits, features, or qualities

4. Brands are Powerful!!!

5. Elements of Branding

6. Global Brands Projects an image of consistent quality in food and service Adapts menu

7. Brand Name Word, group of words, letters, or numbers that represent a product or service Tips Easily be pronounced Distinctive recognizable

8. Trade Name Identifies and promotes a company or a division of a particular corporation

9. Brand Mark and Trade Character Brand Mark Trade Character Unique symbol, coloring, lettering, or other design element Visual Specific type of brand mark, one with human form or characteristics

10. Trademark Word, name, symbol, device, or a combination of these elements that is given legal protection by the federal government ®

11. Importance of Brands in Product Planning To build product recognition and customer loyalty To ensure quality and consistency To capitalize on brand exposure

12. Generating Brand Names Computer software programs Branding agencies, naming consultants, or public relations firms Over 60% of all companies conduct market research to test new brand names before they are released Brand-loyalty research

13. Types of Brands National Brands Owned and initiated by national manufacturers or by companies that provide services Hershey foods, Whirlpool, Sunoco, Ford Private Distributor Brands Developed and owned by wholesalers and retailers Radio Shack Generic Brands Products that do not carry a company identity