2. KNIPSS MANAGEMENT INSTITUTE
BRANDING
BRAND -
a name, term, design, symbol, or
combination of these elements that
identifies a product and distinguishes it
from its competitors
4. KNIPSS MANAGEMENT INSTITUTE
ELEMENTS OF A BRAND
BRAND NAME
(or product
brand) a word,
group of words,
letters, or
numbers that
represents a
product that can
be spoken
◦ Should be easily
pronounced,
distinctive, and
5. KNIPSS MANAGEMENT INSTITUTE
ELEMENTS OF A BRAND
BRAND MARK
the part of a brand that is a symbol or
design
◦ It may include distinctive colors or lettering
Pictorial
marks
Abstract logo
marks
Letter marks Word marks Mascot
Combinatio
n
The emblem
6. KNIPSS MANAGEMENT INSTITUTE
ELEMENTS OF A BRAND
TRADE NAME
(or corporate brand) identifies and promotes a
company or a division of a particular corporation
◦ The legal name used while conducting business
◦ Used to promote a positive image of the organization
(quality, value, reliability)
8. KNIPSS MANAGEMENT INSTITUTE
ELEMENTS OF A BRAND
TRADE MARK
a brand name, brand mark, trade name, trade character, or a
combination of these that is given legal protection by the
federal government
10. KNIPSS MANAGEMENT INSTITUTE
What is Brand Equity?
Brand equity is the added value endowed on products and
services, which may be reflected in the way consumers, think,
feel, and act with respect to the brand.
Customer-based brand equity is thus the differential effect
brand knowledge has on consumer response to the marketing
of that brand. A brand has positive customer-based brand equity
when consumers react more favorably to a product and the way it
is marketed when the brand is identified than when it is not
identified. A brand has negative customer-based brand equity if
consumers react less favorably to marketing activity for the brand
under the same circumstances. There are three key ingredients of
customer-based brand equity.
