Branding, Packaging and Labeling Chapter 31.1
Jan 18, 2016
Branding, Packaging and Labeling
Branding, Packaging and Labeling
Chapter 31.1Chapter 31.1
BrandBrand
A name, term, design, symbol, or combination of these elements that identifies a product or service and distinguishes it from its competitors
Can be used to identify one product, a family of related products, or all products of a company
A name, term, design, symbol, or combination of these elements that identifies a product or service and distinguishes it from its competitors
Can be used to identify one product, a family of related products, or all products of a company
Elements of BrandingElements of Branding
Developed to target customers’ needs and preferences and include elements such as: Brand Names Trade Names Brand Marks Trade Characters Trademarks
Developed to target customers’ needs and preferences and include elements such as: Brand Names Trade Names Brand Marks Trade Characters Trademarks
Brand NameBrand Name
Also called a product brand Is a word, group of words, letters,
or numbers that represent a product or service
Should be easily pronounced, distinctive, and recognizable
Also called a product brand Is a word, group of words, letters,
or numbers that represent a product or service
Should be easily pronounced, distinctive, and recognizable
Brand Name ExamplesBrand Name Examples
PT Cruiser Pepsi Barbie Pop-Tarts Big Mac
PT Cruiser Pepsi Barbie Pop-Tarts Big Mac
Trade NameTrade Name
Corporate brand Identifies and promotes a company
or a division of a particular corporation
The legal name that a company uses when it does business and is used to promote a positive image of the organization such as quality, value and reliability
Corporate brand Identifies and promotes a company
or a division of a particular corporation
The legal name that a company uses when it does business and is used to promote a positive image of the organization such as quality, value and reliability
Trade Name ExamplesTrade Name Examples
Proctor and Gamble Dell Disney Kellogg’s Nike Yahoo!
Proctor and Gamble Dell Disney Kellogg’s Nike Yahoo!
Brand MarkBrand Mark
Many brands incorporate a unique symbol, coloring, lettering, or other design elements
Recognizable visually and does not need to be pronounced
Examples include: US Postal Service’s Eagle Apple Computer’s Apple
Many brands incorporate a unique symbol, coloring, lettering, or other design elements
Recognizable visually and does not need to be pronounced
Examples include: US Postal Service’s Eagle Apple Computer’s Apple
Trade CharactersTrade Characters
A specific type of brand mark, one with human form or characteristics
Examples include: Green Giant’s Jolly Green Giant Pillsbury Doughboy Keebler Elves
A specific type of brand mark, one with human form or characteristics
Examples include: Green Giant’s Jolly Green Giant Pillsbury Doughboy Keebler Elves
TrademarkTrademark
A word, name, symbol, device or a combination of these elements that is given legal protection by the federal government
Used to prevent other companies from using a similar element that might be confused with the trademarked one
A word, name, symbol, device or a combination of these elements that is given legal protection by the federal government
Used to prevent other companies from using a similar element that might be confused with the trademarked one
Trademark ExamplesTrademark Examples
McDonald’s Golden Arches Peacock for NBC
No other company can use these symbols
The US Patent and Trademark Office grants trademark rights. Disputes regarding trademarks are settled in federal courts
McDonald’s Golden Arches Peacock for NBC
No other company can use these symbols
The US Patent and Trademark Office grants trademark rights. Disputes regarding trademarks are settled in federal courts
Trademark ExtensionsTrademark Extensions
Companies may want to extend trademark branding of products and services to include additional elements of sound, color, and smell
Boston Duck Tours received a sound trademark for the sound of a human voice making ducklike quacking noises
Companies may want to extend trademark branding of products and services to include additional elements of sound, color, and smell
Boston Duck Tours received a sound trademark for the sound of a human voice making ducklike quacking noises
Registered Trademark Symbol
Registered Trademark Symbol
Trademarks are followed by a registered trademark symbol
When brand names, brand marks, trade characters, and other elements of branding are registered as trademarks, they cannot be used or misused by other companies
Trademarks are followed by a registered trademark symbol
When brand names, brand marks, trade characters, and other elements of branding are registered as trademarks, they cannot be used or misused by other companies
Importance of Brands in Product Planning
Importance of Brands in Product Planning
Branding establishes an image for a product or company and projects that image to its customers and the marketplace
Is important to Build product recognition and
customer loyalty To ensure quality and consistency To capitalize on brand exposure
Branding establishes an image for a product or company and projects that image to its customers and the marketplace
Is important to Build product recognition and
customer loyalty To ensure quality and consistency To capitalize on brand exposure
Generating Brand NamesGenerating Brand Names
75% of all companies introduce a new product name every year
Companies can use computer programs to generate a name
Branding agencies, naming consultants or public relation firms can generate and check availability as well
75% of all companies introduce a new product name every year
Companies can use computer programs to generate a name
Branding agencies, naming consultants or public relation firms can generate and check availability as well
Types of BrandsTypes of Brands
Wholesalers and retailers also brand their products
Three types of classifications National Brand Private Distributor Brands Generic Brands
Wholesalers and retailers also brand their products
Three types of classifications National Brand Private Distributor Brands Generic Brands
National BrandsNational Brands Owned and initiated by national
manufacturers or by companies that provide services
Generate the majority of sales - 70% of all food products, 65% of all appliances, 80% of all gasoline and 100% of all automobiles
Examples: Hershey Foods Whirlpool Ford
Owned and initiated by national manufacturers or by companies that provide services
Generate the majority of sales - 70% of all food products, 65% of all appliances, 80% of all gasoline and 100% of all automobiles
Examples: Hershey Foods Whirlpool Ford
Private Distributor BrandsPrivate Distributor Brands
Also called private brands, store brands, dealer brands or private label
Developed and owned by wholesalers and retailers
Examples include: Radio Shack Wal-Mart’s George Kohl’s Villager
Also called private brands, store brands, dealer brands or private label
Developed and owned by wholesalers and retailers
Examples include: Radio Shack Wal-Mart’s George Kohl’s Villager
Generic BrandsGeneric Brands
Products that do not carry a company identity
Packaging usually features a description of the product
Generally sold in supermarkets Priced 30-50% lower than National
Brands and 10-15% lower than Private Brands
Products that do not carry a company identity
Packaging usually features a description of the product
Generally sold in supermarkets Priced 30-50% lower than National
Brands and 10-15% lower than Private Brands
Branding StrategiesBranding Strategies
Brand Extensions Uses an existing brand name to promote a
new or improved product Example: Ocean Spray extended its Cranberry
Juice line by adding flavors such as CranApple
Brand Licensing Allowing another company to use their brand,
brand mark, or trade character for a fee Example: The NFL has licensing arrangements
with Pepsi and Visa
Brand Extensions Uses an existing brand name to promote a
new or improved product Example: Ocean Spray extended its Cranberry
Juice line by adding flavors such as CranApple
Brand Licensing Allowing another company to use their brand,
brand mark, or trade character for a fee Example: The NFL has licensing arrangements
with Pepsi and Visa
Mixed Branding Combination of manufacturer, private
and generic brands Example: Michelin makes tires for its
own brand and tires for sale at Sears under the Sears name
Co-Branding Combines one or more brands in the
manufacture of a product or in the delivery of a service
Example: Kellogg’s Pop-Tarts with Smucker’s fruit filling
Mixed Branding Combination of manufacturer, private
and generic brands Example: Michelin makes tires for its
own brand and tires for sale at Sears under the Sears name
Co-Branding Combines one or more brands in the
manufacture of a product or in the delivery of a service
Example: Kellogg’s Pop-Tarts with Smucker’s fruit filling
ReviewReview
1. What is the difference between a brand name and a trade name?
2. List the three types of brands3. What are the different types of
branding strategies?
1. What is the difference between a brand name and a trade name?
2. List the three types of brands3. What are the different types of
branding strategies?
AssignmentAssignment
Carefully read pages 660-667 You will be responsible for the
information in this section so make sure you really read it!
Answer questions 1-3 on page 667 Complete 14-27 of the Chapter
Review on page 669
Carefully read pages 660-667 You will be responsible for the
information in this section so make sure you really read it!
Answer questions 1-3 on page 667 Complete 14-27 of the Chapter
Review on page 669