Stages of Branding
99% of all businesses live at this level.
Brand Absence
A name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors’ products.
A product brand
The marketer’s goal is to try to establish the “point of difference”—the factor that separates the brand from its competitors.
Brand positioning
The Nike “swoosh” is
A brand mark
Customers’ allegiance to a particular brand.
Brand loyalty
When consumers become aware of a brand and know a bit about it.
Brand Recognition
Sometimes called a store brand, is a brand owned by an intermediary.
A private brand
An existing brand name is used for a new or improved product line.
Brand extensions
Kellogg’s Frosted Flakes' Tony the Tiger is an example of
A trade character
The act of distinguishing between or separating two or more things.
Differentiation
The stage of brand loyalty in which consumers prefer to purchase a certain brand but will accept substitutes if the brand is not available
Brand Preference
Involves using the same brand for related products in a product line.
Family branding
One company allows another to use their brand name, logo, or character for a fee.
Brand licensing
Kellogs is an example of
A trade name.
An unbranded product that is plainly packaged, has lower or standard quality, is sold at a lower price than a branded product, and receives little or no promotion.
A generic item
Only that particular brand will satisfy a customer for a given purpose.
Brand Insistence
Involves using different brands for products owned by one company.
Individual branding
Companies join forces to increase recognition, customer loyalty, and sales for both brands.
Co-branding
Starbucks Coffee is one example of
A manufacturer's brand
A group of related product items.
A product line.
Not only do customers insist on having your product, they rave about it to anyone who will listen.
Brand Advocacy
This is also known as a national brand. Sears Kenmore is an example because Kenmore is made by Whirlpool.
Manufacturer's brand
These products don’t always have brands! These items are plainly packaged and receive little or no promotion.
Generic or no-branding strategy
Kenmore, which is really manufactured by Whirlpool, is an example of
An intermediary brand
A company develops a lengthy list of brand name possibilities than can come from many sources:
Brainstorming