Brand Names
Reveals what a company does
Overt Names
A group of related products sold under one name
Family Brands
The symbol used to identify a brand, helping to convey the overall brand image.
Brand Logo
Component that involves the customers emotions
Intangible Benefits
You're not you when you're hungry
Snickers
Contains recognizable words that shows that a company does
Implied Names
Using established names on a new product/service
Brand Extension
One tip for creating or changing a logo (5)
1. Logo must reflect the brand
2. Requires knowledge
3. Utilize professional designer
4. Keep the logo simple
5. Logo must be media transferrable
Component that involves a businesses visual identity
Tangible benefits
The snack that smiles back
Goldfish
Captures the essence of what a company does
Conceptual Names
Development of a new brand by a company in a goods or service category in which it currently has a brand offering
Flanker Brands
2 of the 4 tests of a quality logos and brand names
1. Recognizable
2. Familiar
3. Elicits meaning to the firm's target market
4. Evokes positive feelings
Gives assurance and confidence when making purchasing decisions
Consumer perspective
The quicker-picker-upper
Bounty
Represents something unique
Iconoclastic Names
Proprietary brands marketed by an organization and sold within the organizations outlets
Private Brands
Extremely expensive process that effects trucks, packaging, displays, and signage
Changing Logos
Gives reputable image and creates customer loyalty and higher profit margin
Company perspective
What's in your wallet?
Capital One
Purpose of brand names
give consumers clarity on company operations
The three parts that make up co-branding
Ingredient branding, cooperative branding & complementary branding
Feelings attached to items that evoke consensually held meanings within a culture or subculture
Stimulus Codability
2 companies use brand strength to develop a product in market
Brand alliance
Let's go places
Toyota