Branding, Packaging, and Labeling • Section 31.1 Branding Elements and Strategies • Section 31.2 Packaging and Labeling Branding Elements and Strategies

Chapter 31 Branding, Packaging, and Labeling • Section 31.1 Branding Elements and Strategies • Section 31.2 Packaging and Labeling Branding Elements and Strategies

Key Terms brand brand name Objectives trade name brand mark  Discuss the nature, scope, and importance of trade character branding in product planning trademark  Identify the various branding elements national brands  List three different types of brands private distributor  Explain how branding strategies are used to brands meet sales and company goals generic brands brand extension brand licensing mixed brand co-branding

Marketing Essentials Chapter 31, Section 31.1 Branding Elements and Strategies

Graphic Organizer In a chart like the following, take notes on the branding process.

Marketing Essentials Chapter 31, Section 31.1 Elements of Branding brand A name, term, design, symbol, or combination A brand X is a name, term, design, symbol, or of these combination of these elements that identifies a elements that product or service and distinguishes it from its identifies a competitors. Brands include elements such as: business, product, or • Brand and trade names service and distinguishes it • Trade and brand marks, and trade characters from its competitors.

Marketing Essentials Chapter 31, Section 31.1 Elements of Branding brand name A word, group of words, letters, or A brand name X, also called a product brand, is a numbers that represent a word, group of words, letters, or numbers that product or represent a product or service. service; also known as a product brand.

Marketing Essentials Chapter 31, Section 31.1 Elements of Branding trade name A phrase or symbol that A trade name X, or corporate brand, identifies and identifies and promotes a promotes a company or a division of a particular company or a corporation. division of a particular corporation; also known as a corporate brand.

Marketing Essentials Chapter 31, Section 31.1 Elements of Branding brand mark A unique symbol, coloring, A brand mark X is a unique symbol, coloring, lettering, or other design lettering, or other design element. It is recognizable elements. visually and does not need to be pronounced.

Marketing Essentials Chapter 31, Section 31.1 Elements of Branding trade character

A brand mark A trade character X is brand mark that has human that has human form or form or characteristics. characteristics.

Marketing Essentials Chapter 31, Section 31.1 Elements of Branding trademark A brand name, brand mark, A trademark X is a word, name, symbol, device, or trade name, trade character, combination of these elements that is given legal or a combination protection by the federal government. Trademarks of these are used to prevent other companies from using a elements that is similar element that might be confused with the given legal trademarked one. protection by the federal government.

Marketing Essentials Chapter 31, Section 31.1 Importance of Brands in Product Planning

The use of brands is important in product planning for several reasons: • To build product recognition and customer loyalty • To ensure quality and consistency • To capitalize on brand exposure

Marketing Essentials Chapter 31, Section 31.1 Generating Brand Names

Companies will generate brand names by using specialized computer software, or by hiring: • Branding agencies • Naming consultants • Public relations firms

Levi Strauss is the name of a specific brand of jeans.

Marketing Essentials Chapter 31, Section 31.1 Types of Brands

There are three classifications of brands, one for each type of company that brands its products: • National brands (manufacturers) • Private distributor brands (wholesalers and retailers) • Generic brands

Marketing Essentials Chapter 31, Section 31.1 Types of Brands national brands

Brands that National brands X are owned and initiated by are owned and initiated by national manufacturers or by companies that provide national services, such as: manufacturers or service • Hershey companies; also • Whirlpool known as producer • Ford brands.

Marketing Essentials Chapter 31, Section 31.1 Types of Brands private distributor brands Brands that are Private distributor brands X are developed developed and and owned by wholesalers and retailers. The owned by manufacturer’s name does not appear on the wholesalers and product, for example: retailers; also known as private • Wal-Mart’s George brands, store brands, dealer • Radio Shack brands, or private labels.

Marketing Essentials Chapter 31, Section 31.1 Types of Brands generic brands

Products that do Generic brands X are products that do not carry a not carry a company identity. company identity. They are generally sold in supermarkets and discount stores. Companies that manufacture and sell generic brands do not heavily advertise or promote these products, and therefore they can pass on savings to customers.

Marketing Essentials Chapter 31, Section 31.1 Branding Strategies

Some branding strategies used to meet sales and company objectives are: • Brand extensions • Brand licensing • Mixed branding • Co-branding

Marketing Essentials Chapter 31, Section 31.1 Brand Extension brand extension Brand extension X is a branding strategy that uses A branding an existing brand name to promote a new or strategy that improved product in a company’s product line. uses an existing brand name to This strategy’s risk is overextending a product line promote a new and diluting the brand with too many products. or improved product in a company’s product line.

Marketing Essentials Chapter 31, Section 31.1 Brand Licensing brand licensing

A legal Brand licensing X involves a legal licensing authorization by a trademarked agreement for which the licensing company receives brand owner to a fee, such as a royalty, in return for allowing allow another another company to use its brand/brand mark/trade company (the character. licensee) to use its brand, brand mark, or trade character for a fee.

Marketing Essentials Chapter 31, Section 31.1 Mixed Brands mixed-brand Selling a combination of Some manufacturers and retailers use a mixed- manufacturer, private brand X strategy to sell products. They offer a distributor, and combination of manufacturer, private distributor, and generic brands. generic brands. For example, a manufacturer of a national brand might agree to make a product for sale under another company’s brand.

Marketing Essentials Chapter 31, Section 31.1 Co-Branding co-branding A combination of one or more A co-branding X strategy combines one or more brands in the manufacture of a brands in the manufacture of a product or in the product or in the delivery of a service. It can also happen when two or delivery of a more retailers share the same location. service.

Marketing Essentials Chapter 31, Section 31.1 SECTION 31.1 REVIEW SECTION 31.1 REVIEW

- click twice to continue - Packaging and Labeling

Key Terms package mixed bundling Objectives price bundling  Explain the functions of product packaging blisterpacks  Identify the functions of labels aseptic packaging cause packaging label brand label descriptive label grade label

Marketing Essentials Chapter 31, Section 31.2 Factors Involved In Price Planning

Graphic Organizer In a chart like this one, take notes about the functions of packaging.

Marketing Essentials Chapter 31, Section 31.2 Packaging package The physical container or A package X is the physical container or wrapping wrapping for a product. for a product. Developing a product’s package is an integral part of product planning and promotion because the package is a selling tool.