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26 Cards in this Set

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  • Back
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Branding

creating a name, symbol or design that identifies and differentiates a product from other products

Brandmark

Represents a branding decision in which a design element, such as a symbol, logo, character sound, is used to provide visual or auditory recognition for a product.

ex. Nike's swoosh

Trademark

Any symbol, word or combination thereof used to represent or identify a product

Lanham Act

name, mark, sound

Federal Trademark Dilution Act

other brands become diluted and named after popular brand

International Issues

brand protected around the world

Branding Advantages (1 of 5 advantages)

Improve marketing efficiency: stands for something

Branding Advantages (2 of 5 advantages)

Reinforce customer loyalty

Branding Advantages (3 of 5 advantages)

Enable premium pricing: pay more for higher sought after brand

Branding Advantages (4 of 5 advantages)

Provide foundation for Extensions: buy multiple products within that brand

Branding Advantages (5 of 5 advantages)

Increase Channel Leverage (power): have more power with better branding

Branding Considerations (1 of 5)

Imply benefits

Branding Considerations (2 of 5)

Distinctive & easy to remember

Branding Considerations (3 of 5)

Consistent with Image

Branding Considerations (4 of 5)

Legal

Branding Considerations (5 of 5)

Translate well into other languages/cultures

Branding Strategy (1 of 6)

Family Brands

Branding Strategy (2 of 6)

Multi branding: each brand stands on its own

Branding Strategy (3 of 6)

Co-branding

Branding Strategy (4 of 6)

Licensed brands

Branding Strategy (5 of 6)

Manufacturer brands

Branding Strategy (6 of 6)

Private Labels (Dealer brands)

Packaging Benefits (1 of 4)

Communication

Packaging Benefits (2 of 4)

Functional

Packaging Benefits (3 of 4)

Perceptual: color of packaging

Packaging Benefits (4 of 4)

Environmental: smaller packages are cheaper