BRANDING
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MOHD HUSNI15DPR12F2028LECTURER : SITI AISHAH BT AB
JALILCH4:BRANDINGWhat Is BrandingBrand is a name, term, sign,
symbol, or design, or combination of them, intended to identify the
goods or services of one seller or group of sellers and
defferentiate them from those of competitors.BRAND EQUITY Branding
equity is the added value endowed on products and services, which
may be reflected in the way consumer, think, feel, and act with
respect to the brandROLE OF BRANDS Marketers / manufacturersTo
create consumer awarenessTo help marketers to introduce a new
productTo promote companys productEasy for consumer to recognize a
product when displayedTo give a law protection from imiative
MiddlemenTo attract customer whos like a branded productTo
improve the image of shopHaving ability to compete with the others
competitors
CustomerCustomer can differentiate with competitor product Easy
for customer to buy a product because they can recognize a
productCustomer can evaluate a quality of product or sevicesBRAND
ELEMENTSBrands element have a four types: Brand nameA brand name is
a name/part of the brand that can be spoken, e.g. Levi's, Calvin
Klein, Hilton and BMW. There are the number of ways to brand a
product.
iBrand markA brand mark is a design element, such as a symbol
(e.g. Nike Swoosh), logo, (e.g. Yahoo! graphic) a character (e.g.
Disney Mickey) or even a sound (e.g. Intel Inside sound), that
provides visual or auditory recognition for the product.
Trade nameA trade name is a legal trading name or business name
which may or may not related directly to the branding ofits
products.It is the name which a business trades under for
commercial purposes although it is registered, legal name, used for
contracts and other formal situations may be another.
For example, Bayer pharmaceutical also have trade names for
'Aspirin' which is often dissimilar to its chemical names,
'acetylsalicylic acid'.Trade markA trade mark is a registered and
protected brand name, symbol or logo. It typically comprise a name,
word, phrase, logo, symbol, design, image, or combinations of these
elements.It is a distinctive sign or indicator which is used to
uniquely identify products to consumers.
For example, football teams normally carry their sponsors' trade
mark on their games shirt, such as Nike, Adidas, and Reebok,
etc.CRITERIA OF BRAND ELEMENTS
