Branding

What makes an effective brand?Explain brand values, touch points, & brand

promise.Discuss branding online.

Brands

More than a name or logo

Impressions & experiences

Words, letters, numbers

Brand symbols or logos – cannot be spoken

Characteristics of a Good Brand Name: Short & memorable Product features & benefits May give the brand meaning Some use trade characters

Brand Images & Values

Values – connects to emotions

Example: Purina’s Beneful Brand

Brand “Touch Points”

Buying a good/service Calling customer service Receiving a bill Returning merchandise

Brand Promise

Results in customer loyalty

Various levels of loyalty Brand recognition Brand preference Brand insisetnce

E-Commerce: Branding on the Internet More difficult to build a new brand online

Online good for an already established brand

“Brand” is required online