The Importance of Branding
• A Brand is a name, word or words, symbol, or design that identifies an organization and its products
What’s in a Name?
• A brand name is a word or words, letters, or numbers representing a brand that can be spoken
What’s in a Name?
• Branding is important for building customer loyalty
• People become repeat customers
• Helps companies introduce new products
• Creates an image for the product
Trade Names
• A trade name is a legal name of a company.
• A trademark is a device that legally identifies ownership of a registered brand or trade name
• Example: Reebok™
Brand Equity $$
• Brand Equity is the value a brand has beyond its actual functional benefits.
• To develop brand equity
1. Develop in customers mind
2. Link the products name to function
3. Help consumers think and feel
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