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3.02 – Forms of Branding
Forms of Branding

A brand is a
 design, name, symbol, term
 or word that distinguishes
 and identifies a company
 and/or products or services
Forms of Branding
 A corporate brand represents
  the entire company or
  organization
 For example, Coca-
  Cola, Ford, McDonalds, Kraft or
  Microsoft
Forms of Branding

 A product brand represents a
  specific product of a company
  or organization
 For example, Diet Vanilla Coke,
  Big Mac, or Windows XP
Forms of Branding

 A private distributor
 brand, also called a store
 brand
 For example, Radio Shack
 brand of batteries, Lowe’s
 brand of macaroni and cheese
Trade character:
Personified symbol that
 represents the brand name
Create a Vocabulary
                             Flip Book
                                 On the front define the

ACTIVITY
                                 word
                                 On the back illustrate the
                                 word with a drawing


1.   Competitive Advantage   11. Product brand
2.   Positioning             12. Generic brand
3.   Market position         13. National brand
4.   Brand                   14. Private/distributor brand
5.   Brand name              15. Brand strategies
6.   Brand symbol            16. Family branding
7.   Trade character         17. Individual branding
8.   Brand recognition       18. Brand extensions
9.   Brand preference        19. Brand licensing
10. Brand insistence         20. Co-branding

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Marketing obj. 3.02 -ppt_part_c

  • 1. 3.02 – Forms of Branding
  • 2. Forms of Branding A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services
  • 3. Forms of Branding  A corporate brand represents the entire company or organization  For example, Coca- Cola, Ford, McDonalds, Kraft or Microsoft
  • 4. Forms of Branding  A product brand represents a specific product of a company or organization  For example, Diet Vanilla Coke, Big Mac, or Windows XP
  • 5. Forms of Branding A private distributor brand, also called a store brand For example, Radio Shack brand of batteries, Lowe’s brand of macaroni and cheese
  • 6. Trade character: Personified symbol that represents the brand name
  • 7. Create a Vocabulary Flip Book On the front define the ACTIVITY word On the back illustrate the word with a drawing 1. Competitive Advantage 11. Product brand 2. Positioning 12. Generic brand 3. Market position 13. National brand 4. Brand 14. Private/distributor brand 5. Brand name 15. Brand strategies 6. Brand symbol 16. Family branding 7. Trade character 17. Individual branding 8. Brand recognition 18. Brand extensions 9. Brand preference 19. Brand licensing 10. Brand insistence 20. Co-branding