branding, packaging & labeling chapter 31. branding elements & strategies brand – a name,...
TRANSCRIPT
Branding, Packaging & LabelingChapter 31
Branding Elements & Strategies
Brand – a name, term, design, or symbol (or a combination of them) that identifies a business or organization and it products.
Corporate Brands – Coca Cola, Citibank, McDonald’s (build relationships with customers)
General Mills Brands
6th largest food company $12.5 billion in net sales in 2005 28,000 employees VALUES:
Championship brands Championship people Championship innovation Championship performance
Success at General Mills
Every August, ALL employees redo learning plans
#1 ethical company in America 89% of employees – “a great place to
work”Sidebar – a “team of GM employees work in
Bentonville AK with Wal-Mart.” http://www.generalmills.com/corporate/brands/index.aspx
Branding (cont)
In 1999 Coca-Cola – valued at $83.8 billion Microsoft $56 billion IBM $43 billion
Brand Elements
Brand name – word, group of words, letters or numbers representing a brand (Mountain Dew, K2)
Brand mark – part of the brand that is a symbol or design (Apple’s apple, Greyhound’s greyhound, Nike swoosh)
Trade name – company or a division of a particular corporation (Dell, Kelloggs)
Brand Elements (cont)
Trade character – brand mark with human form (Snap, crackle & pop, Jolly Green Giant, Pillsbury Doughboy)
Trademark – brand name, brand mark, trade name, trade character, or a combination that is legally protected by the federal government.
Top Ten Brands - 1999
Chevrolet ATT Dodge Ford McDonald’s Toyota Sears Sprint Chrysler Nissan
The Trendmaster’s Guide
Author: Robyn Waters, former VP of Trend, Design, and Product Development of Target
Moved Target from 5 – 120 designersTrend rightGuest focusedDesign driven
www.rwtrend.com
Trends relating to Brand
Currently 30,000 SKU’s in supermarkets 15 years ago, 15,000 SKU’s
Starbuck’s 19,000 ways to order coffee Five new stores open each day Pours 4 million cups/day
Mini-coop – “Younique” ad Follow production with
“where’s my baby?”
http://www.miniusa.com/crm/load_mini.jsp
“Ready to Roll”“About the Boy
Ironically, Michael E. Brady, the nine-year-old boy who became the inspiration for the famous Dutch Boy® trademark, was not Dutch at all but an Irish-American who lived near the artist commissioned to create the logo.”
“The Name You TrustOver 90 years in the paint business and still the most recognizable brand on the
market.”
“Whirlpool® Duet® Front-
loading Washer#1 Rated
Front-Load Washer in AmericaENERGY STAR®
Qualified “
“Ferrari of Washing Machines!”
http://www.jonessoda.com/About Jones Soda
As of August 1st, 2000, Urban Juice and Soda Company Ltd. officially changed its name to Jones Soda Co ("JONES"). The story of the Company began in 1987, when Company founder and president, Peter van Stolk,
recognized the potential of emerging "alternative" products in the beverage industry.The company's start in the beverage world was not as a manufacturer of its own brand, but as a distributor in western Canada of other successful
lines, including Just Pik't Juices, Arizona Iced Tea and Thomas Kemper sodas. By 1994, Jones
was firmly established as a full line beverage distributor in western Canada, with a reputation
for picking winners.
CaldreaLuxurious Commodity
“Our purpose as a company is to create a premiere
homekeeping experience through beautiful cleaning
products and passionate know-how.”
Aeromatic Dishwashing Soap
Me, myself and IPod
http://www.apple.com/ipod/
Brands in Product Planning
® = registered trademark legally protected
Why do consumers purchase only certain brands?
Brand Loyalty
Why do consumers purchase only certain brands? Reputation Consistent quality Name recognition Risk reduction Image
50% of all corporate name changes occur because of company mergers and acquisitions
Brand names also change because of lawsuits (Great Wolf/Black Wolf Lodge)
Dean Kephart – Community Relations Marketing Director
Target gives $2 mill/week (5% off the top of profits) to the community
Demographics of customer 46 year old female $50,000+ annual income B.S. Degree 1.2 children Resides in suburbs ½ work, ½ do not work outside of home
Community Relations Support
Education Art Social services Target house (Memphis – St. Jude’s)
Target engages moms by making them aware of Target’s philanthropy and involving them in giving
“A motivated mom is ready to act!”
Target.com – 3rd most visited website in world (behind Ebay and Amazon); Wal-Mart is #4
ROI (Return on investment) – watch Web visits (time spent, path of visits) Program participation Coupon return Market Research Local business climate Corporate image reports blogs
http://sites.target.com
Baseball
MN Twins 2005 – 2 million fans “Circle Me Bert” campaign “Give ‘em something to talk about Cause-related marketing (Yoplait, GM
Boxtops)
Red Sox, Yankees – can market everywhere
Michael Keller – Chief Brand Officer, American DQ$2.5 billion in sales/year (2005)5,500 “units” – average age of a DQ is 32 years1998 – Warren Buffet purchased Brand “relationship between a company and its
customers.” Make a promise, deliver a promise, brand identity Touch points – how does brand touch customers? Think beyond product/service to experience & touch
points DQ – Emotion-filled response (a smile and a story)
Brand ExperienceProduct/MenuProduct QualitySpeed of ServiceCustomer ServiceFacility (Interior & Exterior)LocationsAdvertising
Geek Squad Brand
AGENTS Look only through windshield Sit forward in car just a bit “men on missions” Wear pants slightly short Speed – 5 MPH over speed
limit www.geeksquad.com
Types of Brands
Manufacturer, Private Distributor, Generic Manufacturer Brands – GE, Heinz, Motorola;
generate the majority of sales (70% of all food products, 65% of all appliances, 80% of all gasoline, 100% of automobiles are manufacturer brands).
Types of Brands
Private Distributor Brands – private, store, dealer
Types of Brands
Generic Brands – do not carry a company or brand name
30 – 50% lower prices than mfg brands
Branding Strategies
The ways companies use brands to meet sales and company objectives
Brand Extension Brand Licensing Mixed Brands Co-Branding
Brand Extension
Using an existing brand name for a new or improved product i.e.: Ocean Spray Cranberry–CranApple, etc.Starbucks, Caribou Coffee – ice creamAnn Taylor – personal care productsOther examples of Brand Extensions?
(“some marketing specialists believe that Arm & Hammer Brand became diluted when the brand was extended to laundry detergent, antiperspirant, tooth paste, cat litter”)
Brand Licensing
Legal authorization by a trademarked brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee. Caterpillar Corporation has licensed its name to more
than 700 products McDonald’s pays over $75 million licensing fee to
associate Happy Meals with Disney movies.
Mixed Brands
Simultaneously offering a combination of manufacturer, private distributor, and generic brands Michelin manufactures tires for Sears with the Sears
brand name, and manufactures its own brand name Union Carbide produces and sells Glad garbage bags
and another generic brand Allows businesses to reach a variety of target
markets, maintain brand loyalty, & increase product mix
Co-Branding
Combines one or more bands to increase customer loyalty and sales i.e.: Pop-Tarts only use Smucker’s fruit filling Ford created “Limited Edition 2000 Harley-
Davidson F-150 truck” Starbucks, Barnes & Noble
Top-10 the most popular brands in the USA
Sony has successively appeared the most quoted brand in the USA. Ten leader brands: 1. Sony2. Dell 3. Coca-Cola 4. Toyota 5. Ford 6. Honda 7. Hewlett-Packard 8. General Electric 9. Kraft Foods 10. Apple Computer.
10 Most Popular Brands With Teens Worldwide
Favorite Brand 20051. Sony2. Nokia3. Adidas4. Nike5. Colgate6. Nestle7. Cadbury8. Coca-Cola9. M&Ms10.Kodak
Favorite Brand 19951. Coca-Cola 2. Sony 3. Adidas4. Nike5. Pepsi6. Kodak7. Colgate8. Disney9. M&Ms10.Reebok
Mytoybox.com
Myhealthpro.com
Popular Brands of vitamins: FuturebioticsGaia HerbsGlobal Health TraxHerbs For KidsHylandsInholtraNatrolNaturally VitaminsNature's WayNorth American HerbRainbow LightSchiffTrimedicaTropical OasisTwinlab
Coolcookinggadgets.com
Popular Gas Scooter BrandsBestgasscooters.com
Xcooter Vespa Lambretta Honda Yamaha
Kraft Brands
U.S. Brands Beverages Convenient Meals Cheese & Dairy Grocery Snacks http://www.kraft.com/brands/namerica/us.html
Angel Soft Video Clips
http://www.angelsoft.com/bathroommoments/clips.html