CORPORATE BRANDING

Forms of Branding

A brand is a design, name, A brand is a design, name, symbol, term or word that symbol, term or word that distinguishes and identifies distinguishes and identifies a company and/or products a company and/or products or servicesor services

Forms of BrandingA A corporate brandcorporate brand represents represents

the the entire company or entire company or organizationorganization

For example, Coca-Cola, Ford, For example, Coca-Cola, Ford, McDonalds, Kraft or MicrosoftMcDonalds, Kraft or Microsoft

Forms of Branding

A A product brandproduct brand represents a represents a specific productspecific product of a company of a company or organizationor organization

For example, Diet Vanilla For example, Diet Vanilla Coke, Big Mac, or Windows XPCoke, Big Mac, or Windows XP

Forms of Branding

A A private distributor brandprivate distributor brand, also , also called a called a store brandstore brand

For example, Radio Shack brand For example, Radio Shack brand of batteries, Ingle’s Laura Lynnof batteries, Ingle’s Laura Lynn brand, Walmart’s Great Value brand, Walmart’s Great Value brandbrand

Trade characterTrade character::Personified symbolPersonified symbol that that

represents the brand namerepresents the brand name

What Great Brands Do (According to Bedbury)

A great brand • is in it for the long haul• can be anything• knows itself• invents or reinvents an entire category• taps into emotions• is a story that is never completely told• is relevant