Branding unit is used in
|Not all of the material in this unit will be used in each of these courses; the amount of material covered will be indicated by the actual lecture given in class by the professor. Some courses cover this topic extensively, some courses deal with it briefly.|
"A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offering"s.
Something used to show customers that one product is different than the products of another manufacturer.
came about as a consequence of mass production to distinguish one "producer"
from another - before branding, most consumer products were made in
a customized fashion for the user - shoes by a cobbler, clothing by a dress
maker, barrels by a carpenter - there was no need for logos or brands because
it had no impact on the ability to sell - there was virtually no competitive
Originally branding helped
trace the source of the guild producer
terms are asociated with the degree to which a customer is aware of a brand,
and uses a brand
Brand Awareness / Recognition
- awareness, loyalty, quality, emotion “customers remember the brand”
Brand Preference / Loyalty - the degree to which customers are committed to further purchases eg. “choose the brand over other brands”
Brand Insistence - “willing to search for it..”, and if they do not find the brand they want, WILL NOT but a substitute
Brand Ambassador - a person who not only insists on wearing or using a brand, to the exclusion of all others, but tries to convince their friends and associates to also use the brand - in effect "representing" the brand to others. Compaines love these type of people since it is free advertising. Many companies facilitate this by making their brand logo easily available on clothiing and other products to extend awareness of the brand
means, exactly what you might think, extending the equity, or value of
the brand by creating other models, shapes, flavours, styles so you can
sell more "stuff" to people who like the original brand model.
"General Motors Corp. is adding a pickup version of its Hummer H3 sport-utility vehicle at a Louisiana assembly plant as the struggling automaker tries to stem the brand's declining sales."
The Star reported "Smaller Hummer models are part of chief executive officer Rick Wagoner's strategy to change the brand's reputation for excess as gasoline prices have risen. GM eliminated the largest Hummer, the five-tonne H1, last year."
2002 - added the H2
2005 - added the H3
2010 Feb 26 - sale did not go through
student Linna(Cheng-Si) X
in MGTC46 at UTSC emailed to say she found information that explains
the term - High Mobility Multipurpose Wheeled Vehicle (a.k.a. HMMWV or Humvee)
|Brand Equity - “…
the value of a brand’s overall strength in the market …”
almost eveyone in the world knows the Nike logo, which makes this joke universally funny
Equity - “… the value of a brand’s overall strength in the market …”
Sommers in his 10th ed p.
p. 255 says
As for Marketing
Information Products & Services, Sommers
explains on page 255
creating brand equity is about more than positioning, packaging and imagery.
It involves developing a relationship with customers. Customers want brands
they can trust and be happy to tell other about"
enhanced and built by Online Communities
Millard Brown, a U.S. consulting firm in advertising and marketing communications and brand equity has published a list of the Top 10 most valuable brands - which is a list that has been cited by several of the world's leading press agencies such as Agency France-Presse
New York Interbrandinterbrand.com [which ranks higher in Google for searches with the phrase "top 10 brands in the world"] also has a list which contains most of the similar names as Millard Brown's compilation. see http://www.interbrand.com/best_global_brands.aspx
Brand Directory (based in the U.K.) brandirectory.com leads off their top 10 list with Wal-Mart
10 Global Brands 2009 / 2010
|according to Interbrand||according to Brand Directory|
top 10 iconic brands
|1||Cirque du Soleil||Royal Bank||Kraft||Tim Horton's|
|2||Bombardier||Research In Motion||Roots||Canadian Tire|
|3||CBC||TD Bank||President's Choice||WestJet|
|4||Roots||Manulife||Molson||Cirque du Soleil|
|5||Toronto Maple Leafs||BCE Inc.||Tim Horton's||President's Choice|
|6||Montreal Canadiens||Bank of Nova Scotia||Maple Leaf Foods||Molson|
|7||Calgary Stampede||Loblaws||Canadian Tire||Loblaw's|
|9||CN Tower||Bank of Montreal||Kellogg's||TD Bank|
|10||Terry Fox||CIBC||Alexander Keith's Ale||Shoppers Drug Mart|
based on report by
|BrandSpark Canada's Favourite Brands survey based on customer opinion 2008||2006 ranks by a Canadian industry association|
- not just for consumer products
- it can also be used for Government activities
"Ray DeThorne's job is to
sell the Army. And these days, it's a difficult product to sell. In marketing
terms, the Army is a troubled brand. The daily images of violence from
"Even the gush of patriotism that followed the Sept. 11 attacks did not translate into a flood of young people signing up at Army recruiting stations, DeThorne said. "There was a surge of people buying American flags after 9/11," he said. "But there was no surge in people rushing in saying that they wanted to join the Army."
Permission to use the Yahoo! logo and quote from Yahoo! given by Debbie MacLeod, Yahoo! Marketing Manager in email Jan 2005. Copy in the permissions binder.
|Examples of companies
trying to develop "product evangelism" by creating a community around the
brand and other "especially innovative and exciting" situations
Beverage companies do not sell beer, ice tea and cola on the net, why do they have web sites and what do they use them for?
Snapple, in trying to compete against the Cola giants, Pepsi and Coke is trying to use their web site and other promotion to turn customers who are at the brand insistence stage into "evangelists". The point being not only will these people be faithful drinkers of the beverage line, but that they will be "fans" and encourage other people to drink the products.
How do you facilitate their development of fan status - by giving them kewl screen savers, let them order merchandize with the logo, win prizes, enter contest etc.
Snapple can also use the online site to gather specific name and address information of loyal customers which they will use in "direct mail" campaigns
|In April of
2000, Molson's got much more reaction than it expected when it launched
its TV commercial "I Am Canadian".
The web site
www.iam.ca (changed to http://www.molsoncanadian.ca/en/Index.aspx in 2014)
on which the commercial is downloadable became, according to some accounts, the number #1 downloaded feature on the web for Canadian surfers in the spring of 2000.
the original "I am Canadian" from 2000
When YouTube became popular in the later years of 2K, variations of the commercial appeared and went viral.
the Quebec version of
"I am not Canadian"
there is also "I am a muslim"
Canadians are too polite
I Am Canadian Anthem
2010 Olympics Coke ad
|At the I AM website, people
used to be able to get an email address such as email@example.com or firstname.lastname@example.org
The questionnaire which you
fill out to get the free email includes the statement
Such customer profiling techniques were done by the American cigarette companies in the 1980's in order to develop long-term brand insistence - however it was expensive to do that then due to the amount of free merchandize you had to give away - "kewl" web sites allow this customer profiling to be less costly and you can create communities of customers that in turn create a dynamic that can be very exciting.
|Examples of companies trying to develop "product evangelism" by creating a community around the brand and other "especially innovative and exciting" situations||
"This immediately reminded me of the situation with Wahoo' s Fish Taco restaurant chain situation (http://www.wahoos.com/index2.html.) A huge reason why people really enjoy dining at the restaurant (other than relatively good food and fast service) is the "surfer tribe" concept they constantly promote to diners. They package the experience of going to the restaurant as equal to being a member of this "cool" club and it's the ultimate "cool" thing to do. With its main target audience of the teenagers who practically eat out everyday seeks everything that indicates "coolness", the strategy proves to be extremely successful. Interestingly enough though, since I had a chance to watch a news report which features why the start-up company is so successful, no one from the show (the diners and the show host) has mentioned anything about that aspect. Whether they are too shy to admit it or it is actually an unconscious working process, these cues are all important symptoms of social conformity that got exploited successfully by marketing people. "
The story found by Vicky
on the UofT news site at http://www.news.utoronto.ca
(AKA Product Diversification)
A consequence of trying to extend the product lifecycle through Product Modification of Market Modification
|Branding - by
using celebrities, or allowing wealthy people to be named as a "giver"
is risky business
There used to be a practice at Queen's of only naming campus buildings after people who had died - this way you could make sure it was impossible for them to do anything stupid in the future and embarass the school !
2010 - two words about using celebrities - first word "Tiger".......
below comes from an article reprinted from Visual Arts Trends.
The original author was By Craig J.J. Snyder and the original article was at
"A trademark is a word, combination of words, design, logo, or symbol that identifies to consumers the source of goods. That is, tangible goods or things that you can touch.
A service mark is essentially the same thing as a trademark, but it identifies non-tangible services, for example, legal, accounting, and design.
A trade name is the actual name of the provider of the goods and/or services.
A mark is the word we lawyers use, mostly because we usually do not need to distinguish between trademarks and service marks.
(R) is the symbol for a registered trademark or service mark. Under US and Canadian law, you may only use this symbol if you have a registration for the mark.
TM is a symbol that is frequently used with marks to indicate that the owner believes the word, symbol, or phrase is a trademark. There is really no legal import to this symbol, but it is a useful deterrent.
SM is same as TM, but it
is used with service marks. Few mark owners make this distinction because
relatively few people know what these terms mean. "