2. Learning Objectives
• Branding: the importance of brands as an aid
to product trial and repeat purchase
• Product differentiation: the need to
differentiate a product/service from
others, given the level of competition
3. Logo
• What is a Logo?
A symbol or picture that
represents the business
4. Starter
• You will see a series of logos
• Write the name of the company /
product in your books
• Choose two and tell me what you know
about that company.
5.
6. Brand
• A product with a unique character, for example a
design or image
• Branding gives identity to a product.
Branding gives customers an idea of what they are
paying for.
• It can be the name of the product, or the name of a
company
‘Products are made in a factory, logos are printed on
shirts and brands are created in the mind.’
7. Branding
Advantages Disadvantages
Customer Loyalty High costs associated with
promotions to instigate product
trial and repeat purchase
Higher Prices Constant promotion is
necessary
A single bad event may affect
all the brand’s products
Brand names need to be
registered world wide
8. Types of Branding
• Family Branding
Family branding is where products are distinguished under a
company heading
• iPod, iPhone, iPad, etc are all distinguished under the
Apple logo
• Line Branding
Line branding is where products are distinguished from other
producers’ products.
• Such as Wrigleys Extra, Extra Thin Ice, Juicy Fruit,
Hubba Bubba
• Own Label Branding
When retailers use their name on the product – e.g. Sainsbury
‘Taste the Difference’
• Global Brands
Sold in lots of countries (Coca-Cola, BMX, Apple)
9. Product Differentiation
• How do you make your product seem
different?
– Logo
– Name
– Quality
– Content
– Packaging
Or a combination
