2. Branding using a distinct style, logo, or
design to promote a specific company or
product by distinguishing it from other
companies and products on the market.
What is
branding?
3. ● Brand awareness is how popular or memorable a brand is to its intended target
audience or potential customers
● Brand awareness is key to the success of any brand
● In order for products to be sold, customers need to not only have heard of the brand
name, but also know what products they are selling
● Brands can gain awareness through their packaging, logo, slogan, celebrity
endorsements, etc.
Brand Awareness pt.1
4. Awareness
The more people that
are aware of your brand
or product, the better.
Consideration
Awareness= Audience. The
majority of the time, the
larger the audience that
supports the brand, the
more likely new customers
consider buying that brand
themselves.
Decision
Once a brand,
(potentially along with
others) has made it to be
one of the customers
final contenders, they
decide which to
purchase based on
several factors.
02 03
01
Brand Awareness pt.2
5. ● The goal of packaging is to draw in customers- new or current
- Packaging has the power to influence a spontaneous purchase if the customer was
not even seeking out the product, but the packaging caught their eye
● Types of Packaging include primary and secondary
- Primary packaging is the package the customer uses, whereas secondary packaging is
the carton that a customer would normally throw away after opening
● Having more sustainable and eco friendly packaging is also becoming more
important to many customers and will influence their final purchasing decisions
Packaging Products
6. Shopping Products/
Services
These products take a
decent amount of time
comparing alternatives
before purchasing
Convenience
Products/ Services
Very little thought is put
into the decision of
making these purchases.
Unsought Products/
Services
These products require
the customer to do
research and find out
what the product is
before purchasing
Types of Products
The type of product that is being sold will also influence how said product
needs to be packaged. The three different types of products are listed below.
7. Brand Associations
● When a customer is looking to buy a specific product and your brand
sells that product, you want your brand to be the first thing that
comes to mind
● If someone says the name of your product, the goal is for them to
only associate it with positive thoughts and opinions
● Some examples of brand names that are associated/ directly
correlated with the products themselves: Kleenex, Band-Aid,
Crockpot, Q-tips, Popsicle, and Coke. These make for some very
strong brand names since almost every time the product is
mentioned, it is also these brands names being mentioned.
8. Co-Branding
Co-branding is when two or more brands are marketed
together like a collaboration. This marketing strategy is
commonly used when a brand is attempting to gain new
customers from potentially different market segments.
Brand Licensing
Brand licensing is when one business allows another to use
its logo, brand name, slogan, etc. in exchange for a fee
under contract. This is very common regarding toys and
sporting teams' merchandise for example.
Branding Strategies
Rebranding
Rebranding is when a company may update/ change their
logo, slogan, packaging, etc. in order to keep up to date
with changing marketing preferences, change the target
market, or realign with the company's core values.
9. Manufacturer/
National
Brands
A national brand is one that would be
available for purchase through multiple
different retail outlets. Majority of the time,
when someone buys a name brand and
they enjoy it, they will continue to get the
same brand no matter what store they are
shopping at. A con to brand names is that
they are more expensive and not everyone
can afford to purchase them.
Retailer/
Store Brands
A store brand is one that is exclusively sold
at the store that it was manufactured for.
These brands are also sometimes referred
to as “generic” brands which can be a con.
A pro to this is that usually the profits are
higher since its coming from one
manufacturer.
Brand Ownership
Vs.
Brand ownership is simply the company who sells a product or line of
products under a brand name. There are two different types of
brand ownership which can be seen below, and they each hold their
own pros and cons.
10. It is necessary to make a brand that is easily
purchasable and reliable. Reliability of a brand
will lead to gaining more loyal customers. The
more that customers can trust a brand, the
higher the profits will be as this is a very
convincing factor for new customers who are
considering purchasing from said brand.
Reliability
11. Brand Equity
● Brand Equity is the perceived value of a product compared to its perceived cost
● Does the customer think the price they have to pay, is worth what they are getting
out of the product?
● The value of a product can also depend on what associated services are included in
the product – examples of associated services include any necessary service after
purchase, warranties, and even financing plans for said product
