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1.
VI. Branding
1. A brand name is that part of a brand that can be spoken, including letters, words, and
numbers; a brand name is often a product’s only distinguishing characteristic.
2. A brand mark is an element of a brand that cannot be spoken, often a symbol or design.
3. A trademark is a legal designation indicating that the owner has exclusive use of the brand
or part of a brand and that others are prohibited by law from its use.
4. A trade name is the full and legal name of an organization rather than the name of a specific
product.
B. Value of Branding
1. The value to buyers includes:
a. Brands help buyers identify specific products that meet their criteria for quality, which
2. The value to sellers includes:
a. Sellers’ brands identify each firm’s products, which makes repeat purchasing easier for
3. There is a cultural dimension to branding.
a. Most brand experiences are individual, and each consumer confers his or her own social
4. It is important to recognize that because a brand exists independently in the consumer’s mind,
it is not directly controlled by the marketer. Each aspect of a brand is subject to a consumer’s
emotional involvement, interpretation, and memory.
C. Brand Equity
1. Brand equity is the marketing and financial value associated with a brand’s strength in the
market.
