Notesale: Turn your study into money

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MAKETING  &  

BRANDING  &  TRADEMARKS  

BRANDING

& TRADEMARKS
According to Nieuwenhuizen (2011: 126), branding and trademarks is an
identity by which your product is identified by
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WHY ARE BRANDS SO IMPORTANT?
Brands are used to differentiate the products or services that you offer
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For
example OMO vs
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Secondly when you have built a good reputation for your brand it makes it
easier to introduce a new product under that same brand
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A trademark is a brand or part of the brand that has been granted legal
protection
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Types of brands
•  Manufacturer(national) brand- A manufacturer brand is owned and used
by the manufacturer across the country, a good example is Toyota
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For example Pick n Pay Sugar vs
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Also in house brands are not promoted as much as famous brands
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For example the Busby group
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For example Castle Lager instead of S
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•  Company name with a Brand- Some manufactures use their company
name together with a product name
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(Nieuwenhuizen 2011: 126)

Why are brands so important for
manufactures?
•  Central point and hype of their advertising campaigns
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•  They become so popular that customers wont even notice price
hikes because they love the brand so much for example
Woolworths
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•  Create price premiums as an established brand can demand higher
prices for example ZARA, Forever New
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•  Allow the marketer to expand or diversify the product mix
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•  They imply a reliable level of quality is they are buying other
products fro a family brand
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• 

They can serve as a warning to customers if the last product they
bought didn't’t meet their expectations
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If a brand
has a personality it makes it easier for the customers to form a
feeling about that brand
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(Nieuwenhuizen 2011: 126)

Guidelines to consider when
selecting a brand name
•  Name must be easy to pronounce and remember
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•  It must be a name that can be legally protected
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•  Originality!!
•  Choose a name that can be associated with quality
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(ed) 2011
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Second
Edition
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Philip Liebenberg

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