BRANDING STRATEGIES

• WHAT IS A BRAND AND HOW DOES

BRANDING WORK?
• WHAT IS BRAND EQUITY?
• HOW IS BRAND EQUITY BUILT, MEASURED,
AND MANAGED?
• WHAT ARE THE IMPORTANT DECISIONS IN
DEVELOPING A BRANDING STRATEGY?
BRAND IS
NOT JUST A
PRODUCT
BRAND IS NOT JUST A LOGO
NOR IDENTITY
 WHAT IS BRAND?
• A BRAND IS AN IDENTIFYING
SYMBOL, MARK, LOGO, NAME,
WORD, AND/OR SENTENCE THAT
COMPANIES USE TO
DISTINGUISH THEIR PRODUCT
FROM OTHERS.
 The World’s Most Valuable Brand 2020

1. AMAZON (VALUE 415.8 BILLION DOLLARS) 2. APPLE (WORTH 352.2 BILLION

DOLLARS)
 The World’s Most Valuable Brand 2020

• 3. MICROSOFT (WORTH 326.5 BILLION DOLLARS) 4. GOOGLE (WORTH 323.6

BILLION DOLLARS)
 The World’s Most Valuable Brand 2020

• 5. VISA (VALUE $ 186.8 BILLION) 6. ALİBABA (WORTH 152.5 BILLION

DOLLARS)
 The World’s Most Valuable Brand 2020

7. TENCENT (WORTH 150.9 BILLION DOLLARS) 8. FACEBOOK (WORTH 147.1

BILLION DOLLARS)
 The World’s Most Valuable Brand 2020

9. MC DONALDS (WORTH 129.3 BILLION DOLLARS) 10. MASTERCARD (VALUE $ 108.1

BILLION)
DOLLARS)
 The World’s Most Valuable Brand 2020

TIKTOK, WHICH ATTRACTS ATTENTION WITH ITS RISE, WAS ABLE TO ENTER

THE LIST FOR THE FIRST TIME WITH A VALUE OF 16.9 BILLION DOLLARS AND
SETTLED IN 79TH PLACE.
Best Global Brands 2020
Rankings
• AMAZON, SPOTIFY AND NETFLIX ARE AMONG THE BIGGEST RISERS IN
RANKING AMID GLOBAL COVID LOCKDOWNS
• MICROSOFT OVERTAKES GOOGLE, TO ENTER TOP THREE
• NEW ENTRANTS FOR 2020 INCLUDE INSTAGRAM (#19), YOUTUBE (#30)
AND ZOOM (#100)
• TECH DOMINATES THE TOP 10, WITH A TOP THREE OF APPLE (#1),
AMAZON (#2) AND MICROSOFT (#3)
• AMAZON SEES THE LARGEST INCREASE IN VALUE, SPOTIFY (#70) AND
NETFLIX (#41) ACHIEVE LARGEST GROWTH IN RANKING, WHILE NEW
JOINER INSTAGRAM MAKES THE BIGGEST LEAP UP THE TABLE
• TECHNOLOGY IS THE FASTEST GROWING SECTOR, WHILE RETAIL
STRUGGLED AMID A GLOBAL PANDEMIC
 THE ROLE OF BRANDS

• IDENTIFY THE MAKER

• GIVES BUSINESS ITS CHARACTERISTICS AND PERSONA
• SIMPLIFY PRODUCT HANDLING
• OFFER LEGAL PROTECTION
 IMPORTANCE OF BRANDING
1. SETS YOU APART FROM THE COMPETITION

- CUSTOMERS DO NOT DEVELOP RELATIONSHIPS WITH SPECIFIC PRODUCTS; THEY TEND

TO BUILD BRAND LOYALTY AND TRUST.
- YOUR BRAND’S PROMISES ARE INFLUENCING THEM TO BUY YOUR BRAND.
2. IMPROVES BRAND RECOGNITION

- YOUR LOGO DESIGN PLAYS A CRITICAL ROLE IN YOUR BRAND BECAUSE IT WILL BE THE
“FACE” OF YOUR BUSINESS TO BE SEEN ON EVERY PACKAGE, ADVERTISEMENT, AND
OTHER MARKETING MATERIALS.
- A COMPETENT LOGO DESIGN IS SEEN TO BE AS SIMPLE, BUT ENOUGH TO MAKE A LASTING
IMPRESSION ON YOUR CUSTOMERS.
3. BUILDS TRUST IN YOUR MARKETPLACE
- IT DEVELOPS BRAND LOYALTY WHICH WILL MAKE THESE CUSTOMERS KEEP ON COMING BACK TO
PURCHASE YOUR PRODUCTS.
 IMPORTANCE OF BRANDING
4. GENERATES NEW CUSTOMERS
- BRANDING REACHES IN THE WORD-OF-MOUTH
ADVERTISING AS WELL.
5. BOOSTS EMPLOYEES PRIDE AND SATISFACTION
- ESTABLISHING BRANDING ALSO IN YOUR
WORKPLACE CAN HELP STRENGTHEN YOUR BRAND AND THE
VALUES IT EXEMPLIFIES.
6. HELPS YOU GROW YOUR BUSINESS
- A VALUABLE BRAND HELPS TO DEVELOP A PROFITABLE
 ELEMENTS OF A BRAND
BRAND NAME
BRAND MARK
TRADE NAME
TRADE MARK
• BRAND NAME:
• IS A NAME (USUALLY A PROPER NOUN) APPLIED BY A MANUFACTURER
OR ORGANIZATION TO A PARTICULAR PRODUCT OR SERVICE.
• THE ELEMENT OF A BRAND THAT CAN BE VOCALIZED
• EXAMPLE: APPLE AND MC DONALD’S – PRODUCT NAMES ARE IPOD AND
BIG MAC RESPECTIVELY
• BRAND MARK:
• USE OF VISUAL ELEMENTS, IMAGES, AND SYMBOLS TO SET IT APART
AND HELP A BUSINESS STAND OUT TO CUSTOMERS.
• AN COME IN A VARIETY OF FORMS, INCLUDING THE FOLLOWING:
LOGOS, COLORS, PICTURES, ICONS OR COMBINATION OF ALL OF THESE
 DON’TS IN BRAND NAMES:
1. SPELLING-CHALLENGED: TWYXT – HOUZZ - SVBTLE
2. COPYCAT: YAMMER
3. RESTRICTIVE: 24-HOUR FITNESS – 99C – DIAPERS.COM
4. ANNOYING: COMBINATIONS OF INITIALS.
5. TAME: UNIMAGINATIVE , DESCRIPTIVE: CLOUD NOW -
DOCUSIGN
6. CURSE OF KNOWLEDGE: MZINGA – EUKANUBA – SPQR
RESTAURANT
7. HARD TO PRONOUNCE: XOBNI
KEYS TO CHOOSING A BRAND NAME

Is easy to
pronounce, Is
recognize, distinctive Can be
and in some translated
remember. way. into other
languages.
• TRADE NAME:
•  IS AN OFFICIAL NAME UNDER WHICH AN INDIVIDUAL OR
COMPANY CONDUCTS BUSINESS.
• EXAMPLE: COCA COLA BOTTLING COMPANY
• TRADE MARK:
• CAN BE ASSOCIATED WITH OR IT CAN BE PART OF YOUR TRADE
NAME AND CAN BE USED TO PROVIDE LEGAL PROTECTION FOR
THE USE OF NAMES, LOGOS, SYMBOLS, OR COMPANY SLOGANS
 BRANDING: KEY TERMS
• BRAND
• AN IDENTIFYING NAME, TERM, DESIGN, OR SYMBOL
• ONE ITEM, FAMILY OF ITEMS, OR ALL ITEMS OF A SELLER
• CORVETTE, CHEVROLET, GENERAL MOTORS
• BRAND NAME
• THE PART OF A BRAND THAT CAN BE SPOKEN
• WORDS, LETTERS, NUMBERS
• UNION 76, NBA, 49’ERS
• BRAND MARK
• THE PART OF A BRAND NOT MADE UP OF WORDS
• SYMBOLS OR DESIGNS
• NIKE SWOOSH, MERCEDES STAR, MCDONALD’S ARCHES 13 | 22
 BRANDING: KEY TERMS (CONT’D)

• TRADEMARK
• A LEGAL DESIGNATION OF EXCLUSIVE USE OF
A BRAND
• COCA-COLA®, HEWLETT-PACKARD®

• TRADE NAME
• FULL LEGAL NAME OF
AN ORGANIZATION

13 | 23
 VALUE OF BRANDING
• FOR CONSUMERS
• HELPS SPEED CONSUMER PURCHASES BY
IDENTIFYING SPECIFIC PREFERRED
PRODUCTS
• PROVIDES A FORM OF SELF-EXPRESSION
AND STATUS
• EVALUATES PRODUCT QUALITY TO 13 | 24

REDUCE THE RISK OF PURCHASE

 VALUE OF BRANDING (CONT’D)
• FOR MARKETERS
• IDENTIFIES AND DIFFERENTIATES A FIRM’S
PRODUCTS FROM COMPETING PRODUCTS
• HELPS IN THE INTRODUCTION OF NEW
PRODUCTS
• FACILITATES THE PROMOTION OF ALL SAME-
BRAND PRODUCTS
• FOSTERS THE DEVELOPMENT OF BRAND 13 | 25

LOYALTY
 RE-BRANDING
Rebranding - a change to the brand name, logo, or
image of a product or company

brand owner revisits the brand with the purpose of

updating or revising
 MAJOR ELEMENTS OF BRAND
EQUITY

Source: Adapted with the permission of The Free Press, a division of Simon & Schuster Adult Publishing Group, from Managing Brand 13 | 28
Equity: Capitalizing on the Value of a Brand Name by David A. Aaker. Copyright © 1991 by David A. Aaker.
 TYPES OF BRANDS
• MANUFACTURER BRANDS
• BRANDS INITIATED BY MANUFATURERS

• PRIVATE DISTRIBUTOR BRANDS

• BRANDS INITIATED AND OWNED BY
RESELLERS
• DEALER BRANDS, PRIVATE
BRANDS, STORE BRANDS

• GENERIC BRANDS
•Copyright
BRANDS INDICATING
© Houghton Mifflin Company. All rights reserved. ONLY 13 | 29

THE PRODUCT CATEGORY

 BRANDING POLICIES
• INDIVIDUAL BRANDING
• A POLICY OF NAMING EACH PRODUCT
DIFFERENTLY
• AVOIDS STIGMATIZING ALL PRODUCTS DUE TO A
FAILED PRODUCT

13 | 30
 Family Care. Safeguard. Germ-Protecting Soap.

Baby Care. Pampers. Baby Diapers

Feminine Care. Whisper. Feminine

Care Pads.
Hair Care. Head & Shoulders. Hair Care.

Grooming. Gillette. Razors & Skin Care. Fabric Care

 BRANDING POLICIES
• FAMILY BRANDING
• BRANDING ALL OF A FIRM’S PRODUCTS WITH THE SAME NAME
• PROMOTION OF ONE ITEM ALSO PROMOTES ALL OTHER PRODUCTS
• A FAMILY BRAND MAY BE REFERRED TO A GROUP OF DIFFERENT
PRODUCTS BELONGING TO A SINGLE BRAND THAT ARE MARKETED
UNDER THEIR PARENT BRAND. THE DIFFERENT PRODUCTS WITH
DIFFERENT IMAGES ARE PUT UNDER THE MAJOR BRAND OR THE
PARENT BRAND.
• THE FAMILY BRAND IS ALSO REFERRED TO AS AN UMBRELLA
BRAND. 13 | 32
 Fanta Minute Maid
Coca-Cola Sprite
•PARENT COMPANYUNILEVER
•UMBRELLA BRAND AXE (OR LYNX IN THE UK, IRELAND, AUSTRALIA, AND NEW ZEALAND)
•PRODUCT CATEGORIES – DEODORANTS/ANTIPERSPIRANTS
•– BODY WASHES
•– LOOFAS/SCRUBBERS
•– SHAMPOOS
•– CONDITIONERS
•– HAIR STYLING PRODUCTS
•– FRAGRANCES
•PRODUCT NAMES–
•AXE DARK TEMPTATION DRY SPRAY ANTIPERSPIRANT
•– AXE PHOENIX BODY WASH
•– AXE SHOWER TOOL
•– AXE PRIMED JUST CLEAN SHAMPOO
•– AXE ANARCHY 2 IN 1 SHAMPOO AND CONDITIONER
•– AXE EXTREME HOLD GEL
•– AXE GOLD TEMPTATION DAILY FRAGRANCE
Apple
Parent Company Apple Inc.
Umbrella Brand Apple
Product Categories – Laptop
– Desktop Computer
– Tablet
– Phone
– Smart Watch
– Headphones
– Smart Speakers
– Downloadable Music
– Streaming Music
– Credit Card
Product Names – Macbook Air
– iMac
– iPad
– iPhone 11 Pro
– Apple Watch Series 5
– AirPods Pro
– HomePod
– Apple Music
 Product Names – NMD_R1 V2 Shoes
Adidas – Adilette Aqua Slides
Parent Company Adidas AG – Tiro 19 Training Pants
Umbrella Brand Adidas – Aeroready 3-stripes 8-inch Shorts
Product Categories – Shoes – Ultimate365 Printed Knit Skort
– Sandals / Slides – 3-stripes Tee
– Pants / Leggings – Favorites Hoodie
– Shorts – 4ATHLTS Backpack
– Skirts – Comfort Visor
– Sports Bras – 3-stripes Cushioned Crew Socks 3 Pairs
– T-Shirts / Tank Tops – UCL Finale Istanbul League Ball
– Hoodies / Jackets – Predator 20 Pro Shin Guards
– Bags / Backpacks – Samba Molded Case Iphone 11 Pro
– Hats – AOR027 Sunglasses
– Socks – And Many More
– Balls
– Guards / Padding
– Phone Cases
– Sunglasses
– And Many More
General Electric Product Names – Modular Power Island
Parent Company General Electric Company – 9HA.01/.02 Gas Turbine
Umbrella Brand GE – Gigatop 4-Pole Generator
Product Categories – Power Plants – GE90 Engine
– Turbines – RIU-303 (Remote Interface Unit – Avionics)
– Generators – GECAS Sale Leaseback for an Airplane
– Boilers – GE Profile Series 21.9 Cu. Ft. Counter-Depth Side-By-Side
– Aircraft Engines Refrigerator
– Nacelles – GE Profile 30″ Smart Free-Standing Convection Range
– Wings – GE Profile 1.5 Cu. Ft. Countertop Convection/Microwave
– Landing Gear Oven
– Fairings and Strakes – GE Profile 36″ Under The Cabinet Hood
– Silicon Carbide – GE Stainless Steel Interior Dishwasher
– Avionics Systems – GE 5.0 cu. ft. Capacity Smart Front Load ENERGY STAR
– Financing for Planes & Power Plants Steam Washer
– Refrigerators / Freezers – GE® 7.8 cu. ft. Capacity Smart Front Load Gas Dryer
– Ovens
– Microwaves
– Range Hoods
– Dishwashers
– Washers
– Dryers
– And Many More
 BRANDING POLICIES (CONT’D)
• BRAND-EXTENSION BRANDING
• USING AN EXISTING BRAND NAME FOR AN IMPROVED OR NEW
PRODUCT
• PROVIDES SUPPORT FOR NEW PRODUCTS THROUGH
ESTABLISHED BRAND NAME AND IMAGE

Copyright © Houghton Mifflin Company. All rights reserved. 13 | 38

 CO-BRANDING
• USING TWO OR MORE BRANDS ON ONE PRODUCT TO
CAPITALIZE ON THE BRAND EQUITY (CUSTOMER
CONFIDENCE AND TRUST) OF MULTIPLE BRANDS
• BRANDS INVOLVED MUST REPRESENT A
COMPLEMENTARY FIT IN THE MINDS OF
CONSUMERS.
• HELPS DIFFERENTIATE A FIRM’S PRODUCT FROM
THOSE OF ITS COMPETITORS
• HELPS TAKE ADVANTAGE OF DISTRIBUTION
CAPABILITIES
Copyright © Houghton Mifflin Company. All rights reserved. OF CO-BRANDING PARTNERS 13 | 39
 BRAND LICENSING
• AN AGREEMENT WHEREBY A COMPANY PERMITS
ANOTHER ORGANIZATION TO USE ITS BRAND ON
OTHER PRODUCTS FOR A LICENSING FEE
• ADVANTAGES
• LOW-COST AND/OR FREE PUBLICITY
• REVENUES FROM ROYALTY FEES

• DISADVANTAGES
• LACK OF MANUFACTURING CONTROL
• CREATING TOO MANY UNRELATED PRODUCTS
• LICENSING ARRANGEMENTS CAN FAIL
Copyright © Houghton Mifflin Company. All rights reserved. 13 | 40
PACKAGING

Label:
A printed description
of the product on the
package.

Package:
The container or
wrapper for a
product.
 PACKAGING
THE PACKAGE = PHYSICAL CONTAINER OR WRAPPING
FOR A PRODUCT
IT IS AN INTEGRAL PART OF PRODUCT PLANNING AND
PROMOTION
• 10% OF THE RETAIL PRICE IS SPENT ON
DEVELOPING, DESIGNING, AND PRODUCING
JUST THE PACKAGE
COMPANIES SOMETIMES CHANGE PACKAGING TO
GOING BACK TO THE ORIGINAL
FUNCTIONS OF PACKAGING

1. Promoting and Selling the Product

2. Defining Product Identity

3. Providing Information
4. Expressing Customer Needs
5. Ensure Safe Use
6. Protecting the Product
The Keys to Product Packaging
 1. PROMOTING AND SELLING THE
PRODUCT
ATTRACTIVE, COLORFUL,
AND VISUALLY APPEALING
PACKAGES HAVE
PROMOTIONAL VALUE

A WELL DESIGNED PACKAGE

IS A POWERFUL SELLING
DEVICE BECAUSE IT HELPS
THE PRODUCT STAND OUT
FROM ITS COMPETITORS
1. PROMOTING AND SELLING THE
PRODUCT

MIXED BUNDLING – PACKAGING

DIFFERENT PRODUCTS OR
SERVICES TOGETHER
• USUALLY THE BUNDLE PRICE IS
CHEAPER THAN BUYING THEM
INDIVIDUALLY

PRICE BUNDLING – TWO OR MORE

SIMILAR PRODUCTS ARE PLACED
ON SALE FOR ONE PACKAGE PRICE
 2. DEFINING PRODUCT
IDENTITY
PACKAGING IS SOMETIMES USED TO
PROMOTE AN IMAGE SUCH AS PRESTIGE,
CONVENIENCE, OR STATUS

CAN BE A CRUCIAL PART OF THE

MARKETING STRATEGY, PARTICULARLY IN
ADVERTISING
3. PROVIDING INFORMATION
• GIVES CUSTOMER
USEFUL INFORMATION
ON:
• DIRECTIONS FOR USING
THE PRODUCT
• ITS CONTENTS
• PRODUCT GUARANTEES
• NUTRITIONAL VALUE
• POTENTIAL HAZARDS
 4. EXPRESSING CUSTOMER
NEEDS
WHEN DESIGNING PACKAGES, COMPANIES ANALYZE
CUSTOMER LIFESTYLES AND CREATE PACKAGING THAT
MEETS THEIR NEEDS FOR SIZE AND CONVENIENCE

PACKAGES OFTEN COME IN VARIOUS SIZES

• FAMILY SIZE
• SINGLE SERVING
 5. ENSURE SAFE USE
PROPER PACKAGING HELPS TO
ELIMINATE POTENTIAL INJURIES OR
MISUSE OF A PRODUCT
• FORMERLY GLASS CONTAINERS ARE
NOW PLASTIC
• CHILDPROOF CAPS
• TAMPER RESISTANT PACKAGES
• BLISTER PACKS – PACKAGES WITH
PREFORMED PLASTIC MOLDS
SURROUNDING INDIVIDUAL ITEMS
ARRANGED ON A BACKING
 6. PROTECTING THE
PRODUCT
• MUST PROTECT DURING SHIPPING, STORAGE,
AND DISPLAY
• PREVENT OR DISCOURAGE FROM TAMPERING
• PREVENT SHOPLIFTING
• PROTECT AGAINST BREAKAGE AND SPOILAGE
 AIR TO SPARE
• DO YOU EVER GET FRUSTRATED WHEN YOU
BUY SOMETHING AND THE PACKAGE IF
FILLED WITH MORE AIR THAN PRODUCT?

Air To Spare
 PACKAGING TRENDS

ASEPTIC PACKAGING –
TECHNOLOGY THAT KEEPS FOODS
FRESH WITHOUT REFRIGERATION
FOR EXTENDED PERIODS

USUALLY USED TO PACKAGE FOOD

PRODUCTS
• CANNING
 PACKAGING TRENDS

ENVIRONMENTAL
PACKAGING –
RECYCLED MATERIAL,
LESS PLASTIC, AND
SAFER FOR THE
ENVIRONMENT
 PACKAGING TRENDS

CAUSE PACKAGING –
PROMOTE SOCIAL AND
POLITICAL CAUSES
• MAY BE TOTALLY UNRELATED
TO THE PRODUCT
 LABELING
LABEL – AN IDENTIFICATION TAG, WRAPPER,
SEAL, OR IMPRINTED MESSAGE THAT IS
ATTACHED TO A PRODUCT OR ITS PACKAGE
• MAIN FUNCTION IS TO INFORM CUSTOMERS
ABOUT A PRODUCT’S CONTENTS AND GIVE
DIRECTIONS FOR USE
• PROTECTS BUSINESSES FROM LEGAL
LIABILITY IF SOMEONE IF INJURED WHILE
USING THE PRODUCT
 LABELING
• LABELING
• PROVIDING IDENTIFYING, PROMOTIONAL, LEGAL,
OR OTHER INFORMATION ON PACKAGE LABELS
• UNIVERSAL PRODUCT CODE (UPC)
• A SERIES OF ELECTRONICALLY
READABLE LINES IDENTIFYING
A PRODUCT AND CONTAINING
INVENTORY AND PRICING
INFORMATION
13 | 61
 THREE KINDS OF
LABELS
1. BRAND LABEL – GIVES BRAND NAME AND TRADEMARK
OR LOGO

2. DESCRIPTIVE LABEL – GIVE INFORMATION ABOUT

PRODUCT USE, CONSTRUCTION, CARE, PERFORMANCE,
AND OTHER FEATURES
3. GRADE LABEL – STATES THE QUALITY OF A PRODUCT
DOES IT REALLY MEAN IT’S
HEALTHY?

FOOD LABEL FIGHT

 LABELING (CONT’D)
• PURPOSES OF LABELS
• HELP IDENTIFY THE PRODUCT
• DISPLAY BRAND NAME AND UNIQUE GRAPHICS
• SUPPORT PROMOTIONAL EFFORTS FOR THE
PRODUCT
• COUPONS, DISCOUNTS, PRODUCT FEATURES
• PROVIDE LEGALLY REQUIRED LABELING
INFORMATION
• FAIR PACKAGING AND LABELING ACT OF 1966
• NUTRITION LABELING ACT OF 1990 13 | 64
 LABELING (CONT’D)

• PURPOSES OF LABELS (CONT’D)

• “GREEN LABELING” ISSUES
• LABELING PACKAGING AS MADE OF
1st
RECYCLABLE MATERIALS
• PROVIDE INFORMATION ON PRODUCT
ORIGIN
• “MADE IN THE USA”
13 | 65
 CUSTOMER SERVICE

• CUSTOMER SERVICE:
• DESCRIBES THE
ASSISTANCE • IMPORTANT ELEMENTS
OF CUSTOMER
PROVIDED TO HELP SERVICE:
A CUSTOMER WITH • PROVIDING
THE PURCHASE OR INFORMATION ABOUT
USE OF A PRODUCT. PRODUCT
ALTERNATIVES.

• TRAINING IN
PRODUCT USE.
 CLASS EXERCISE
1. LOOK AT THE NEAREST SNACK FOOD WRAPPER OR
SOFT DRINK CONTAINER AND IDENTIFY THE
a. BRAND NAME.
b. BRAND MARK.
c. TRADEMARK.
d. TRADE NAME.
2. USING THE WRAPPER OR CONTAINER, EXPLAIN HOW
PACKAGING PERFORMS THREE FUNCTIONS:
PROTECTION, CONVENIENCE, AND COMMUNICATION. 13 | 67
 CLASS EXERCISE (CONT’D)
3.IS THE MANUFACTURER OF THE PRODUCT USING
INDIVIDUAL, FAMILY, OR BRAND-EXTENSION
BRANDING?
4.YOU WORK FOR A FIRM THAT IS INTRODUCING A
NEW CHOCOLATE CANDY BAR THAT CONTAINS
AN EXTRA AMOUNT OF CAFFEINE. DEVELOP A
BRAND NAME THAT
a. IS EASY FOR CUSTOMERS TO SAY, SPELL, AND
RECALL. 13 | 68

b.POSITIVELY SUGGESTS USES AND SPECIAL