Branding What s the Message? Why Brand? Why is branding Important? Requirements: Brand Name and/or Product Name Logo Slogan

Transcription

1 Branding What s the Message? Requirements: Brand Name and/or Product Name Logo Slogan Due Friday: Each with written rational for choice Why Brand? Why is branding Important? Branding: Name, term, design, symbol, or any other feature that identifies one seller s good or service as distinct from those of other sellers When developing a brand, try to create a strong brand that stands out in the marketplace and positions the company as an irreplaceable life-long partner to their clients. Consumers love and trust brands Creating an identity that resonates with your clients reinforces the emotional relationship that is at the heart of a truly successful brand. Strong Branding also increases internal commitment within a company (Easier to work for what you believe in) 1

2 Assignment Create a lists brand names for colas, jeans. Shirts, and fast food restaurants. Why do those brands came to mind? Why can designer brands like Lacoste charge such high prices? This discussion is a good introduction to market positioning. What brands do you use for toothpaste, bottled water, potato chips, gas, and cologne/perfume. This is a good introduction to brand perception and brand selection based upon marketing efforts. Company Name Your Business and product name should be unique and clearly state your identity Be creative- Separate yourself in the market Consider: Audience/ Pricing/ Perceived Value Why is Nike named Nike? What about Adidas? International Properties: Sylans Gem Boutique Diamond Mine General Rules for a Successful Logo It is usually: very simple in design (simple drawing or symbol is used) easy to understand, even at a distance one or two colors presented in a simple way and is easy to read 2

3 Why create a logo? LogoDesignGuru.com Symbol that represents a product or company. Can benefit the company. Represents a company's personality and worth. Its uniqueness provides a great advantage to your product if it is recognizable (vs. competition) Pepsi logo no longer needs to be accompanied by its name; the symbol says it all. Logo Quiz 3

4 Can you name some other recognizable logos? Why are some easier to remember than others? Other Logos Hidden Meaning Slogans or Taglines Slogans make a business or product memorable An advertising slogan is usually a short tagline less than five words -- that tells potential customers the benefits they can expect when choosing your product or service, or establishes your company brand. Most slogans are catchy, declarative phrases that use devices such as metaphors, alliteration or rhymes with simple, vibrant language. In most cases, slogans don t actually mention the company name or product, but instead focus on what the company or product does and how it is different from anything else on the market. This helps customers remember you and your company when they are shopping for the product or service you offer. 4

5 Slogan Rules and Tips Betcha can't eat just one An American Revolution Drivers wanted Breakfast of champions Born from jets Just Do It Ultimate Driving Machine Slogans Quiz 7 More Slogans Can you name other slogans? Why are some so easy to remember? When a brand s advertising is: Changed (America Runs on Dunkin) Undergoes new thinking (I m Lovin It) Introducing new products or services (Moving Forward) What purpose was served when Pork started advertising as The other white meat 5

6 Mascots 5 Why do some organizations have a mascot? Advantages and disadvantages Does HHS? If you could change it what would it be and why? Other schools and their meaning? Is it related to their identities? Brockton Boxers? Spokespeople/Endorsements Why do businesses or organizations enlist individuals to serve as official spokesperson for them? Create a positive association Curt Schilling Ford Motor Corp. (What words would you use to describe Schilling?) Pepsi - Reggie Bush and Jeff Gordon Revlon Halle Berry Michael Vick - Nike & Coca Cola (need to disassociate) Can you name any others? 6

7 Voices What s the impact of specific voices on commercials? Gene Hackman Delta Airlines & Lowes James Earl Jones Verizon Kate Walsh Cadillac Can you name any others where you know the voice, never see the person and they re not named? Strategic Partnerships Pepsi & NFL Dunkin Donuts and NE Patriots McDonalds and Disney Nike and Apple here Any local ones? Potential ones? Why? Need to disassociate? (Ford and Firestone Tires) Conclusion Importance of building a brand identity. Connecting, associating, communicating a message a way of life to an audience. What is branding and why is branding important? 7