Understanding Brands

Transcription

1 minutes Program Synopsis This program defines the concept of brands and explores the components of branding. It investigates how brands are developed and subsequently marketed to consumers. Popular and long lasting brands are studied to provide examples of how brands adapt to stay relevant throughout changing trends, needs and values in society Related Programs Consumer Choice and Protection Ethics and the Consumer You may download and print one copy of these teacher notes from our website for your reference. Further copying or printing must be For more information please visit or contact customer service at or on

2 Teacher Notes: Douglas Baxter B.Ed Introduction Consumers are becoming more and more exposed to a huge variety of brands. This exposure influences the purchasing decisions which they make. This program explores what makes a good brand, and how businesses create successful brands. It investigates some of the brands that have stood the test of time including Coca Cola and Apple, and considers the challenges these brands face in the future. This program interviews consumers in the street to see what it is really important for them and how they are influenced by brands. It also features expert insights from Erminio Putignano, Managing Director of Future Brand. Program Rationale Understanding Brands will give students an insight into the complexities of creating a good brand for businesses today. It may help viewers to make better decisions as consumers by being aware of the work that goes into influencing consumers to purchase particular brands. This program may be a valuable addition to Business Studies, Civics and Citizenship and Economics courses. Program Timeline 00:00:00 Introduction 00:01:47 What is a brand? 00:05:42 The power of a brand 00:10:19 What makes up a brand? 00:16:15 Brand evolution 00:21:15 Brand influences 00:25:17 Conclusion 00:26:25 Credits 00:27:21 End program Internet Resources:

3 Program Worksheet Before the Program 1. Write a list of 30 different brands that you know (include brands that you don t necessarily like). 2. Put these brands into different categories eg. Clothing, cars, food, electronics, etc. 3. Rank these in order of what you consider the most popular. 4. In groups or pairs compare lists, and as a group or pair come up with the ten most popular brands. Discuss these with the rest of the class. 5. From memory, draw the following logos: Coca Cola, McDonalds, Nike, Apple, and Mercedes

4 During the Program 1. Write down the names of some of the different brands that are mentioned at the start of the program. 2. How many advertisements per day is an average person exposed to? a) How many per month? b) How many per year? 3. Explain some of the different components that make up a brand. 4. What does Erminio Putignano say is the reason why some brands survive and are successful for a long time? - 4 -

5 5. List the four approaches to branding. Give a brief explanation of each and an example. Approach Explanation Example 6. Explain what the most important part of a brand is. 7. Outline what the face (name/ logo) should do for a successful brand image

6 8. List some of the messages brands are trying to convey to consumers. 9. According to Erminio Putignano, what are the two stages of creating a brand? 10. Explain what happens to brands that become irrelevant and outdated. 11. Describe the image Coca Cola tried to convey after World War Two. 12. Explain some of the ways cigarette companies are trying to get around the advertising bans put on their products. 13. Explain what is meant when it is said that creating brands is not a top-down process. 14. Describe some of the changes that brands have to take account of today

7 After the Program 1. Create a brand for yourself. Include a logo. Consider how you think others see you already, and decide whether you are happy with this image or if you want to change. Write a report of 200 words which describes your brand, and perhaps, present it to the class. Be sure to explain your brand s significance, and how it represents you, your beliefs, your personality, etc. 2. Check out the following website: a) Explain four of the different ways Coca Cola has developed a unique brand for their products. b) Write an argument (150 words) which either agrees or disagrees with the following statement using evidence from this or other sites: Coca Cola s success over time is purely due to its ability to remain a relevant brand. 3. Investigate four different car brands which you consider to be successful. Determine the image each brand is trying to convey to consumers (50 words each). Explain what this can tell us about brands

8 Suggested Student Responses During the Program 1. Write down the names of some of the different brands that are mentioned at the start of the program. Coca - Cola 2. How many advertisements per day is an average person exposed to? 3000 a) How many per month? 84,000 b) How many per year? Over 2 million 3. Explain some of the different components that make up a brand. The name, the personality, the colors, the logo, but, most importantly, the idea. 4. What does Erminio say is the reason why some brands survive and are successful for a long time? They have a clear idea, but more importantly they understand what people want, or more specifically they are willing to create a dialogue with consumers. 5. List the four approaches to branding. Give a brief explanation of each and an example. Approach Explanation Example Corporate Company is the brand, they have many products which they sell using the corporate brand Disney, Microsoft Family (Umbrella) Individual Personal Breaking the products into portfolios Each product has its own separate identity and brand image A person has their own brand image which they will use to help them sell products Xbox 360 and all of its components and games Proctor and Gamble has Gillette, Pampers etc. Coca Cola has Fanta, PowerAde, etc Tiger Woods Oprah Winfrey 6. Explain what is the most important part of a brand, and why. The product has to be of at least a reasonable quality 7. Outline what the face (name/ logo) should do for a successful brand image. Attract attention, be distinct and memorable, distinguish the product for competitors and hint at what the product is or does

9 8. List some of the messages brands are trying to convey to consumers. Story, beliefs, ideals of the product 9. Explain what Erminio says are the two stages of creating a brand. First, they create the idea of the brand and what it represents, then, they engage the designers who play with colors, photos, designs, fonts, logos, etc to convey that brand. 10. Explain what happens to brands that become irrelevant and outdated Consumers lose trust in the products or don t see them as necessities and stop purchasing them. 11. Describe the image Coca Cola tried to convey after World War Two. They wanted to express the image of freedom, and used the Americans as the catalyst 12. Explain some of the ways cigarette companies are trying to get around the advertising bans put on their products. Sponsoring sporting events, and creating fashion merchandise lines. 13. Explain what is meant when it is said that creating brands is not a top-down process. Brand creation has to be what the consumers want and not just what is dictated from businesses 14. Describe some of the changes that brands have to take account of today. Technology and more information being available about products means that businesses have less control over information about their business becoming public - 9 -