Branding – What’s the Message?

Get a Piece of Paper Fold into four parts 1st section: write one item of a designer/brand name clothes or accessory you would like to own 2nd section: describe some positive things people might assume about you if you wear that particular item

3rd section: Describe some negative things people might assume about you if you wore that item 4th section: why you think other people would have those positive or negative opinions based on clothing or accessories

Questions 1. What are brand names important? 2. Name three different sources of brand names? 3. Do you think brands are important? Why? 4. Do you have a favorite brand? What is it and why do you like it?

Overview Branding: burning an image into the consumer’s mind. Logos and Images Slogans Mascots

Branding Companies want consumer to base identities on their products People want to feel accepted People want to buy familiar products

Match the Brands 1. Toyota 2. Chanel No. 5 3. Rolls Royce 4. Reebok 5. Nike 6. Nivea A. From the Latin word meaning “snow-white” B. The fifth perfume made by the company C. The Greek goddess of victory D. Japanese family name Toyoda E. African gazelle F. Family names of two men, one a motor enthusiast & other an engineer

The Product The product can be a good or service, both of which have monetary value and satisfy customer’s needs and wants.

Branding the Product The North Face specializes in outerwear and equipment such as backpacks, tents, and sleeping bags. The name “North Face“ was chosen because the north face of a mountain is generally the most difficult face to climb. Frameworks 6.3

Developing New Products Companies develop new products to increase sales, market share, and profits. Video: The Next Generation of Campbell's Soup

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

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

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Slogans or Taglines 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)

Slogans Quiz 7 Betcha can't eat just one An American Revolution Drivers wanted Breakfast of champions Born from jets Just Do It Ultimate Driving Machine

Slogan Steps 1. Research the brand category 2. Check out the competition 3. Develop the message 4. Complete the message 5. Evaluate the message 6. Coordinate into one simple package 7. Create new slogan

Mascots 5 Why do some organizations have a mascot? Advantages and disadvantages Does MCHS? If you could change the MC Indian– what would it be and why?

Video: Michelin Man Commercial Branding with Trade Characters Video: Michelin Man Commercial

Video: Advertising Icons Branding with Trade Characters Trade characters are also known as advertising icons. Video: Advertising Icons

Corporate Mascots

More Mascots

Other Mascots Can you name other mascots used by companies or organizations? Are they effective? Why or why not?

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?

Pair Group Activity 20 minutes: Each group will create a “brand” for two local businesses by choosing a mascot, slogan, and logo for: 1. Name the two businesses you choose Be prepared to describe your decisions and specifically what message you’re sending to your audience. (Hint – start with your message first)