Branding www.youtube.com/watch?v=VUjdiDeJ0xg.

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Presentation transcript:

Branding www.youtube.com/watch?v=VUjdiDeJ0xg

What is a brand? The personality and positioning of a product Comprised of name, visual associations and/or slogans to assist consumers in identifying the product One way that marketers use to differentiate a product from others http://www.cbc.ca/ageofpersuasion/episode/season-5/2011/02/12/season-5-even-more-remarkable-brands/

Take one minute and write down everything that comes to mind for you when you think of the following brand:

BRAND LOGO

What is the fundamental idea bind the brand?

There are several ways to convey the personality of a brand:

FONT

TAGLINE Mmm Mmm Good. The Un-cola Don’t leave home without it The quicker picker-upper

SOUND Do you associate a tune with….. iTravel 2000 Sleep Country McDonald’s

BRAND NAMES Corporate dominant brand: the company’s name is either all or part of the product name. (i.e. Roots) Private – label brands: use the name of the seller instead of the manufacturer. (i.e. “Life” brand) Product-dominant brands: attempt to connect brand name to the product’s positive attributes (i.e. Acura)

Logo is a generic term for all of the symbolic ways to create a brand. LOGOs Logo is a generic term for all of the symbolic ways to create a brand. 3 forms of logos: Monogrammatic – a stylized writing of the company’s name or product initials Visual symbols Abstract symbols

BRAND LOGO wordmark

BRAND LOGO pictorial

BRAND LOGO abstract