Brand Names, Logos, Trademarks & Slogans

Brand Names A word or words used to identify a specific product or service Example: Kraft Dinner Pepsi Big Mac Kleenex

The World’s Most Valuable Brands Forbes Magazine - Most Valuable Brands 2013

LOGO A design, symbol or picture that associates a corporation with its product or service Example: Golden Arches McDonalds Apple Apple Inc. NOTE – in fall 2013 – Apple Inc. became the MOST recognized logo in the world (taking over for long time champion Coca-Cola)

TRADEMARK A legally defined logo or distinctive type of lettering that is used to identify a product or firm The trademark is registered with the government and protected for the sole use of the registrar

SLOGAN A series of catchy, easy-to-remember words that are used to identify and promote a product Examples ‘Taste the rainbow’ Skittles Taste of a New Generation Pepsi Just do it! Nike

Name That Slogan… “Melts in your mouth, not in your hand” M&M’s “A diamond is forever” De Beers “Don’t leave home without it” American Express “Share moments, share life” Kodak Finger lickin’ good KFC

Requirements of a good brand name Create a positive image of the product or service in the consumer’s mind Simple, short, unique Easy to remember Catchy ASK CLASS – can you think of any brand names you really like that match these criteria?

Brand Names: Trivia Schneider’s named for founder J.M. Schneider Listerine named for Joseph Lister Revlon names for owner Charles Revson as was his cologne “Charlie” Nyquil came from Night Tranquil WALMART – Sam Walton (Founder)

Translation Problems Chevy Nova sold poorly in Spanish speaking countries. “No va” translates to “it doesn’t go” Standard Oil  S.O.  ESSO did poorly in Japan, translation is “stalled car” Coke in Chinese characters translated to “bite the wax tadpole” They changed it when reintroduced in the 80’s to mean “happiness in the mouth”

Translation Problems Pepsi also had problems with its slogan “Come Alive with Pepsi”. In some parts of Asia it translated into “Pepsi brings your ancestors back from the dead” Translation problems also occur when products are brought into Canada, would you buy a chocolate bar called “ZIT”?

Brand Classification Name of the Maker Geographical Names Kraft Margarine B.F. Goodrich Tires Geographical Names Corning Ware Champagne Historical Names Laura Secord John Hancock Insurance Name Indication Quality Royal Doulton Regal Shoes Family Names Ford Motor Company Schneiders WalMart Names Suggesting Use Hide-a-Bed Sofa Presto Coffee Maker Lazy boy

Brand Classification conti. Words derived from a business Name Sun Oil Company  Esso Steel Co. of Canada  Stelco Northern Telecom  Nortel Letter/Numbers NCR Company IBM Mis-Spelled Words Kool-Aid Toys R Us