Branding – What’s the Message?

Overview Branding: burning an image into the consumer’s mind. Branding: burning an image into the consumer’s mind. Logos and Images Logos and Images Slogans Slogans Mascots Mascots Spokespeople – endorsements Spokespeople – endorsements Voices Voices Strategic Partnerships Strategic Partnerships Use of special guest appearances Use of special guest appearances

General Rules for a Successful Logo It is usually: It is usually: very simple in design (simple drawing or symbol is used) very simple in design (simple drawing or symbol is used) easy to understand, even at a distance easy to understand, even at a distance one or two colors one or two colors presented in a simple way and is easy to read presented in a simple way and is easy to read

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

Logo Quiz

Other Logos Can you name some other recognizable logos? Can you name some other recognizable logos? Why are some easier to remember than others? Why are some easier to remember than others?

Slogans or Taglines When a brand’s advertising is: When a brand’s advertising is: Changed (America Runs on Dunkin) Changed (America Runs on Dunkin) Undergoes new thinking (I’m Lovin It) Undergoes new thinking (I’m Lovin It) Introducing new products or services (Moving Forward) Introducing new products or services (Moving Forward)

Review What is a brand? What is a brand? The use of a name, design, symbol, or a combination of those elements to help differentiate a company’s products from the competition The use of a name, design, symbol, or a combination of those elements to help differentiate a company’s products from the competition What is a trademark? What is a trademark? When a brand is registered (identifies legal ownership of the brand) When a brand is registered (identifies legal ownership of the brand)

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

Slogans Quiz Cont 7 Sometimes you feel like a nut, sometimes you don’t Sometimes you feel like a nut, sometimes you don’t Raise your hand if your sure Raise your hand if your sure It’s everywhere you want to be It’s everywhere you want to be Plop, plop, fizz, fizz, oh what a relief it is Plop, plop, fizz, fizz, oh what a relief it is Don’t leave home without it Don’t leave home without it Have it your way Have it your way It’s the cheesiest It’s the cheesiest The King of Beers The King of Beers

More Slogans Can you name other slogans? Can you name other slogans? Why are some so easy to remember? Why are some so easy to remember?

Brand Building Brand Awareness Brand Awareness Process of working toward maximizing recognition of a particular brand Process of working toward maximizing recognition of a particular brand Brand Image Brand Image Consumer perceptions linked to a particular brand (health, excitement, fun, family, etc.) Consumer perceptions linked to a particular brand (health, excitement, fun, family, etc.) Example: Disney brand is associated with family fun and entertainment Example: Disney brand is associated with family fun and entertainment

Brand Building Cont Brand Equity Brand Equity Value placed on a brand by consumers Value placed on a brand by consumers Example: Nike has strong brand equity because consumers have long associated the brand with top level athletes and quality products Example: Nike has strong brand equity because consumers have long associated the brand with top level athletes and quality products Brandy Loyalty Brandy Loyalty Consumer preference for a particular brand as compared to competitor products or services Consumer preference for a particular brand as compared to competitor products or services

Forms of Branding Corporate Brand Corporate Brand Represents an entire company or organization Represents an entire company or organization Examples: Pepsi-Cola, McDonalds, Frito-Lay Examples: Pepsi-Cola, McDonalds, Frito-Lay Product Brand Product Brand Represents a particular product of a company or organization Represents a particular product of a company or organization Examples: Diet Pepsi, Chicken McNuggets, Fritos Examples: Diet Pepsi, Chicken McNuggets, Fritos

Forms of Branding Cont. Store Brands (also called Private Labels) Store Brands (also called Private Labels) Products retailers sell as their own brands Products retailers sell as their own brands Examples: Walmart carrying Great Value brands, Hy-Vee carrying Hy-Vee brand, Cabela’s carrying Under Armor and other brand name items, but also have their own “Cabela’s” brand Examples: Walmart carrying Great Value brands, Hy-Vee carrying Hy-Vee brand, Cabela’s carrying Under Armor and other brand name items, but also have their own “Cabela’s” brand

Branding in SEM Brand Extension Brand Extension Using a successful brand name to launch a new or modified product or service in a new market Using a successful brand name to launch a new or modified product or service in a new market Examples: Examples: P. Diddy and Eminem have used brand extension to develop their own clothing lines (Sean John Clothing and Shady Clothing P. Diddy and Eminem have used brand extension to develop their own clothing lines (Sean John Clothing and Shady Clothing Michael Jordan introducing own brand of cologne Michael Jordan introducing own brand of cologne David Beckham – soccer academy in London, male fragrance, movies, Adidas apparel David Beckham – soccer academy in London, male fragrance, movies, Adidas apparel

Mascots 5 Why do some organizations have a mascot? Why do some organizations have a mascot? Advantages and disadvantages Advantages and disadvantages Does LNE? Does LNE? If you could change Rockets – what would it be and why? If you could change Rockets – what would it be and why? Other schools and their meaning? Is it related to their identities? Links, Gators, Knights? Other schools and their meaning? Is it related to their identities? Links, Gators, Knights?

Corporate Mascots

More Mascots

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

Spokespeople/Endorsements Why do businesses or organizations enlist individuals to serve as “official spokesperson” for them? Why do businesses or organizations enlist individuals to serve as “official spokesperson” for them? Create a positive association Create a positive association Curt Schilling – Ford Motor Corp. (What words would you use to describe Schilling?) Curt Schilling – Ford Motor Corp. (What words would you use to describe Schilling?) Pepsi - Reggie Bush and Jeff Gordon Pepsi - Reggie Bush and Jeff Gordon Revlon – Halle Berry Revlon – Halle Berry Michael Vick - Nike & Coca Cola (need to disassociate) Michael Vick - Nike & Coca Cola (need to disassociate) Can you name any others? Can you name any others?

Voices What’s the impact of specific voices on commercials? What’s the impact of specific voices on commercials? Gene Hackman – Delta Airlines & Lowes Gene Hackman – Delta Airlines & Lowes James Earl Jones – Verizon James Earl Jones – Verizon Kate Walsh – Cadillac Kate Walsh – Cadillac Can you name any others where you know the voice, never see the person and they’re not named? Can you name any others where you know the voice, never see the person and they’re not named?

Strategic Partnerships Pepsi & NFL Pepsi & NFL Dunkin Donuts and NE Patriots Dunkin Donuts and NE Patriots McDonalds and Disney McDonalds and Disney Nike and Apple here Nike and Apple herehere Any local ones? Potential ones? Why? Any local ones? Potential ones? Why? Need to disassociate? (Ford and Firestone Tires) Need to disassociate? (Ford and Firestone Tires)

Special Guest Appearances Who’s seen a famous person (musician, celebrity, athlete) somewhere and remember the person and location? Who’s seen a famous person (musician, celebrity, athlete) somewhere and remember the person and location? The location becomes part of the experience. The location becomes part of the experience. Who would you have suggested for the Grand Opening of Barnes and Nobles at Derby St. Shoppes? Why? Who would you have suggested for the Grand Opening of Barnes and Nobles at Derby St. Shoppes? Why?

Conclusion Importance of building a brand identity. Importance of building a brand identity. Connecting, associating, communicating a message – a way of life – to an audience. Connecting, associating, communicating a message – a way of life – to an audience. What is branding and why is branding important? What is branding and why is branding important?

Small Group Activity 20 minutes: Each group will create a “brand” for two local businesses by choosing a spokesperson/mascot, slogan and logo for: Either Crowe Point Pizza or Atlantic Bagel AND a local business of your choice Either Crowe Point Pizza or Atlantic Bagel AND a local business of your choice Be prepared to describe your decisions and specifically what message you’re sending to your audience. (Hint – start with your message first)