Marketing Diet Rite Cola 1 st diet cola ever made in 1958 Why don’t we drink it? In 2005, coke spent $400 million on advertising

MARKETING Two fundamental roles:  1. sell what is made  2. manage a business’s brand(s)

MARKETING Term used to describe all the activities involved in getting goods and services from the business to the consumer Includes: Research and Development (R&D), Sales, Distribution, Advertising and Promotion Without Marketing we would not know what was available for purchasing

BRANDING BRANDING – the logo’s we looked at Brand name: a word or group of words to distinguish its products from competitors’ products Be distinctive and stand out from the competitors Logo or Trademark: symbol associated with the product Helps compete for consumer awareness

BRANDING LOGOS 3 possible forms  Monogram – stylized rending of companies initials  IBM, KFC, 3M  Visual Symbols – pictures  Apple, Tony the Tiger, United Way, Ronald McDonald  Abstract Symbols – usually not memorable  Swoosh

SLOGAN Short catchy phrase attached to company’s name & logo  Priceless, It’s in you to give, Obey your thirst Everything associated with the product should carry the identification

BRAND IDENTIFICATION Same style or writing Same package Same colour We should never have to guess the brand of a product

ASSIGNMENT By yourself or with a partner: Pick a company What is:  The brand  The logo – why did they pick it, what does it represent  The slogan – what does it mean? What ad does it remind you of? NEXT  Make up the same type of company and make up your own BRAND, LOGO and SLOGAN