How many brands can you remember?

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Study: Cigarette logos & Children Children were instructed to match logos with one of 12 products pictured on a game board. Twenty-two logos were tested, including those representing children's products, adult products, and those for two popular cigarette brands. Children were instructed to match logos with one of 12 products pictured on a game board. Twenty-two logos were tested, including those representing children's products, adult products, and those for two popular cigarette brands. The children demonstrated high rates of logo recognition. The children demonstrated high rates of logo recognition. The recognition rates of The Disney Channel logo and Old Joe (the cartoon character promoting Camel cigarettes) were highest in their respective product categories. Recognition rates increased with age. Approximately 30% of 3-year-old children correctly matched Old Joe with a picture of a cigarette compared with 91.3% of 6-year-old children.

Study: Obesity in Children & logo recognition The aim of this study is to explore the relationship between the ability to recognize brand logos featured in promotional campaigns of the food industry and eating behaviours, food knowledge and preferences in children aged 9– 11 attending six primary schools Children demonstrated both high brand logo recognition abilities with 88.4% (420/476) recognizing at least 16/20 brand logos in the quiz and high levels of poor diet.

Elements of Branding A brand is a name, term, design, symbol, or combination of these elements that identifies a product or service and distinguishes it from its competitors. Brands include elements such as: Brand names Brand names Trade names Trade names Brand marks Brand marks Trade characters Trade characters Trademarks Trademarks Marketing Essentials Chapter 31, Section 31.1

Elements of Branding A brand name, also called a product brand, is a word, group of words, letters, or numbers that represent a product or service.

Elements of Branding A brand mark or logo is a unique symbol, coloring, lettering, or other design element. It is recognizable visually and does not need to be pronounced.

Elements of Branding A trademark is a word, name, symbol, device, or combination of these elements that is given legal protection by the federal government. Trademarks are used to prevent other companies from using a similar element that might be confused with the trademarked one.

Types of Brands There are three classifications of brands, one for each type of company that brands its products: National brands (manufacturers): are owned and initiated by national manufacturers or by companies that provide services, such as: Hershey Hershey Whirlpool Whirlpool Ford Ford Private distributor brands (wholesalers and retailers): The manufacturer’s name does not appear on the product, for example: Wal-Mart’s George Wal-Mart’s George Radio Shack Radio Shack Generic brands: are products that do not carry a company identity. They are generally sold in supermarkets and discount stores.

Brand Equity The value of the brand (what it is worth) Brand Equity is composed of: 1)Brand Awareness and 2)Brand Image Coke's brand value is listed at $68.7 billion