Marketing Day 4 Product Branding/ Promotion

Branding Game Let's see how we do!

Branding! What is it? There are three components to a brand: 1.Brand Name 2.Logo or Trademark 3.Slogan

Brand Name A word or group of words that a business uses to distinguish its products from competitor's products. Brand names should: ●Be distinctive and stand out from the competition ●Be easy to remember

Some popular examples

Logo or Trademark A special symbol that is associated with a product. It helps a product compete for consumer awareness

Some popular examples

Above is a combination of five of the most famous logos (actually four, the fifth is from a text logo!), can you spot where they’re from?

In 1971, Carolyn Davidson was a design student at Portland State University. This is where Phil Knight, one of the founders of Nike and an assistant professor at PSU, struck up a conversation with her and asked Davidson to come up with some logo designs for his new sportswear company. Davidson designed the swoosh, perhaps the most recognizable logo of the 20th century. She was paid just $35 for her work. "Well, I don't love it," Phil Knight is reported to have said about the swoosh design at the time, "but maybe it will grow on me."reported to have said The design indeed grew on Knight, as it did the rest of the world. But as Nike swelled to become a multi-million dollar behemoth (it went public in 1980), the company realized that $35 for Davidson's design was a steal. Executives decided that she should see something more for her contributions to the company. Eventually, Davidson would be compensated more robustly, with Nike providing her a more substantial pay package in Some estimate that her Nike stock is now worth about $600,000, though that's never been independently confirmed. Davidson simply insist s that she's no millionaire. You can watch video of Davidson describing her creation of the logo at KGW in Portland.KGW in Portland

C Cadbury’s A CocA colA N DisNey Y ebaY O sOny U blockbUster S Subway P Pepsi O Oracle T Tesco L Louis Vuitton O canOn G GE (General Electric) O legO T Tic Tac H yaHoo E Esso

Logos Take on three possible forms: 1. Monogram (company initials) 2. Visual Symbols (line drawings of people, animals or things) 3. Abstract Symbol (shapes that carry a visual message, but not an actual "thing")

Logos can evolve

Slogans A short catchy phrase that is usually attached to the company's name and logo.

S LOGAN : M AKE IT SHORT, CATCHY, AND EASY TO REMEMBER. U SE ONE OF THE 5 SLOGAN TYPES : ¢ Play on Words — Blue Jay Fever: Catch It! ¢ Explanation of what the product does — Nyquil: I need a ‘sniffling, sneezing, coughing, aching, stuffy head fever so-you-can-rest’ medicine ¢ Description of the product — Duracell|: The copper-top battery ¢ Benefit of the product — Ivory Soap: 99 and 44/100 percent pure ¢ Something about the company — Dofasco: Our product is steel, our strength is people

Jingle A short tune that used for advertising purposes Top Ten Jingles

Branding Once a company develops a name, slogan, or logo for a product, everything associated with that product should carry the identification.

Advertising/Publicity Advertising - paid for promotion of a business's goods and services over a variety of mass media to a target market audience. Publicity - is media information about a business that a business doesn't pay for - good or bad!

Ads

Dove Evolution Budweiser NHL T-Mobile Flash Mob ¢

Advertising ●radio ●television ●newspapers ●magazines ●the internet ●billboards ●junk mail ●gorilla marketing ●and so much more!

Assignment Your task: Come up with a name, logo and slogan and ad for your product (you choose the media!)