1. Brand: Lay’s

2. Chips discovered by accident 1853 The American cook George Crum A quest sent the fried potatoes back George Crum cut the potatoes so thin The first chips were born

3. Criteria to analyse the brand Target audience Brand image Name Positioning Packaging Slogan

4. Target Audience Everybody who likes eating chips Young and old people

5. Brand image Project ‘Cool Farm Tool’ Calculate how much carbon dioxide Produce biogas LED lights

6. Name Logo: bright colors : yellow and red yellow refers to the sun Name: short easy to pronounce international

7. Name Contest: “Do us a flavour” contest for customers invent a new flavour 3 finalists

8. Positioning most delicious chips a large assortment you pay more for more

9. Packaging plastic bag bright colors small-medium-large

10. Slogan “Before you know it you have a taste!”