1. Branding – What’s the Message?

2. Get a Piece of Paper Fold into four parts
1st section: write one item of a designer/brand name clothes or accessory you would like to own
2nd section: describe some positive things people might assume about you if you wear that particular item

3. 3rd section: Describe some negative things people might assume about you if you wore that item
4th section: why you think other people would have those positive or negative opinions based on clothing or accessories

4. Questions 1. What are brand names important?
2. Name three different sources of brand names?
3. Do you think brands are important? Why?
4. Do you have a favorite brand? What is it and why do you like it?

5. Overview Branding: burning an image into the consumer’s mind.
Logos and Images
Slogans
Mascots

6. Branding Companies want consumer to base identities on their products
People want to feel accepted
People want to buy familiar products

7. Match the Brands
1. Toyota 2. Chanel No Rolls Royce 4. Reebok Nike Nivea
A. From the Latin word meaning “snow-white”
B. The fifth perfume made by the company
C. The Greek goddess of victory
D. Japanese family name Toyoda
E. African gazelle
F. Family names of two men, one a motor enthusiast & other an engineer

8. The Product
The product can be a good or service, both of which have monetary value and satisfy customer’s needs and wants.

9. Branding the Product
The North Face specializes in outerwear and equipment such as backpacks, tents, and sleeping bags.
The name “North Face“ was chosen because the north face of a mountain is generally the most difficult face to climb.
Frameworks 6.3

10. Developing New Products
Companies develop new products to increase sales, market share, and profits.
Video: The Next Generation of Campbell's Soup

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

12. LogoDesignGuru.com Symbol that represents a product or company.
Can benefit the company.
Represents a company's personality and worth.  
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.

13. Logo Quiz

14. More…

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

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

17. Slogan Steps 1. Research the brand category
2. Check out the competition
3. Develop the message
4. Complete the message
5. Evaluate the message
6. Coordinate into one simple package
7. Create new slogan

18. Mascots 5 Why do some organizations have a mascot?
Advantages and disadvantages
Does MCHS?
If you could change the MC Indian– what would it be and why?

19. Video: Michelin Man Commercial
Branding with Trade Characters
Video: Michelin Man Commercial

20. Video: Advertising Icons
Branding with Trade Characters
Trade characters are also known as advertising icons.
Video: Advertising Icons

21. Corporate Mascots

22. More Mascots

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

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

25. Pair Group Activity
20 minutes: Each group will create a “brand” for two local businesses by choosing a mascot, slogan, and logo for:
1. Name the two businesses you choose
Be prepared to describe your decisions and specifically what message you’re sending to your audience. (Hint – start with your message first)