1. Branding

2. What is a brand? The personality and positioning of a product
Comprised of name, visual associations and/or slogans to assist consumers in identifying the product
One way that marketers use to differentiate a product from others

3. Take one minute and write down everything that comes to mind for you when you think of the following brand:

4. BRAND LOGO

5. What is the fundamental idea bind the brand?

6. There are several ways to convey the personality of a brand:

7. FONT

8. TAGLINE
Mmm Mmm Good.
The Un-cola
Don’t leave home without it
The quicker picker-upper

9. SOUND
Do you associate a tune with…..
iTravel 2000
Sleep Country
McDonald’s

10. BRAND NAMES
Corporate dominant brand: the company’s name is either all or part of the product name. (i.e. Roots)
Private – label brands: use the name of the seller instead of the manufacturer. (i.e. “Life” brand)
Product-dominant brands: attempt to connect brand name to the product’s positive attributes (i.e. Acura)

11. Logo is a generic term for all of the symbolic ways to create a brand.
LOGOs
Logo is a generic term for all of the symbolic ways to create a brand.
3 forms of logos:
Monogrammatic – a stylized writing of the company’s name or product initials
Visual symbols
Abstract symbols

12. BRAND LOGO
wordmark

13. BRAND LOGO
pictorial

14. BRAND LOGO
abstract