1. BRANDING
BRAND NAME
SLOGAN
LOGO
BBI1O1

2. Branding
1. Brand Name
Definition: A word or group of words that a business uses to distinguish its competitors’ products

3. Branding
The Brand Name is the most important part of a product’s or company’s image because it is how the company is identified
Brand names should be distinctive and stand out

4. 3 Types of Brands:
1. Some brand names say something about the product:
i.      Ivory Soap (says the soap is pure and white)
ii.      Taster’s Choice (signifies quality)
iii.      Drano (indicates the product is for drains)

5. 3 Types of Brands:
2. Some brand names are associated with real or imaginary people
i.      Laura Secord
ii.      Miss Vicki
iii.      Mrs. Fields
iv.      Aunt Jemima

6. 3 Types of Brands:
3. Some brand names say nothing about the product at all
i.Peter Pan Peanut Butter
ii. Lever 2000

7. Branding Keep in mind the following tips… Short and simple
Easy to spell and read
Easy to recognize and remember
Distinctive
Easy to pronounce
Can be pronounced in all languages (for international markets)
Adaptable to packaging and labeling needs
Not offensive, obscene or negative
Timeless
Legally available for use

8. A Logo
Definition: A special symbol that is associated with the product

9. 3 Forms of Logos:
1. Monogram: a stylized writing of the company’s initials
a.      IBM
b.     KFC
2. Visual Symbols: drawings of people, animals, or things
a.      Tony the Tiger
b.     Toucan Sam

10. 3 Forms of Logos
3. Abstract symbols: shapes that are not representative of actual things
Nike Swoosh

11. A Logo Keep in mind the following tips… Simple is often better
Be clear and functional
Use colours and structure to communicate your message
Try to illustrate a company benefit, feature or characteristic
Avoid ‘trendy’ looks
Be unique

12. A Slogan
Definition: A short, catchy phrase that is often attached to the company’s name and logo

13. 5 Types of Slogans Play on Words Blue Jay Fever: Catch It!
2. Explanation of what the product does
Nyquil: I need a ‘sniffling, sneezing, coughing, aching, stuffy head fever so-you-can-rest’ medicine

14. 5 Types of Slogans 3. Description of the product
Duracell: The copper-top battery
4. Benefit of the product
Ivory Soap: 99 and 44/100 percent pure
5. Something about the company
Dofasco: Our product is steel, our strength is people