1. Brands

2. Branding
Name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition. – AMA
awareness, reputation, image, distinctiveness from competition
intangibles surrounding the tangible brand elements (package, trademark etc.)

3. Branding
The only products that branding is not important are commodities
No way to identify one product from another
Example: Wheat, Carrots, Milk
The Marketing for commodities are done by boards in order to promote the industry as a whole

4. Brand Names Two types of brand names Corporate Dominant
Include the name of the manufacturing company
Product will be associated with all of the positive aspects people have for that corporation
Example: Roots, McDonalds, American Eagle

5. Brand Names Product Dominant
Try to connect a product with psotive attributes it has
Brand names are made up of words designed to be associative
Less marketing work is needed if you are describing the product right in the name
Examples: Red Bull, Energizer, Fancy Feast, Speedy Auto Glass

6. Brand Names Private-label brands
In the last decade these are becoming more and more popular
Separates the manufacturer from the product itself
Often offered exclusively in one store
These brands will be strategically packaged, placed and priced compared to larger, more popular brand names
Example:
Presidence Choice – Zehrs
Life – Shopper’s Drug Mark
Mastercraft – Canadian Tire

7. Slogans
A short, Catchy Phrase that is always attached to the company’s name and logo.
Goals of a slogan
State the brand name
Identifies the differentiation of the brand
Memorable
Reinforces Positive Emotions or Feelings

8. Identify the following Slogans:

9. “It tastes Awful. And it works”

10. “I’m Loving it”

11. Mm Mm Good

12. Buy it. Sell it. Love it.

13. Don’t Leave Home Without It

14. Think Outside The Bun

15. Logos
The accepted generic term for all of the symbolic ways to create a brand.
Three different possibilities
Stylized Writing of the company’s name or initials
These brands want the companies name to speak for itself, often are involved in many different areas and product categories
Visual Symbols
Animals, people or objects that a company wants to be associated with their brand

16. Logos Abstract Symbols
Shapes that carry a visual message but are not representative of identifiable objects.
Easily reproduced but distinct from other symbols and logos

17. COLOUR

18. SHAPES Logos are often very simplistic shapes Most common Circle
Any idea why??

19. Logo Contest We will go through 100 logos See how many you can name
Name which style of logo they are
stylized writing
symbols
Abstract
1 point for each correct

20. Assignment From the list of logos we just went through Brainstorm
A list of logos that are stylized writing
A list of logos that are symbols
A list of logos that are abstract