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Marketing Day 4Product Branding/ Promotion
Branding! What is it?There are three components to a brand:
1. Brand Name2. Logo or Trademark3. Slogan
Brand NameA word or group of words that a business uses to distinguish its products from competitor's products.
Brand names should:● Be distinctive and stand out from the
competition● Be easy to remember
Some popular examples
Logo or TrademarkA special symbol that is associated with a product.
It helps a product compete for consumer awareness
Some popular examples
Above is a combination of five of the most famous logos(actually four, the fifth is from a text logo!),can you spot where they’re from?
In 1971, Carolyn Davidson was a design student at Portland State University. This is
where Phil Knight, one of the founders of Nike and an assistant professor at PSU, struck
up a conversation with her and asked Davidson to come up with some logo designs for
his new sportswear company. Davidson designed the swoosh, perhaps the most
recognizable logo of the 20th century. She was paid just $35 for her work.
"Well, I don't love it," Phil Knight is reported to have said about the swoosh design at the
time, "but maybe it will grow on me."
The design indeed grew on Knight, as it did the rest of the world. But as Nike swelled to
become a multi-million dollar behemoth (it went public in 1980), the company realized
that $35 for Davidson's design was a steal. Executives decided that she should see
something more for her contributions to the company. Eventually, Davidson would be
compensated more robustly, with Nike providing her a more substantial pay package in
1983.
Some estimate that her Nike stock is now worth about $600,000, though that's never
been independently confirmed. Davidson simply insists that she's no millionaire. You can watch
video of Davidson describing her creation of the logo at KGW in Portland.
C Cadbury’sA CocA colAN DisNey
Y ebaYO sOnyU blockbUster
S SubwayP PepsiO OracleT Tesco
L Louis VuittonO canOnG GE (General Electric)O legO
T Tic Tac
H yaHoo
E Esso
LogosTake on three possible forms:
1. Monogram (company initials)
2. Visual Symbols (line drawings of people,
animals or things)
3. Abstract Symbol (shapes that carry a visual
message, but not an actual "thing")
Logos can evolve
SlogansA short catchy phrase that is usually attached to the company's name and logo.
SLOGAN: MAKE IT SHORT, CATCHY, AND EASY TO REMEMBER. USE ONE OF THE 5 SLOGAN TYPES:
¢Play on Words
�Blue Jay Fever: Catch It!¢Explanation of what the product does
�Nyquil: I need a ‘sniffling, sneezing, coughing, aching, stuffy head fever so-you-can-rest’ medicine¢Description of the product
�Duracell|: The copper-top battery¢Benefit of the product
�Ivory Soap: 99 and 44/100 percent pure¢Something about the company
�Dofasco: Our product is steel, our strength is people
JingleA short tune that used for advertising purposes
Top Ten Jingles
BrandingOnce a company develops a name, slogan, or logo for a product, everything associated with that product should carry the identification.
Advertising/PublicityAdvertising - paid for promotion of a business's goods and services over a variety of mass media to a target market audience.
Publicity - is media information about a business that a business doesn't pay for - good or bad!
Ads
Advertising● radio● television● newspapers● magazines● the internet● billboards● junk mail● guerilla marketing● (viral marketing)● and so much more!
AssignmentYour task:
Come up with a name, logo and slogan and ad for your product (you choose the media!)
