Marketing
Diet Rite Cola
1st diet cola ever made in 1958
Why don’t we drink it?
In 2005, coke spent $400
million on advertising
MARKETING
Two fundamental roles:
1.sell what is made
2. manage a business’s brand(s)
MARKETING
Term used to describe all the activities
involved in getting goods and services
from the business to the consumer
Includes: Research and Development
(R&D), Sales, Distribution, Advertising
and Promotion
Without Marketing we would not know
what was available for purchasing
BRANDING
BRANDING – the logo’s we looked at
Brand name: a word or group of words to
distinguish its products from competitors’ products
Be distinctive and stand out from the competitors
Logo or Trademark: symbol associated with the
product
Helps compete for consumer awareness
BRANDING
LOGOS
3 possible forms
Monogram – stylized rending of companies
initials
IBM, KFC, 3M
Visual Symbols – pictures
Apple, Tony the Tiger, United Way, Ronald
McDonald
Abstract Symbols – usually not memorable
Swoosh
SLOGAN
SLOGAN
Short catchy phrase attached to company’s
name & logo
Priceless, It’s in you to give, Obey your
thirst
Everything associated with the product
should carry the identification
BRAND IDENTIFICATION
Same style or writing
Same package
Same colour
We should never have to
guess the brand of a
product
ASSIGNMENT
By yourself or with a partner:
Pick a company
What is:
The brand
The logo – why did they pick it, what does it represent
The slogan – what does it mean? What ad does it remind you of?
NEXT
Make up the same type of company and make up your own
BRAND, LOGO and SLOGAN