Branding by dffhrtcv3

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									What do the following categories have in
                common?

   Universities/Colleges
    Sports teams/sports leagues
   Movies/bands
   Police Force/ Royal Canadian Mounted Police (RCMP)
•They promote themselves by licensing their logos to be put
on products
•Students, sport fans, and tourists spend millions of dollars
every year on branded products
•These include: hats, sweatshirts, mugs, glassware, scarves, and
T-shirts, sports jerseys, and other gear,
•Branding   is the process of creating that identity

•Buyersrespond to branding by making repeat purchases
because they identify the item with the name of its
producer

•Brand: name, term, sign, symbol   , design (or a
combination) intended to identify goods or services of a
seller or group to differentiate them from competitors
•Recommendations from
friends

•The need to associate
ourselves with images
possessed by certain
brands

•Colourful advertisements
What brand comes to mind when you hear the
following categories:

   •Cereal
   •Watches
   •Athletic Shoes
   •Bottled Water
   •Hamburgers
   •Soap
   •Cookies
Lets see if you can                  these brands?



In groups of two, get out a piece of paper and write
      out the letters of the alphabet like this:
                   A__________
                   B__________
                   C__________
                   D__________
                   E__________
                   F__________
                   G__________
1. Short, sweet and easily pronounced

2. Unique within its industry
     •    e.g. Monster.com vs. careers.com

3. Good alliteration, especially if a longer name
     • Coca Cola

4. Lack of abbreviated words
     • Avoid becoming YASI – Yet Another Set of Initials

5. Flexible and Expandable
      • Kinko’s vs. Copyshop

6. Linguistically Clean
      • No translation errors, consider meanings in other languages
      • Gerber – not sold in France?
      • KFC ‘s slogan “Finger Lickin’ Good”  Chinese translation?
      • Coors slogan – “Turn it loose”  Spanish translation

7. Will Not Age Quickly
     - Industry Slang constantly changing
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In groups of four, you will research and present one of the
six types of brands in more detail.

You must:
  •Use the textbook and internet to
  research this brand type
  •Define the brand type to the class
  •Come up with at least 3 examples
  to share with the class
Generic – item characterized by plain label, with no advertising and no
brand name
     No Name, non-brand name prescriptions at the pharmacy
Manufacturers brand or national brand – brand name owned by a
manufacturer or other producer
     Dell, Kodak, Coca Cola
Private brand – brand name placed on products marketed by
wholesalers and retailers
     E.g. Loblaws (Presidents Choice) , Shoppers Drug Mart (Life Brand)
Captive brands – national brands that are sold exclusively by retail
chain
     E.g. Canadian Tire’s captive brands include Debbie Travis line of
     paints
Family brands – brand name that identifies several related products
     E.g. RAID insect spray, Campbell soup, Johnson and Johnson,
     Heinz, Kellogg's,
Individual brands – unique brand name that identifies a specific
offering within a firm’s product line and that is not grouped under a family
brand
     E.g. Tide, Clorox, Crest, Dove
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Solutions
You’ve been “branded”!
             What is a Logo
•Logo: The accepted generic term for all of the
symbolic ways to create a brand
   Includes: trademarks, trade names, brand marks,
   logotypes, and corporate symbols
             What is a Slogan?

•Slogan: A short, catchy phrase that is always attached to the
company’s name and logo
    E.g. Harvey’s makes a hamburger a beautiful thing
       oIncludes brand name
       oTell customer what company does (makes a hamburger)
              Canada's Best Managed Brands

45%   42%
40%
35%
30%
25%         20%   18%   18%   18%
20%                                 13%   13%
15%                                             11%   10%   9%
10%
 5%
 0%
              Canada's Worst Managed Brands
50%   46%
45%
40%
35%
30%
25%
20%         16%   16%
15%                     11%   10%   10%   10%   9%   9%   9%
10%
 5%
 0%
Select one brand to electronically research. In a one page
(double-spaced) report include the following:
    • A brief description of the brand
        •E.g. History of the brand, origination, other products etc
    •The type of brand category this brand falls under
        •E.g. Generic, family, private, individual, etc
    •Your experience with the brand
        •E.g. Why do you use this particular brand instead of
        other brands on the market others
    •Competition with the brand
        •How well is this brand managed?
    • Characteristics that make it a good/bad brand
                        Due Date: Thursday September 16th Total Marks: 10

								
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