What is a Brand? And why should I care? What is a Brand? • A brand is a symbolic embodiment of all the information connected to a company, product or service. What is a Brand? • Well, what the heck does that mean? What is a Brand? • It means, the brand is representing. • It stands out there in the world and says “hey, this is us, we do good stuff” A brand is the nucleus of sales & marketing activities Which generates increased awareness and loyalty when managed strategically. What is a Brand? • A brand serves to create associations and expectations among products made by a producer. What is a Brand? • OK……what does that mean? When you see a Tim Horton’s Logo, what do you think of? Coffee? Smiles? Fast Service? Donuts? Food? When you see a Shell Logo, what do you think of? Gas? Food? Snacks? Help? I have no money for gas? What is a Brand? • Both Tim Horton’s & Shell have promoted these Services/Products…. (except the hi‐gas part) • They both have applied their logo to the promotions. THAT’S THE BRANDING PART. • The association of services/products and who provides those services/products is therefore linked together. • A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality. What is a Brand? The key objective is to create a relationship of trust. Brand Loyalty is built on trust. Assignment 1 – Find a Brand Take the rest of the class and search out a brand – examples are – Ford, Coke, Nike ‐ Use a popular one. Research the brand and learn about its history, (include pics, movies, logo development, – if you can). Submit a brief report on what you found (2 pages double spaced is perfect). YOU MUST HAVE THE ANSWERS TO THE BELOW QUESTIONS IN THE REPORT… 1. Who is company/corporation. 2. What products/services do they offer. 3. What do YOU think about their logo – be critical, and don’t just say “it sucks”… rationalize your reasons. 4. Does the company/corporation apply their logo to everything they produce? Why or why not? 5. What words or images pop into your head when you see their logos? Why? Reports are due by Sunday 21st at Midnight. Please submit all work to the CC‐MEDIA sever ‐ your folder, mm504, assignment name, your name. Thank You!
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