What is a Brand by danman21

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									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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