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Branding

Branding. Logos, Slogans, and Brand Strategies. Did you know?. The Haagen Dazs name is made up of two completely fabricated words! Created to convey a foreign feel Created to give the sense of a premium quality It’s actually made in the US. Product-Dominant Names.

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Branding

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  1. Branding Logos, Slogans, and Brand Strategies

  2. Did you know? • The HaagenDazs name is made up of two completely fabricated words! • Created to convey a foreign feel • Created to give the sense of a premium quality • It’s actually made in the US.

  3. Product-Dominant Names • Marketers use product-dominant names to try to connect product with positive attributes • ZEST soap (zesty wake up shower) • Kodiak boots (grizzly bear – strong, outdoors feel) • Luv’s diapers (cute, love…implies love for the baby) • Honda Accura (stems from the word Accuracy)

  4. Logos • Is the accepted generic term for all of the symbolic ways to create a brand.

  5. 3 Different Forms of Logos • Monogrammatic – stylized writing of the company or product’s initials, or a combination of initials and numbers (Canadian Cycle and Motor Company) Did you know? Products with the CCM logo sell better than products that say Canadian Cycle and Motor Company on them!

  6. 3 Different Forms of Logos, cont’d 2. Visual Symbols– line drawings of people, animals, or objects. (Roots Canada) Did you know? Logos that use visual symbols communicate a feature of the company’s products or history?

  7. Greek Goddess of Victory: Inspiration for what company name and logo?

  8. 3 Different Forms of Logos, cont’d 3. Abstract Symbols– shapes that carry a visual message but are not representative of identifiable objects. Convey vague product associations (high tech, flight). (NIKE) Did you know? The Nike swoosh is one of the best known examples of an abstract logo that is easily recognizable on all of the company’s products.

  9. Slogans • Is a short, catchy phrase that is always attached to the company’s name and logo Harvey’s makes a hamburger, a beautiful thing! What’s the Slogan?

  10. It’s catchy, memorable, and tells the customer what it doesit carries a positive message (makes, beautiful) Harvey’s makes a hamburger, a beautiful thing!

  11. Going International

  12. KFC – Kentucky Fried Chicken Translation in Chinese: “Eat your fingers off”

  13. Capitalizing on Success Brand Extensions A company uses it’s establishedbrand to create a similar product that capitalizes on the older brand’s success

  14. Brand Extension – the plus! • The brand already has already gained consumer confidence … • if consumers regard Humpty Dumpty as a manufacturer of good-tasting salty snack, then that brand positioning will carry over into another salty snack that Humpty Dumpty makes.

  15. Co-Branding • Partnering with a non-competing company Retailers are restricted from setting up a bank. Therefore, WalMart teams up with TD. Tim’s is very successful – WM. Teams up with them too. Added success.

  16. So Why Brand? • to build loyalty • to convey the image of the product • retain customer’s loyalty • to gain a position in the market • to aid advertising • to aid promotion • Text p. 731

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