Branding and Differentiation

Unit 3 Topic 3.1.1

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Learning Objectives Learning Objectives

Must – Must – Define brand and identify Define brand and identify some well known logossome well known logos

Should – Should – Explain methods used by Explain methods used by businesses to make their products businesses to make their products recognisable recognisable

Could – Could – Identify the benefits for Identify the benefits for businesses of creating a brand businesses of creating a brand

What is a Brand?What is a Brand?

Brand = a product or a range of products with a unique and easily recognisable character

•A company logo is one way of allowing us to recognise a company

LogoLogo

Can you identifiy the following well know logos?

But…But…

Its not just the logo which make Its not just the logo which make companies recognisable to companies recognisable to consumers. consumers.

ColourColour

Colour increases brand recognition Colour increases brand recognition by up to 80%.by up to 80%.

Colour ads are read up to 42% more Colour ads are read up to 42% more than similar ads in black and white. than similar ads in black and white.

Colour can be up to 85% of the Colour can be up to 85% of the reason people decide to buy.reason people decide to buy.

ShapeShape

Large companies can make their Large companies can make their products more recognisable to products more recognisable to consumers by making the shape of consumers by making the shape of their packaging unique. their packaging unique.

SlogansSlogans

A lot of companies use slogans to A lot of companies use slogans to advertise their productadvertise their product

These are designed to be catchy and These are designed to be catchy and immediately recognisable to the immediately recognisable to the consumerconsumer

Activity – Name the companies who use the following famous slogans.

You have 5 minutes to complete this task.

SlogansSlogans

Eat FreshEat Fresh I’m Loving ItI’m Loving It

Gives you WingsGives you Wings Taste the RainbowTaste the Rainbow

Because I’m Worth ItBecause I’m Worth It Snap, Crackle, PopSnap, Crackle, Pop

The Best a Man can The Best a Man can GetGet

Connecting PeopleConnecting People

Have a BreakHave a Break Finger Lickin’ GoodFinger Lickin’ Good

Once you Pop you Once you Pop you can’t stopcan’t stop

Where do you want Where do you want to go today?to go today?

AdvertsAdverts

Companies use adverts to make their Companies use adverts to make their products more recognisable and products more recognisable and memorable to consumersmemorable to consumers

http://www.youtube.com/watch?v=EfeVEAZkJqM

What are the benefits of What are the benefits of branding? branding?

ActivityActivity

Select one of the following brands. Create a Select one of the following brands. Create a poster which explains what the poster which explains what the manufacturer does to encourage manufacturer does to encourage consumers to recognise and buy the consumers to recognise and buy the product e.g. logos, colours, shapes, product e.g. logos, colours, shapes, slogans and adverts. slogans and adverts.

Coca ColaCoca Cola Pringles Pringles Fairy Liquid Fairy Liquid McDonalds McDonalds

Learning Objectives Learning Objectives

Must – Must – Define brand and identify Define brand and identify some well known logossome well known logos

Should – Should – Explain methods used by Explain methods used by businesses to make their products businesses to make their products recognisable recognisable

Could – Could – Identify the benefits for Identify the benefits for businesses of creating a brand businesses of creating a brand