Branding – Branding – What’s the What’s the Message?Message?

OverviewOverview

BrandingBranding: burning an image into the : burning an image into the consumer’s mind.consumer’s mind.

Logos and ImagesLogos and Images SlogansSlogans MascotsMascots Spokespeople – endorsementsSpokespeople – endorsements VoicesVoices Strategic PartnershipsStrategic Partnerships Use of special guest appearancesUse of special guest appearances

General Rules for a General Rules for a Successful LogoSuccessful Logo

It is usually:It is usually: very simple in design (simple drawing very simple in design (simple drawing

or symbol is used)or symbol is used) easy to understand, even at a distanceeasy to understand, even at a distance one or two colorsone or two colors presented in a simple way and is easy to presented in a simple way and is easy to

readread

LogoDesignGuru.comLogoDesignGuru.com

Symbol that represents a product or Symbol that represents a product or company.company.

Can benefit the company. Can benefit the company. Represents a company's personality and Represents a company's personality and

worth.  worth.   Its uniqueness provides a great advantage to Its uniqueness provides a great advantage to

your product if it is recognizable (vs. your product if it is recognizable (vs. competition)competition)

Pepsi logo no longer needs to be accompanied Pepsi logo no longer needs to be accompanied by its name; the symbol says it all. by its name; the symbol says it all.

Logo QuizLogo Quiz

Other LogosOther Logos

Can you name some other Can you name some other recognizable logos?recognizable logos?

Why are some easier to remember Why are some easier to remember than others?than others?

Slogans or TaglinesSlogans or Taglines

When a brand’s advertising is:When a brand’s advertising is: Changed (America Runs on Dunkin)Changed (America Runs on Dunkin) Undergoes new thinking (I’m Lovin It)Undergoes new thinking (I’m Lovin It) Introducing new products or services Introducing new products or services

(Moving Forward)(Moving Forward)

ReviewReview

What is a brand?What is a brand? The use of a name, design, symbol, or a The use of a name, design, symbol, or a

combination of those elements to help combination of those elements to help differentiate a company’s products from differentiate a company’s products from the competitionthe competition

What is a trademark?What is a trademark? When a brand is registered (identifies When a brand is registered (identifies

legal ownership of the brand)legal ownership of the brand)

Slogans Quiz Slogans Quiz 77

Betcha can't eat just oneBetcha can't eat just one An American RevolutionAn American Revolution Drivers wantedDrivers wanted Breakfast of championsBreakfast of champions Born from jetsBorn from jets Just Do ItJust Do It Ultimate Driving MachineUltimate Driving Machine

Slogans Quiz ContSlogans Quiz Cont77

Sometimes you feel like a nut, Sometimes you feel like a nut, sometimes you don’tsometimes you don’t

Raise your hand if your sureRaise your hand if your sure It’s everywhere you want to beIt’s everywhere you want to be Plop, plop, fizz, fizz, oh what a relief it isPlop, plop, fizz, fizz, oh what a relief it is Don’t leave home without itDon’t leave home without it Have it your wayHave it your way It’s the cheesiestIt’s the cheesiest The King of BeersThe King of Beers

More SlogansMore Slogans

Can you name other slogans?Can you name other slogans? Why are some so easy to remember?Why are some so easy to remember?

Brand BuildingBrand Building

Brand AwarenessBrand Awareness Process of working toward maximizing Process of working toward maximizing

recognition of a particular brandrecognition of a particular brand Brand ImageBrand Image

Consumer perceptions linked to a Consumer perceptions linked to a particular brand (health, excitement, particular brand (health, excitement, fun, family, etc.)fun, family, etc.)

Example: Disney brand is associated Example: Disney brand is associated with family fun and entertainmentwith family fun and entertainment

Brand Building ContBrand Building Cont

Brand EquityBrand Equity Value placed on a brand by consumersValue placed on a brand by consumers Example: Nike has strong brand equity Example: Nike has strong brand equity

because consumers have long associated because consumers have long associated the brand with top level athletes and the brand with top level athletes and quality productsquality products

Brandy LoyaltyBrandy Loyalty Consumer preference for a particular Consumer preference for a particular

brand as compared to competitor brand as compared to competitor products or servicesproducts or services

Forms of BrandingForms of Branding

Corporate BrandCorporate Brand Represents an entire company or Represents an entire company or

organizationorganization Examples: Pepsi-Cola, McDonalds, Frito-LayExamples: Pepsi-Cola, McDonalds, Frito-Lay

Product BrandProduct Brand Represents a particular product of a Represents a particular product of a

company or organizationcompany or organization Examples: Diet Pepsi, Chicken McNuggets, Examples: Diet Pepsi, Chicken McNuggets,

FritosFritos

Forms of Branding Cont.Forms of Branding Cont.

Store Brands (also called Private Store Brands (also called Private Labels)Labels) Products retailers sell as their own Products retailers sell as their own

brandsbrands Examples: Walmart carrying Great Examples: Walmart carrying Great

Value brands, Hy-Vee carrying Hy-Vee Value brands, Hy-Vee carrying Hy-Vee brand, Cabela’s carrying Under Armor brand, Cabela’s carrying Under Armor and other brand name items, but also and other brand name items, but also have their own “Cabela’s” brandhave their own “Cabela’s” brand

Branding in SEMBranding in SEM

Brand ExtensionBrand Extension Using a successful brand name to launch a Using a successful brand name to launch a

new or modified product or service in a new new or modified product or service in a new marketmarket

Examples: Examples: P. Diddy and Eminem have used brand extension P. Diddy and Eminem have used brand extension

to develop their own clothing lines (Sean John to develop their own clothing lines (Sean John Clothing and Shady ClothingClothing and Shady Clothing

Michael Jordan introducing own brand of cologneMichael Jordan introducing own brand of cologne David Beckham – soccer academy in London, David Beckham – soccer academy in London,

male fragrance, movies, Adidas apparelmale fragrance, movies, Adidas apparel

Mascots Mascots 55

Why do some organizations have a Why do some organizations have a mascot?mascot?

Advantages and disadvantagesAdvantages and disadvantages Does LNE?Does LNE? If you could change Rockets – what If you could change Rockets – what

would it be and why?would it be and why? Other schools and their meaning? Is it Other schools and their meaning? Is it

related to their identities? Links, related to their identities? Links, Gators, Knights?Gators, Knights?

Corporate MascotsCorporate Mascots

More MascotsMore Mascots

Other MascotsOther Mascots

Can you name other mascots used Can you name other mascots used by companies or organizations?by companies or organizations?

Are they effective? Why or why not?Are they effective? Why or why not?

Spokespeople/Spokespeople/EndorsementsEndorsements

Why do businesses or organizations enlist Why do businesses or organizations enlist individuals to serve as “official spokesperson” for individuals to serve as “official spokesperson” for them?them?

Create a positive associationCreate a positive association Curt Schilling – Ford Motor Corp. (What words Curt Schilling – Ford Motor Corp. (What words

would you use to describe Schilling?)would you use to describe Schilling?) Pepsi - Reggie Bush and Jeff GordonPepsi - Reggie Bush and Jeff Gordon Revlon – Halle BerryRevlon – Halle Berry Michael Vick - Nike & Coca Cola (need to Michael Vick - Nike & Coca Cola (need to

disassociate)disassociate) Can you name any others?Can you name any others?

VoicesVoices

What’s the impact of specific voices What’s the impact of specific voices on commercials? on commercials?

Gene Hackman – Delta Airlines & Gene Hackman – Delta Airlines & LowesLowes

James Earl Jones – VerizonJames Earl Jones – Verizon Kate Walsh – CadillacKate Walsh – Cadillac Can you name any others where you Can you name any others where you

know the voice, never see the person know the voice, never see the person and they’re not named?and they’re not named?

Strategic PartnershipsStrategic Partnerships

Pepsi & NFLPepsi & NFL Dunkin Donuts and NE PatriotsDunkin Donuts and NE Patriots McDonalds and DisneyMcDonalds and Disney Nike and Apple hereNike and Apple here Any local ones? Potential ones? Why?Any local ones? Potential ones? Why?

Need to disassociate? (Ford and Need to disassociate? (Ford and Firestone Tires)Firestone Tires)

Special Guest Special Guest AppearancesAppearances

Who’s seen a famous person Who’s seen a famous person (musician, celebrity, athlete) (musician, celebrity, athlete) somewhere and remember the somewhere and remember the person and location? person and location?

The location becomes part of the The location becomes part of the experience.experience.

Who would you have suggested for Who would you have suggested for the Grand Opening of Barnes and the Grand Opening of Barnes and Nobles at Derby St. Shoppes? Why?Nobles at Derby St. Shoppes? Why?

ConclusionConclusion

Importance of building a brand Importance of building a brand identity.identity.

Connecting, associating, Connecting, associating, communicating a message – a way of communicating a message – a way of life – to an audience.life – to an audience.

What is branding and why is What is branding and why is branding important?branding important?

Small Group ActivitySmall Group Activity

20 minutes: Each group will create a 20 minutes: Each group will create a “brand” for two local businesses by “brand” for two local businesses by choosing a spokesperson/mascot, slogan choosing a spokesperson/mascot, slogan and logo for:and logo for:

Either Crowe Point Pizza or Atlantic Either Crowe Point Pizza or Atlantic Bagel AND a local business of your choiceBagel AND a local business of your choice

Be prepared to describe your decisions and Be prepared to describe your decisions and specifically what message you’re sending specifically what message you’re sending to your audience. (Hint – start with your to your audience. (Hint – start with your message first)message first)