4 Definition What is brand? A clearly distinguishable name A firm uses to uniquely identify its product (or services) with consumers and distinguish it from that of competitorsMore than just names & symbolsRepresent consumers’ perceptions & feelings about a product & its performance
5 Definition Brand name: E.g. Coca-Cola Brand Trademark: Brand – The sum of all the characteristics, tangible and intangible, that make the offer (organization) unique.Trademark - TM Legally Protected MarksBrand name: E.g. Coca-ColaBrand Trademark:Contour Bottle – with & without the word ‘Coca-Cola’, received trademarks in 1960 & 1977 respectivelyss
6 Companies’ Benefits from brands Help differentiate product or service from competitorsEnhance cross-product promotion & brandEncourages customer loyaltyRetention using behaviorLegal protection
7 Customers’ Benefits from brands ENGL 353 presentation ed 7.pptCustomers’ Benefits from brandsAssists the identification of preferred and expected products or servicesEstimate the product quality levelShorten the buying consideration (sometime only)Provide psychological promise & reward
8 Elements of Good Brands Easy to read, recognize & rememberCreativeDistinctiveMeaningfulAdaptableCan be registered & legally protectedBrand BuildingBrand Defensive
9 Good Brands & Bad Brands In Class Quiz 1 BMWLamborghiniZevia, Truvia & PureViaG1
10 Good Brands & Bad Brands In Class Quiz 1 BMWGoodLamborghiniZevia, Truvia & PureViaBadG1Bad x 2
11 Good Brands & Bad Brands In Class Quiz 1 Zevia, Truvia & PureVia“… different companies made the same naming mistake: creating a brand name too much like the original descriptive word.”“… a trio of similar-sounding names, certain to cause confusion among potential customers…”Pollywog Inc. (2008, December 4th), Best and Worst Brand Names of Retrieved from
12 Good Brands & Bad Brands In Class Quiz 1 Simple but “a weak brand name…”“…forgettable and easily confused with 3G…”“… name is reminiscent of some of Apple’s legacy products, the PowerPC G3, G2…”Pollywog Inc. (2008, December 4th), Best and Worst Brand Names of Retrieved from
13 Good Brand ElementBrand element: Meaningful Interpreted in values consumers seekE.g. OFF!®Insect RepellentsProvides mosquito protection, no matter what the occasionTransferable - can also be used to introduce new products in other categories (e.g. insects other than mosquito)
14 Good Brand Element Brand element: Adaptable Retain brand values E.g. Cathay Pacific1993 Changed the green & white striped livery ∵No Asian meaning or style New: “brushstroke" image (the “brushwing”)Suggesting Chinese calligraphy (Asian) & the wing of a bird (Aviation technology)Retain signature green colorNew logo – reinforces modern, international & Asian image
15 Good Brand Element Brand element: Adaptable Retain brand values E.g. Cathay PacificNew identity – “Cathay Pacific. The Heart of Asia” Promotion CampaignPrint AD: green background & calligraphic brushstroke
16 Good Brand Element Brand element: Adaptable Retain brand values E.g. Cathay PacificTV AD: - Features a variety of Asian drummers Celebrates the new look & colors of Cathay Pacific- Music: Japanese composer Ryuichi Sakamoto (坂本龍一)- Connects Cathay to its home in Hong Kong- Close with a special effect of the rendering of the new brushstroke logoCampaign: - Consistent with the new image- Target Audience: existing & potential customers- Print AD: Promote flight to Asian destinations- TV AD: Inform customers its new logo & reinforce its international scope & Asian identity
17 Brand Today… in today's highly competitive retail scenario, due to the presence of many competing brands…many famous brand names that come to mind when we think of certain categories of consumer products…established over a period of years by consistently spurning out new and innovative designs, and by building strong customer relationships.Thadani, Rahul. (2010 June 2nd) . Famous Brands Names.Retrieved from
18 Branding StrategySingle brand identity - A separate brand for each product. E.g. Procter & Gamble(P&G) Different products: Tide, Pringles, Gillette Same product (shampoo): Head & Shoulders and PanteneA differentiated marketing approach Satisfying customers’ wants & needs closely with products’ competitive edgeAd tailor for one product onlyTo raise corporate profile Corporate Brand StrategyTV ADEnding: highlight the relevant product rangeTarget audience: mothers – a key market segmentMessage: To attract customers to seek out products from various P&G product lines
19 Branding StrategyUmbrella branding - All products under the same brandE.g. SONYGoal: Bolster consumer confidence in the productSony UK general marketing manager Matt Coombe: “People know Sony and they believe the brand values of the master brand Therefore, they feel reassured about what they are buying. The umbrella branding gives us a meaning, not just a logo.”First global umbrella-brand message:To unite Sony's communication across electronics, games, film, music, mobile phones and network services.Sony CEO and president Sir Howard Stringer: “make.believe will differentiate us from countless competitors and inspire consumers around the world to embrace all that is Sony,'
20 Branding StrategyMulti-brand categories – Different brands for different product categories.E.g. Campbell Soup CompanySoups – Campell’s, SwansoBaked goods – Arnott’sJuices – V8Sauce - Prego
21 Branding StrategyFamily of names – Different brands having a common name stemE.g. Nestle uses Nescafe, Nestea for berverages
22 ENGL 353 presentation 06-10-2011 ed 7.ppt Video ExampleNokia – Will You Marry Me
23 Video Example NOKIA – A brand name Background: Top ten mobile phone company in the worldIn 1865, Knut Fredrik Idestam established a wood-pulp mill in Tampere, south-western Finland. It took on the name Nokia after moving the mill to the banks of the Nokianvirta river in the town of Nokia. The word "Nokia" in Finnish, by the way, means a dark, furry animal we now call the Pine Marten weasel.The Evolution of Tech Companies' LogosBy Alex in Neatorama Exclusives, Science & Tech on Feb 7, 2008
24 Video Example Big brands adv Product : mobile phone Background song: Underneath your clothes by ShakiraNew function showing in adv: photo takenConfidence on trade mark, six mini logos and one final big logoSimple and smart advAdv shows audience the personalities of Nokia customersStory line
25 Video Example Target audience: English language culture Hebrew language culture (text of the cell phone)General middle class people who can afford on cell phone
26 Video Example Target audience: Couples, lovers, family who are staying in distancePeople who may have lonely experiencePotential consumers who want to “connecting” with othersPotential consumers who want to be “smart” and “caring”Potential consumers who want to be “different”26
27 Nokia BrandLogo:An image of two people almost joining hands with each other.Express a proper support and also complimented the slogan which is Nokia’s mission statement.27
28 Nokia Brand A Powerful Brand “Undoubtedly, Nokia is a powerful player in the mobile telecommunication industry. Its mobile phones and gadgets have been infiltrated globally in mobile markets and are the customers’ favorite. Apart from being celebrated for its mobile phones, Nokia Co. also offers it’s customer other corporate functions which include multimedia devices and applications, enterprise solutions and network services. This further makes the Nokia logo a common household icon.”XinQ. (2007) Logos and their meaning. From his blog:28
29 Nokia Brand4 things great ads could do for a brand we can find from this ad:Make a brand travel worldwide e.g. The adv has different language. Mainly English which is worldwide language.Can turn a brand into anything e.g. The adv turns the brand – cell phone because graphic note broadMake a brand knows itself e.g. The adv shows the brand is more than a product but a way to connect peopleHelp a brand taps into emotions e.g. The adv has story line which may happen anywhere in our real live.29
30 Good band names become social language Example:Google7-11Ebay
31 POP QUIZ:Which Brand's Slogan Was "A diamond is forever“?
32 ANSWERWhich Brand's Slogan Was "A diamond is forever“?
33 POP QUIZ:Which Brand's Slogan Was “Have it your way“?
34 ANSWERWhich Brand's Slogan Was “Have it your way“?
35 Definition What is slogans? A brief attention-getting phrase used in advertising or promotionHelp establish an image, identity, or position for a brand or an organization, but mostly used to increase memorability.Used in political or commercial context as a repetitive expression of an idea or purpose.
36 Function of SlogansA slogan can take your logo design move to the next level. At the result the brand of the company will increase the market value and the company will increase market shareE.g. Apple: “ Think Different”Short scriptHere’s to the crazy ones. The rebels. The troublemakers. The ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
38 Function of SlogansThink Different" is an advertising slogan created for Apple Computer in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day. It was used in a television commercial, several print advertisements and a number of TV promos for Apple products. Apple's use of the slogan was discontinued with the start of the Apple Switch ad campaign in The slogan appeared to have been a play on the venerable IBM "Think" motto coined by Thomas J. Watson, with IBM having been a direct competitor of Apple in the PC market. More explicitly, the Apple slogan served to challenge consumers who were wanting to buy IBM-derived Windows-based PCs to consider Apple as a smart alternative.
39 What is Effective Slogan? Conveys the fundamental benefits of the product or brand, not just featuresE.g. "Melts in your mouth not in your hands." - M&M’sSet your brand apart from your competitors E.g. "It's not just a deal, it's a Dell!“ - DellMemorable, can be recalled without helpE.g. "It's a Sony" - SonyCan be witty, but not to offendE.g. "iThink, Therefore iMac“ - Apple Computer
40 What is Effective Slogan? Not be able to be substitutedE.g. “The united colors of Benetton” - BenettonCreate a feeling of creditworthinessE.g. “Easy as Dell” - DellEvoke emotionE.g. “Just do it” – NikeRhyme / Accompanied by mnemonic devicesE.g. “Hello Moto” - Motorola
41 MC Donald’sThe phrase 'I'm Lovin' It', taken from the campaign fronted by different pop stars in different countries. The phrase 'I'm Lovin' It', stands out from the packs as the only colourful element against the black-and-white photographs. The designs will be used in 11 languages around the world.
43 MC Donald’s i’m lovin’ it English Europe and South Korea etc simplified Chinese: 我就喜欢; traditional Chinese: 我就喜歡; pinyin: wǒ jiù xǐhuānChinese China, Malaysia, Singapore, Taiwan, United Statesich liebe esGerman Germanyأنا أحبه (ana aħibba) as well as اكيد بحبه (akid behibuh)Arabic Egypt, Kuwaitc’est tout ce que j’aimeFrench Francevenez comme vous êtes
44 MC Donald’s c’est ça que j’m French Québec It's that which I love. (j'm = j'aime.)love ko ‘toTaglishPhilippinesI love this. ('to = ito)me encantaSpanishArgentina, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala,I love it. (lit. It enchants me.)me encanta todo esoChileI love all that. (lit. All that enchants me.)amo muito tudo issoPortugueseBrazilI love all this a lot.işte bunu seviyorumTurkishTurkeyThis is what I love.вот что я люблюRussianRussiaThat is what I love.я це люблюUkrainianUkraineI love this.man tas patīkLatvianLatviaI like it.
45 MC Donald’s It was launched in Munich, Germany in 2003. The target audiences are people in the world.The image of new slogan 'I'm Lovin' It in the packaging showing “captured ... themes of inspiration, passion and fun” to target audience.The company has a 15% to 20% global increase in sales since its 'I'm Lovin' It' ad campaign launched.
49 Slogan of Nokia Connecting People Company slogans kept for nearly two decades“Connecting people” is Nokia Corporation’s slogan also their missions statementEffective slogan and mission statementIt’s rewarding to see that after nearly two decades, our mantra of “connecting people” still resonates so stronglyMark. (2010 June 1th). Connecting People, we’re flattered Mark. Retrieved from
50 Nokia Connecting People Thus, the ‘Nokia Connecting People’ slogan was born with the Nokia logo.The slogan of Nokia logo provides the brand with an exceptionally strong elevated altitude in the communication industry.The slogan explains the company goal to connect people without any barricade and with total comfort.Nokia logo features a perfect portrait of two people almost joining hands with each other.The illustration provides a polite pillar to the Nokia logo and has expertly conveyed the company’s mission along with the slogan.
51 Slogans Challenge iphone also use it OPPMeaningless Slogans that few Brands Carry which is far from their Unique Selling Proposition – Nokia Connecting what?
52 Slogan RetenetionAndrea Facchini, Marketing Director of Nokia Indonesia recognizes the challenge. “The meaning has now evolved connecting. Once the connection just through call or SMS text, but now changed,” he said in a Break Free Nokia event held today at Quicksilver Cruise. “Now connecting means connected to the Internet,” he said.(2011 April 1st). Nokia growing steadily with the slogan “Connecting People”The Evolution of Tech Companies' LogosBy Alex in Neatorama Exclusives, Science & Tech on Feb 7, 2008 at 5:50 am
53 Slogan RetenetionNokia’s famous advertising slogan “Connecting people” can be taken both literally and figuratively. Of course, being a mobile phone company, Nokia really does deal in connectivity. However, Nokia is also sending out the message that it cares about relationships. Most of the company’s commercials also aim to emphasize human relationships and make it the center of the story.Famous Advertising Slogans: Why These 5 Advertising Slogans Work Like Gangbusters53
54 Slogan Retenetion1. States the main benefits of the product or brand for the potential user or buyerNokia helps you connecting people2. Implies a distinction between it and other firms’ products.Feeling creates: Nokia is able to connect people3. Makes a simple, direct, concise, crisp and apt statementNokia – Connecting people. Simple three words.4. Makes the consumer feel a desire or needIf you want to connect with people, Nokia is your need54
55 ConclusionNowadays, good brand name and effective slogan are very important issue in advertisement. It is because the digital and internet are very common used and popular. Customers like to search the products which they want to buy via the internet. A good brand name and an effective slogan are able to plant seed into customers mind. Brand names come to mind when customers think of certain categories of consumer products.
56 ConclusionTherefore, brand name and slogan provide a bridge to connecting customers with their products information and advertisements in the internet. Moreover, advertisement brings a brand to worldwide and introduce it to various customers. Advertisement presents by local movie stars and signers, it can make the brand to be localised and well-known. In additions, advertisement creates emotional and loyalty feeling in order to build strong customer relationships.
57 ConclusionEvery advertisement should be thought of as contribution to the brand image. It follows that your advertising should consistently project the same image, year after year. Advertisement gives the products and brand an image of quality and give desired impression with customers.
58 ConclusionThe main purpose of slogan is to plant the brand message in the mind of customers. Truly great slogans are memorable, use uncomplicated words and roll off the tongue. Most of them capture at least one vital element of the brand, differentiate it from competitors and are instantly associated with the company.
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60 ReferenceKemp, E. (2009). Sony unveils first global umbrella-brand message and 3D TV plans. HAYMARKET BRAND MEDIA. Retrieved Oct 4, 2011, fromKenneth E. Clow and Donald Baack, Integrated Advertising, Promotion, and Marketing Communications, 2nd edition, Prentice Hall, 2004Krish. (2009). Umbrella Branding Benefits and Application – Sony, Virgin. Ayushveda Marketing. Retrieved Oct 4, 2011, from,Kotler, P., Ang, S.H., & Tan, C.T.(2006). Marketing Management: An Asian Perspective.Landor ( ). Cathay Pacific Airways Crafting an enduring brand. Retrieved Oct 4, 2011, fromMarketing Teacher Ltd. ( ). Sony Marketing Mix. Marketing Teacher.com. Retrieved Oct 4, 2011, fromMathur. (1995). Article Title: The effect of advertising slogan changes on the market value. Journal of Advertising Research, ISSN: , v. 35, issue 1, pp. 59 Retrieved September 28, 2011, fromMeaningless slogans that few brands carry which is far from their unique selling proposition Nokie Connecting what. (2011) Retrieved September 28, 2011, from
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64 Discussion “Have a break have a kitkat” (Kitkat) Do you think it is an effective slogan?If yes, could you please give some reasons?
65 ENGL 353 presentation 06-10-2011 ed 7.ppt AnswerIt is a simple, direct, concise, crisp and apt statementIt is a witty sloganIt makes the customers feel a desire or needIt’s rhymes are easy to remember