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Advertising, Brand and Slogans ENGL 353 LANGUAGE AND IMAGES IN ADVERTISING.

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Presentation on theme: "Advertising, Brand and Slogans ENGL 353 LANGUAGE AND IMAGES IN ADVERTISING."— Presentation transcript:

1 Advertising, Brand and Slogans ENGL 353 LANGUAGE AND IMAGES IN ADVERTISING

2 Chan Hing Yee Chris T Hung Oi Chi Gigi T Lai Chung Him Isaac T Group Member

3 Definition – brands Brands Benefits Good brands issues Brands today, strategy and development Nokia – Connecting people Definition – slogans Effective slogans McDonald Nokia Reference Discussion Todays Agenda

4 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 competitors More than just names & symbols Represent consumers perceptions & feelings about a product & its performance Definition

5 Definition Brand – The sum of all the characteristics, tangible and intangible, that make the offer (organization) unique. Trademark - TM Legally Protected Marks Brand name: E.g. Coca-Cola Brand Trademark: Contour Bottle – with & without the word Coca-Cola, received trademarks in 1960 & 1977 respectively s s

6 Companies Benefits from brands Help differentiate product or service from competitors Enhance cross-product promotion & brand Encourages customer loyalty Retention using behavior Legal protection

7 Customers Benefits from brands Assists the identification of preferred and expected products or services Estimate the product quality level Shorten the buying consideration (sometime only) Provide psychological promise & reward

8 Easy to read, recognize & remember Creative Distinctive Meaningful Adaptable Can be registered & legally protected Elements of Good Brands Brand Building Brand Defensive

9 Good Brands & Bad Brands In Class Quiz 1 BMW Lamborghini Zevia, Truvia & PureVia G1

10 Good Brands & Bad Brands In Class Quiz 1 BMWGood LamborghiniGood Zevia, Truvia & PureViaBad G1Bad x 2

11 Pollywog Inc. (2008, December 4th), Best and Worst Brand Names of Retrieved from 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… Good Brands & Bad Brands In Class Quiz 1

12 Pollywog Inc. (2008, December 4th), Best and Worst Brand Names of Retrieved from Good Brands & Bad Brands In Class Quiz 1 G1 Simple but a weak brand name… …forgettable and easily confused with 3G… … name is reminiscent of some of Apples legacy products, the PowerPC G3, G2…

13 Good Brand Element Brand element: Meaningful Interpreted in values consumers seek E.g. OFF!® Insect Repellents Provides mosquito protection, no matter what the occasion Transferable - 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 Pacific 1993 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 color New logo – reinforces modern, international & Asian image

15 Good Brand Element Brand element: Adaptable Retain brand values E.g. Cathay Pacific New identity – Cathay Pacific. The Heart of Asia Promotion Campaign Print AD: green background & calligraphic brushstroke

16 Good Brand Element Brand element: Adaptable Retain brand values E.g. Cathay Pacific TV AD: - Features a variety of Asian drummers - Celebrates the new look & colors of Cathay Pacific TV AD - Music: Japanese composer Ryuichi Sakamoto ( ) - Connects Cathay to its home in Hong Kong - Close with a special effect of the rendering of the new brushstroke logo Campaign: - 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 … 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 2 nd ). Famous Brands Names. Retrieved from Brand Today

18 1.Single 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 Pantene A differentiated marketing approach Satisfying customers wants & needs closely with products competitive edge Ad tailor for one product only To raise corporate profile Corporate Brand Strategy TV AD Ending: highlight the relevant product range Target audience: mothers – a key market segment Message: To attract customers to seek out products from various P&G product lines Branding Strategy

19 2.Umbrella branding - All products under the same brand E.g. SONY Goal: Bolster consumer confidence in the product Sony 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: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,' Branding Strategy

20 3.Multi-brand categories – Different brands for different product categories. E.g. Campbell Soup Company Soups – Campells, Swanso Baked goods – Arnotts Juices – V8 Sauce - Prego Branding Strategy

21 4.Family of names – Different brands having a common name stem E.g. Nestle uses Nescafe, Nestea for berverages Branding Strategy

22 Video Example Nokia – Will You Marry Me

23 NOKIA – A brand name Background: Top ten mobile phone company in the world In 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' Logos By Alex in Neatorama Exclusives, Science & Tech on Feb 7, 2008AlexNeatorama ExclusivesScience & Tech companies-logos/ Video Example

24 Big brands adv Product : mobile phone Background song: Underneath your clothes by Shakira New function showing in adv: photo taken Confidence on trade mark, six mini logos and one final big logo Simple and smart adv Adv shows audience the personalities of Nokia customers Story line Background song: Underneath your clothes by Shakira Video Example

25 Target audience: English language culture Hebrew language culture (text of the cell phone) General middle class people who can afford on cell phone Video Example

26 26 Target audience: Couples, lovers, family who are staying in distance People who may have lonely experience Potential consumers who want to connecting with others Potential consumers who want to be smart and caring Potential consumers who want to be different Video Example

27 27 Logo: An image of two people almost joining hands with each other. Express a proper support and also complimented the slogan which is Nokias mission statement. Nokia Brand

28 28 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 its 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: Nokia Brand

29 29 4 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 broad Make a brand knows itself e.g. The adv shows the brand is more than a product but a way to connect people Help a brand taps into emotions e.g. The adv has story line which may happen anywhere in our real live. Nokia Brand

30 Example: Google 7-11 Ebay Good band names become social language

31 POP QUIZ: Which Brand's Slogan Was "A diamond is forever?

32 ANSWER Which Brand's Slogan Was "A diamond is forever?

33 POP QUIZ: Which Brand's Slogan Was Have it your way?

34 ANSWER Which Brand's Slogan Was Have it your way?

35 What is slogans? A brief attention-getting phrase used in advertising or promotion Help 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. Definition

36 A 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 share E.g. Apple: Think Different Short script Heres 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. Function of Slogans


38 Think 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. Function of Slogans

39 Conveys the fundamental benefits of the product or brand, not just features E.g. "Melts in your mouth not in your hands." - M&Ms Set your brand apart from your competitors E.g. "It's not just a deal, it's a Dell! - Dell Memorable, can be recalled without help E.g. "It's a Sony" - Sony Can be witty, but not to offend E.g. "iThink, Therefore iMac - Apple Computer What is Effective Slogan?

40 Not be able to be substituted E.g. The united colors of Benetton - Benetton Create a feeling of creditworthiness E.g. Easy as Dell - Dell Evoke emotion E.g. Just do it – Nike Rhyme / Accompanied by mnemonic devices E.g. Hello Moto - Motorola What is Effective Slogan?

41 The 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. MC Donalds


43 im lovin itEnglishEurope and South Korea etc simplified Chinese: ; traditional Chinese: ; pinyin: wǒ jiù xǐhuān Chinese China, Malaysia, Singapore, Taiwan, U nited States ich liebe esGerman Germany أنا أحبه (ana aħibba) as well as اكيد بحبه (akid behibuh) Arabic Egypt, Kuwait cest tout ce que jaimeFrench France venez comme vous êtes [8][9] French France MC Donalds

44 cest ça que jm FrenchQuébecIt's that which I love. (j'm = j'aime.) love ko toTaglishPhilippinesI love this. ('to = ito) me encantaSpanishArgentinaArgentina, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala,Chile ColombiaCosta Rica EcuadorEl Salvador Guatemala I love it. (lit. It enchants me.) me encanta todo eso SpanishChileI love all that. (lit. All that enchants me.) amo muito tudo isso Portugues e BrazilI love all this a lot. işte bunu seviyorum TurkishTurkeyThis is what I love. вот что я люблю RussianRussiaThat is what I love. я це люблюUkrainianUkraineI love this. man tas patīkLatvianLatviaI like it.

45 It was launched in Munich, Germany in 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. MC Donalds




49 Company slogans kept for nearly two decades Connecting people is Nokia Corporations slogan also their missions statement Effective slogan and mission statement Its rewarding to see that after nearly two decades, our mantra of connecting people still resonates so strongly Mark. (2010 June 1th). Connecting People, were flattered Mark. Retrieved from Slogan of Nokia Connecting People

50 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 companys mission along with the slogan. Nokia Connecting People

51 iphone also use it is-our-slogan/ OPP Meaningless Slogans that few Brands Carry which is far from their Unique Selling Proposition – Nokia Connecting what? their-unique-selling-proposition-nokia-connecting-what.html Slogans Challenge

52 Andrea 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 1 st ). Nokia growing steadily with the slogan Connecting People The Evolution of Tech Companies' Logos By Alex in Neatorama Exclusives, Science & Tech on Feb 7, 2008 at 5:50 am Slogan Retenetion

53 53 Nokias 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 companys 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 Gangbusters slogans-why-these-5-advertising-slogans-work-like-gangbusters html Slogan Retenetion

54 54 1. States the main benefits of the product or brand for the potential user or buyer Nokia helps you connecting people 2. Implies a distinction between it and other firms products. Feeling creates: Nokia is able to connect people 3. Makes a simple, direct, concise, crisp and apt statement Nokia – Connecting people. Simple three words. 4. Makes the consumer feel a desire or need If you want to connect with people, Nokia is your need Slogan Retenetion

55 55 Nowadays, 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. Conclusion

56 56 Therefore, 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. Conclusion

57 57 Every 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. Conclusion

58 58 The 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. Conclusion

59 1.Alex, H. P. (2008) The Evolution of Tech Companies' Logos. Retrieved September 27, 2011 from Evolution of Tech Companies' Logos 2.Blatchford, J. (2010). Proctor and Gamble – Corporate branding vs multi-branding. Manifested Marketing. Retrieved Oct 4, 2011, from, multi-branding/ multi-branding/ 3.Business Insider (2011). Retrieved Oct 4, slogan #when-it-rains-it-pours-describes-which-brand-21 slogan #when-it-rains-it-pours-describes-which-brand-21 4.Campbell Soup Company. (2010). Retrieved Oct 4, 2011, from 5.Cathay Pacific (1994). Retrieved Oct 4, 2011, from The heart of Asia. heart of Asia. 6.Chris Fill. (2005). Marketing Communication – engagement, strategies and practice, 4th edition, Prentice Hall. 7.Day, K. (2010). Famous Advertising Slogans - How to an Effective Slogan to Dominate the Market.. Retrieved Oct 4, Advertising-Slogans---How-to-Create-an-Effective-Slogan-to-Dominate-the- Market&id= Advertising-Slogans---How-to-Create-an-Effective-Slogan-to-Dominate-the- Market&id= Fernandez, J. (2009). Talking shop: Umbrella branding. Marketing Week. Retrieved Oct 4, 2011, from, 9.Foster. (2003). The best a brand can get A memorable advertising slogan can ensure the future's bright for a company, but getting it right is far from easy. Financial Times, v. 1, issue, pp Gerard J. Tellis. (2004). Effective Advertising. California : Sage Publications, Inc. Reference

60 1.Kemp, E. (2009). Sony unveils first global umbrella-brand message and 3D TV plans. HAYMARKET BRAND MEDIA. Retrieved Oct 4, 2011, from message-3D-TV-plans/ message-3D-TV-plans/ 2.Kenneth E. Clow and Donald Baack, Integrated Advertising, Promotion, and Marketing Communications, 2nd edition, Prentice Hall, Krish. (2009). Umbrella Branding Benefits and Application – Sony, Virgin. Ayushveda Marketing. Retrieved Oct 4, 2011, from, branding-benefits-and-application-sony-virgin/ branding-benefits-and-application-sony-virgin/ 4.Kotler, P., Ang, S.H., & Tan, C.T.(2006). Marketing Management: An Asian Perspective. 5.Landor ( ). Cathay Pacific Airways Crafting an enduring brand. Retrieved Oct 4, 2011, from ource=mailer&utm_medium= &utm_content=wv1&utm_campaign=GreenBrands2011&b hcp=1 ource=mailer&utm_medium= &utm_content=wv1&utm_campaign=GreenBrands2011&b hcp=1 6.Marketing Teacher Ltd. ( ). Sony Marketing Mix. Marketing Retrieved Oct 4, 2011, from 7.Mathur. (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, from 8.Meaningless slogans that few brands carry which is far from their unique selling proposition Nokie Connecting what. (2011) Retrieved September 28, 2011, from unique-selling-proposition-nokia-connecting-what.html Reference

61 1.Merriam-Webster (2011). Retrieved Oct 4, 2.Michal Lee. (2009). Famous Advertising Slogans: Why These 5 Advertising Slogans Work Like Gangbusters. Retrieved September 28, 2011, from slogans-why-these-5-advertising-slogans-work-like-gangbusters html 3.Mooney, P. (2008, June 3). The contour bottle's 3D trademark. Blog posted to bot.html bot.html Brand Equity. Retrieved Oct 4, 2011, from 5.Nokia growing steadily with the slogan Connecting People (2011). Retrieved September 27, 2011, from slogan-connecting-people/ slogan-connecting-people/ 6.Nokia Logo (2001) Design Elements of Nokia Logo. Retrieved September 27, 2011, from 7.Pandey, K. (2011). Good Popular Slogans. Retrieved Oct 4, Reference

62 1.Pollywog Inc. (2008), Best and Worst Brand Names of Retrieved September 27, 2011 from 2.RealNames: Panasonic integrates internet keywords to brand products online; Thousands of RealNames' Internet keywords to become important component of Panasonic's marketing and advertising efforts. (2000). M2 Presswire, Date: Rogers. (2003). McDonald's packaging in 'I'm Lovin' It' revamp. Marketing. v. 1, issue, pp Schmitt, B., Simonson A., (1997). Cathay Pacific Airways: the heart of Asia. Marketing aesthetics: the strategic management of brands, identity, and image., p.10. New York: The free Press. Retrieved Oct 4, 2011, from cathy+pacific+%2B+brushstroke&source=bl&ots=aFZL-1Jr6j&sig=pp6MOBKB- rDwEIsVJbGZVsw-fq4&hl=zh-TW&ei=YlyMToSZD- eRiQfko7XNAw&sa=X&oi=book_result&ct=result&resnum=5&ved=0CFIQ6AEwB A#v=onepage&q&f=false cathy+pacific+%2B+brushstroke&source=bl&ots=aFZL-1Jr6j&sig=pp6MOBKB- rDwEIsVJbGZVsw-fq4&hl=zh-TW&ei=YlyMToSZD- eRiQfko7XNAw&sa=X&oi=book_result&ct=result&resnum=5&ved=0CFIQ6AEwB A#v=onepage&q&f=false 5.Sony Corporation. (2011). Retrieved Oct 4, 2011, from,

63 1.The Coca-Cola Company (2010). Coca-Cola bottles The history of our iconic bottle. Retrieved Oct 4, 2011, from bottles-history.htm bottles-history.htm 2.The Coca-Cola Company ( ). History of Bottling. Retrieved Oct 4, 2011, from 3.The Coca-Cola Company. (2006). Trademark Chronology. Coke Lore, Retrieved Oct 4, 2011, from gy.pdfhttp://www.thecoca- gy.pdf 4.Thadani, Rahul. (2010). Famous Brands Names. Retrieved September 27, 2011 from 5.Viticci, Federico. (2010). Nokia: Connecting People is our slogan. Retrieved September 10, 2010, from people-is-our-slogan/ people-is-our-slogan/ (2009). Create Effective Advertising Slogans. Retrieved Oct 4, Create-Sales.html Create-Sales.html 7.XinQ, W. (2007) Logos and their meaning. Message posted to

64 Have a break have a kitkat (Kitkat) Do you think it is an effective slogan? If yes, could you please give some reasons? Discussion

65 –It is a simple, direct, concise, crisp and apt statement –It is a witty slogan –It makes the customers feel a desire or need –Its rhymes are easy to remember Answer

66 The End Thank you!

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