1. Brand Names, Logos, Trademarks & Slogans

2. Brand Names
A word or words used to identify a specific product or service
Example:
Kraft Dinner
Pepsi
Big Mac
Kleenex

3. The World’s Most Valuable Brands
Forbes Magazine - Most Valuable Brands 2013

4. LOGO
A design, symbol or picture that associates a corporation with its product or service
Example:
Golden Arches
McDonalds
Apple
Apple Inc.
NOTE – in fall 2013 – Apple Inc. became the MOST recognized logo in the world (taking over for long time champion Coca-Cola)

5. TRADEMARK
A legally defined logo or distinctive type of lettering that is used to identify a product or firm
The trademark is registered with the government and protected for the sole use of the registrar

6. SLOGAN
A series of catchy, easy-to-remember words that are used to identify and promote a product
Examples
‘Taste the rainbow’
Skittles
Taste of a New Generation
Pepsi
Just do it!
Nike

7. Name That Slogan… “Melts in your mouth, not in your hand” M&M’s
“A diamond is forever”
De Beers
“Don’t leave home without it”
American Express
“Share moments, share life”
Kodak
Finger lickin’ good
KFC

8. Requirements of a good brand name
Create a positive image of the product or service in the consumer’s mind
Simple, short, unique
Easy to remember
Catchy
ASK CLASS – can you think of any brand names you really like that match these criteria?

9. Brand Names: Trivia Schneider’s named for founder J.M. Schneider
Listerine named for Joseph Lister
Revlon names for owner Charles Revson as was his cologne “Charlie”
Nyquil came from Night Tranquil
WALMART – Sam Walton (Founder)

10. Translation Problems
Chevy Nova sold poorly in Spanish speaking countries. “No va”
translates to “it doesn’t go”
Standard Oil  S.O.  ESSO did poorly in Japan, translation is “stalled car”
Coke in Chinese characters translated to “bite the wax tadpole” They changed it when reintroduced in the 80’s to mean “happiness in the mouth”

11. Translation Problems
Pepsi also had problems with its slogan “Come Alive with Pepsi”. In some parts of Asia it translated into “Pepsi brings your ancestors back from the dead”
Translation problems also occur when products are brought into Canada, would you buy a chocolate bar called “ZIT”?

12. Brand Classification Name of the Maker Geographical Names
Kraft Margarine
B.F. Goodrich Tires
Geographical Names
Corning Ware
Champagne
Historical Names
Laura Secord
John Hancock Insurance
Name Indication Quality
Royal Doulton
Regal Shoes
Family Names
Ford Motor Company
Schneiders
WalMart
Names Suggesting Use
Hide-a-Bed Sofa
Presto Coffee Maker
Lazy boy

13. Brand Classification conti.
Words derived from a business Name
Sun Oil Company  Esso
Steel Co. of Canada  Stelco
Northern Telecom  Nortel
Letter/Numbers
NCR Company
IBM
Mis-Spelled Words
Kool-Aid
Toys R Us