Transcript Intro and Branding Power point

Marketing
Diet Rite Cola
1st diet cola ever made in 1958
 Why don’t we drink it?
In 2005, coke spent $400
million on advertising
MARKETING
 Two fundamental roles:
1.
sell what is made
2. manage a business’s brand(s)
MARKETING
 Term used to describe all the activities
involved in getting goods and services
from the business to the consumer
 Includes: Research and Development
(R&D), Sales, Distribution, Advertising
and Promotion
 Without Marketing we would not know
what was available for purchasing
BRANDING
 BRANDING – the logo’s we looked at
 Brand name: a word or group of words to
distinguish its products from competitors’ products
 Be distinctive and stand out from the competitors
 Logo or Trademark: symbol associated with the
product
 Helps compete for consumer awareness
BRANDING
LOGOS
 3 possible forms
 Monogram – stylized rending of companies
initials
IBM, KFC, 3M
 Visual Symbols – pictures
Apple, Tony the Tiger, United Way, Ronald
McDonald
 Abstract Symbols – usually not memorable
Swoosh
SLOGAN
SLOGAN
 Short catchy phrase attached to company’s
name & logo
 Priceless, It’s in you to give, Obey your
thirst
 Everything associated with the product
should carry the identification
BRAND IDENTIFICATION
Same style or writing
Same package
Same colour
We should never have to
guess the brand of a
product
ASSIGNMENT
 By yourself or with a partner:
 Pick a company
 What is:
The brand
 The logo – why did they pick it, what does it represent
 The slogan – what does it mean? What ad does it remind you of?

 NEXT
 Make up the same type of company and make up your own
BRAND, LOGO and SLOGAN