BRANDING

BRAND NAME LOGO

SLOGAN

BBI1O1

Branding

1. Brand Name Definition: A word or group of words that a

business uses to distinguish its competitors’ products

Branding

The Brand Name is the most important part of a product’s or company’s image because it is how the company is identified

  Brand names should be distinctive

and stand out

3 Types of Brands:

1. Some brand names say something about the product:

i.      Ivory Soap (says the soap is pure and white)

ii.      Taster’s Choice (signifies quality) iii.      Drano (indicates the product is

for drains)

3 Types of Brands:

2. Some brand names are associated with real or imaginary people

i.      Laura Secord ii.      Miss Vicki iii.      Mrs. Fields iv.      Aunt Jemima

3 Types of Brands:

3. Some brand names say nothing about the product at all

i.Peter Pan Peanut Butter ii. Lever 2000

Branding Keep in mind the following tips… Short and simple Easy to spell and read Easy to recognize and remember Distinctive Easy to pronounce Can be pronounced in all languages (for

international markets) Adaptable to packaging and labeling needs Not offensive, obscene or negative Timeless Legally available for use

A Logo

Definition: A special symbol that is associated with the product

3 Forms of Logos:

1. Monogram: a stylized writing of the company’s initials

a.      IBM b.     KFC

2. Visual Symbols: drawings of people, animals, or things

a.      Tony the Tiger b.     Toucan Sam

3 Forms of Logos

3. Abstract symbols: shapes that are not representative of actual things Nike Swoosh

A Logo

Keep in mind the following tips… Simple is often better Be clear and functional Use colours and structure to communicate

your message Try to illustrate a company benefit, feature

or characteristic Avoid ‘trendy’ looks Be unique

A Slogan

Definition: A short, catchy phrase that is often attached to the company’s name and logo

5 Types of Slogans

1.Play on WordsBlue Jay Fever: Catch It!2. Explanation of what the product

doesNyquil: I need a ‘sniffling, sneezing,

coughing, aching, stuffy head fever so-you-can-rest’ medicine

5 Types of Slogans

3. Description of the productDuracell: The copper-top battery4. Benefit of the productIvory Soap: 99 and 44/100 percent pure5. Something about the companya. Dofasco: Our product is steel, our

strength is people