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Branding – What’s the Message?

Branding – What’s the Message?. Overview. Branding : burning an image into the consumer’s mind. Logos and Images Slogans Mascots Spokespeople – endorsements Voices Strategic Partnerships Use of special guest appearances. General Rules for a Successful Logo. It is usually:

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Branding – What’s the Message?

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  1. Branding – What’s the Message?

  2. Overview • Branding: burning an image into the consumer’s mind. • Logos and Images • Slogans • Mascots • Spokespeople – endorsements • Voices • Strategic Partnerships • Use of special guest appearances

  3. General Rules for a Successful Logo • It is usually: • very simple in design (simple drawing or symbol is used) • easy to understand, even at a distance • one or two colors • presented in a simple way and is easy to read

  4. LogoDesignGuru.com • Symbol that represents a product or company. • Can benefit the company. • Represents a company's personality and worth.   • Its uniqueness provides a great advantage to your product if it is recognizable (vs. competition) • Pepsi logo no longer needs to be accompanied by its name; the symbol says it all.

  5. Logo Quiz

  6. More…

  7. Other Logos • Can you name some other recognizable logos? • Why are some easier to remember than others?

  8. Slogans or Taglines • When a brand’s advertising is: • Changed (America Runs on Dunkin) • Undergoes new thinking (I’m Lovin It) • Introducing new products or services (Moving Forward)

  9. Slogans Quiz 7 • Betcha can't eat just one • An American Revolution • Drivers wanted • Breakfast of champions • Born from jets • Just Do It • Ultimate Driving Machine

  10. More Slogans • Can you name other slogans? • Why are some so easy to remember?

  11. Mascots 5 • Why do some organizations have a mascot? • Advantages and disadvantages • Does HHS? • If you could change Hingham – what would it be and why? • Other schools and their meaning? Is it related to their identities? Brockton Boxers?

  12. Halftime • Best wishes for a wonderful day for all of you at HHS.

  13. Corporate Mascots

  14. More Mascots

  15. Other Mascots • Can you name other mascots used by companies or organizations? • Are they effective? Why or why not?

  16. Spokespeople/Endorsements • Why do businesses or organizations enlist individuals to serve as “official spokesperson” for them? • Create a positive association • Curt Schilling – Ford Motor Corp. (What words would you use to describe Schilling?) • Pepsi - Reggie Bush and Jeff Gordon • Revlon – Halle Berry • Michael Vick - Nike & Coca Cola (need to disassociate) • Can you name any others?

  17. Just think – if you lived here you’d be home right now.

  18. Voices • What’s the impact of specific voices on commercials? • Gene Hackman – Delta Airlines & Lowes • James Earl Jones – Verizon • Kate Walsh – Cadillac • Can you name any others where you know the voice, never see the person and they’re not named?

  19. Strategic Partnerships • Pepsi & NFL • Dunkin Donuts and NE Patriots • McDonalds and Disney • Nike and Apple here • Any local ones? Potential ones? Why? • Need to disassociate? (Ford and Firestone Tires)

  20. Special Guest Appearances • Who’s seen a famous person (musician, celebrity, athlete) somewhere and remember the person and location? • The location becomes part of the experience. • Who would you have suggested for the Grand Opening of Barnes and Nobles at Derby St. Shoppes? Why?

  21. Conclusion • Importance of building a brand identity. • Connecting, associating, communicating a message – a way of life – to an audience. • What is branding and why is branding important?

  22. Small Group Activity 20 minutes: Each group will create a “brand” for two local businesses by choosing a spokesperson/mascot, slogan and logo for: • Either Crowe Point Pizza or Atlantic Bagel AND a local business of your choice Be prepared to describe your decisions and specifically what message you’re sending to your audience. (Hint – start with your message first)

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