Brands, Logos and Slogans

1. Brands, Logos and Slogans ENG3C BUSINESS PORTFOLIO

2. Branding your Product • Marketers create brands to distinguish their products from the competition • A Brand: Every feature used to make up a product’s image. • Brand names • Logos • Slogans

3. Two Types of Brands • Corporate-Dominant: The manufacturing company uses its name in the brand name Examples: • NikeShox • Kellogg’s Corn Flakes 2. Product-Dominant: The product has a unique name, apart from its manufacturer, that marketers use to create a positive image. Examples: • Head and Shoulders shampoo • Dove body wash

4. Private Label Brands Brands that are created for a specific retailer. Examples: • Canadian Tire has Motomaster • Shoppers Drugmart has Life

5. GUESS THE LOGO

9. Logos Logo: A logo is the term for all of the symbolic ways to create a brand. These include trademarks, brand marks, and corporate symbols. Examples:

10. What Makes a Good Logo? Three rules to follow: • Unique – not like other logos • Identifiable – is clear enough to be recognized as a logo • Meaningful – has relevance to the company or product being represented

11. Slogans • Slogan: A short, catchy phrase that is usually attached to the company’s name and logo. • Five rules for a good slogan: • Is 7 words or less • States the brand name • Tells the consumer what the company does • Is catchy • Carries a positive message

12. Harvey’s had the perfect slogan: “Harvey’s – Long live the grill.”

13. Miss Sousa • Student teacher (my business) • HELP (my brand) • Because I HELP students learn and I need HELP to learn how to be the best teacher • Logo • Me as a student teacher • HELP me HELP you (my slogan)

14. Mission Statement

15. What is a Mission Statement? • Is a summary of the aims and values of a company, organization, or individual to their consumers. • In other words, it is a promise from the company to the customer

16. Consider and Think • Think of a mission statement as a cross between a slogan and an executive summary • It should tell your company story and ideals in less than 30 seconds (often much shorter even) • Answer: Who are you? Why do you exist? Who do you serve? What’s your purpose?

17. Lets Play Whose Mission IS it?

18. “A PC on every work desk and in every home”

19. “Our mission is to be the first choice for Canadians in automotive, leisure, and home products, providing total customer value.”

20. “To deliver superior quality products and services for our customers and communities through leadership, innovation and partnerships. Our vision is to be the quality leader in everything we do.”

21. "To produce high-quality, low cost, easy to use products that incorporate high technology for the individual. We are proving that high technology does not have to be intimidating for non-computer experts."

22. “ ______ strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.”

23. Miss Sousa’s Mission Statement “As a student teacher I will do my absolute best to HELP students learn each and everyday. I will also take any suggestions from both teachers and students on how to become a better and effective teacher”

24. Memorandumsaka. Memos

25. Memorandums • Are used to mention, call to mind, recount, relate.

26. Memo Format • Date: • To: • From: • Subject: • Paragraph 1 (Overview): • The purpose of a memo is to inform readers of a specific topic within a business. • The first paragraph gives the reader some background information on your topic. • For the first memo you are going to start by telling me why you are writing the memo. • Paragraph 2: • This paragraph will provide your reader with more details. • Paragraph 3: The last paragraph will be used to provide a conclusion and for further action for the memo topic.

27. Miss Sousa’s Memo • Date: Thursday November 22, 2012 • To: ENG3C STUDENTS • From: HELP  • Subject: For tomorrow (Friday November 23rd, 2012) ENG3C Students, tomorrow we will be working in computer LAB 1400. Tomorrow you will have the opportunity to use that time to create a good copy of your mission statement and to create a job posting. If you complete this before the end of the class you can use the rest of the time to complete any other components of the Business portfolio that still have to be completed (such as your company name, logo, and slogan). I hope that you will all use that time wisely to complete these assignments! Next week we will cover advertisements, you then have the opportunity to create an advertisement and oral presentations will begin on Thursday November 29th! See you in class tomorrow, Miss Sousa

28. Job Postings

29. Characteristics of a Job Posting • A job posting should include: • Description of the job • What skills and experiences are required for the job • How many hours are applicants expected to work? • Salary • Where applicants can forward their resume

30. Miss Sousa’s Job Posting (rough copy) • Description of the job: ENG3C students are creating a business portfolio to hand-in and will present their advertisement to their peers for orally. • What skills and experiences are required for the job In order to do well on this assignment students must include (in their business portfolio): • A company name • A brand • A logo • A slogan • A mission statement • A memo • A job posting • A advertisement • How many hours are applicants expected to work? Students are expected to use class and computer lab time effectively in order to get work done, and if need be students must continue to work on the assignments during MSIP or for homework • Salary All depends how much effort you put into the assignment! ALL students can do well • Where applicants can forward their resume Students will submit their business portfolios to Miss Sousa once they have presented their advertisement to the class!

31. Job Posting Are you looking to do really well in the next unit in ENG3C? Well here is your chance. ENG3C student are expected to complete a business portfolio to hand-in and will present their advertisement to their peers for orally. In order to do well on this assignment students must include (in their business portfolio): • A company name • A brand • A logo • A slogan • A mission statement • A memo • A job posting • A advertisement Students are expected to use class and computer lab time effectively in order to get work done, and if need be students must continue to work on the assignments during MSIP or for homework Salary all depends how much effort you put into the assignment! ALL students can do well Students will submit their business portfolios to Miss Sousa once they have presented their advertisement to the class!

32. Goals of Advertising

33. 1. Getting Attention • One short-term goal and objective in advertising is getting people's attention. • Use highly readable print in your ads. • Color, diagrams and pictures can also attract the attention of users, particularly if they are highly relevant. • One of the best ways to attract attention in print advertising is to use a strong headline. Make a statement that attracts the right type of reader, and include at least one benefit in the heading to pull the reader into the ad • Use sounds and jingles to attract attention in your radio and television ads.

34. 2. Prompting Immediate Action • Your print and other types of advertising must also prompt people to act immediately. • Include a coupon in your ad to get people to try your product at the store. Include a deadline on your coupon so people know the offer is only good for a short time period. • Offer a free trial of your product, or provide something free along with the product. • Offer multiple products for the price of one. Another strategy is to state that you have a limited supply of products available.

35. 3. Replacing Lost Customers • Small companies use advertising to replace lost customers. Your customers may switch brands, move away, or die, which is why advertising on a continuous basis is imperative. • Look for new ways to advertise, including social media sites like Twitter and Facebook.

36. 4. Building Sales and Profits • The key to building sales and profits is to gradually increase your advertising over time. Many small companies budget their advertising by allocating a certain percentage of sales toward it

37. 5. Building Brand Awareness • Small companies also advertise to build brand awareness, which is when people know a particular brand is yours. Brand awareness is usually calculated as a percentage. • For example, if 1,000 people out of 10,000 in a market can identify your brand, your brand awareness is 10 percent. • Your primary objective in building brand awareness is to make people think of your brand first when they are ready to purchase.

38. What to include in your Advertisement • Use clear fonts • Positive and bight primary colours • Positive pictures • “Limited time offer” coupons • Consider using twitter, facebook, brochures, flyers, an ad in a magazine • Think: What can I include in my advertisement to make people remember my company and my product?

39. Miss Sousa’s Advertisement