what is a brand

WhatisaBrand?

AndwhyshouldIcare?

WhatisaBrand?

•  Abrandisasymbolicembodimentofalltheinformationconnectedtoacompany,productorservice.

WhatisaBrand?

• Well,whattheheckdoesthatmean?

WhatisaBrand?

•  Itmeans,thebrandisrepresenting.•  Itstandsoutthereintheworldandsays“hey,thisisus,wedogoodstuff”

Abrandisthe

nucleusofsales&

marketingactivities

Whichgeneratesincreasedawarenessandloyalty

whenmanaged

strategically.

WhatisaBrand?

•  Abrandservestocreateassociationsandexpectationsamongproductsmadebyaproducer.

WhatisaBrand?

•  OK……whatdoesthatmean?

WhenyouseeaTimHorton’sLogo,whatdoyouthinkof?

Coffee?Smiles?

FastService?

Donuts?

Food?

WhenyouseeaShellLogo,whatdoyouthinkof?

Gas?Food?

Snacks?

Help?

Ihavenomoneyforgas?

WhatisaBrand?

•  BothTimHorton’s&ShellhavepromotedtheseServices/Products….(exceptthehi‐gaspart)

•  Theybothhaveappliedtheirlogotothepromotions.THAT’STHEBRANDINGPART.

•  Theassociationofservices/productsandwhoprovidesthoseservices/productsisthereforelinkedtogether.

•  Abrandoftenincludesanexplicitlogo,fonts,colorschemes,symbolsandsoundwhichmaybedevelopedtorepresentimplicitvalues,ideas,andevenpersonality.

WhatisaBrand?

Thekeyobjectiveistocreatearelationshipoftrust.

BrandLoyaltyisbuiltontrust.

Assignment1–FindaBrandTaketherestoftheclassandsearchoutabrand–examplesare–Ford,Coke,Nike‐Usea

popularone.

Researchthebrandandlearnaboutitshistory,(includepics,movies,logodevelopment,–ifyoucan).

Submitabriefreportonwhatyoufound(2pagesdoublespacedisperfect).

YOUMUSTHAVETHEANSWERSTOTHEBELOWQUESTIONSINTHEREPORT…1.  Whoiscompany/corporation.2.  Whatproducts/servicesdotheyoffer.3.  WhatdoYOUthinkabouttheirlogo–becritical,anddon’tjustsay“itsucks”…

rationalizeyourreasons.4.  Doesthecompany/corporationapplytheirlogotoeverythingtheyproduce?

Whyorwhynot?5.  Whatwordsorimagespopintoyourheadwhenyouseetheirlogos?Why?

ReportsareduebySunday21statMidnight.

PleasesubmitallworktotheCC‐MEDIAsever‐yourfolder,mm504,assignmentname,yourname.

ThankYou!