BrandingLogos, Slogans, and Brand Strategies

Did you know?The Haagen Dazs name is made

up of two completely fabricated words!

Created to convey a foreign feelCreated to give the sense of a

premium qualityIt’s actually made in the US.

Product-Dominant Names

Marketers use product-dominant names to try to connect product with positive attributes

ZEST soap (zesty wake up shower)Kodiak boots (grizzly bear – strong,

outdoors feel)Luv’s diapers (cute, love…implies

love for the baby)

Honda Accura (stems from the word Accuracy)

LogosIs the accepted generic term for

all of the symbolic ways to create a brand.

3 Different Forms of Logos

1. Monogrammatic – stylized writing of the company or product’s initials, or a combination of initials and numbers

(Canadian Cycle and Motor Company)

Did you know?Products with the CCM logo sell better than products that say Canadian Cycle and Motor Company on them!

3 Different Forms of Logos, cont’d

2. Visual Symbols– line drawings of people, animals, or objects.

(Roots Canada)

Did you know?Logos that use visual symbols communicate a feature of the company’s products or history?

Greek Goddess of Victory: Inspiration for what company name and logo?

3 Different Forms of Logos, cont’d

3. Abstract Symbols– shapes that carry a visual message but are not representative of identifiable objects.

Convey vague product associations (high tech, flight).

(NIKE)

Did you know?The Nike swoosh is one of the best known examples of an abstract logo that is easily recognizable on all of the company’s products.

SlogansIs a short, catchy phrase that is

always attached to the company’s name and logo

What’s the Slogan?Harvey’s makes a hamburger, a beautiful thing!

Harvey’s makes a hamburger, a beautiful thing!

It’s catchy, memorable, and tells the customer what it does

it carries a positive message (makes, beautiful)

Going International

KFC – Kentucky Fried Chicken

Translation in Chinese:

“Eat your fingers off”

Capitalizing on Success

A company uses it’s established brand to create a similar product that capitalizes on the older brand’s success

Brand Extensions

Brand Extension – the plus!The brand already has already

gained consumer confidence …if consumers regard Humpty

Dumpty as a manufacturer of good-tasting salty snack, then that brand positioning will carry over into another salty snack that Humpty Dumpty makes.

Co-BrandingPartnering with a non-competing

companyRetailers are restricted from setting up a bank. Therefore, WalMart teams up with TD. Tim’s is very successful – WM. Teams up with them too. Added success.

So Why Brand?to build loyaltyto convey the image of the

productretain customer’s loyaltyto gain a position in the marketto aid advertisingto aid promotionText p. 731