Logos

Building strong brands – 3 key requirements

• 1 trust between brand and consumer

• 2 common identity between brand and consumer

• 3 point of difference between brand in a set

Brand – Personification

• A brand is the personification of a product, service, or even entire company. Like a person, a brand has a physical body. Like a person a brand must mature and change its product overtime. But its character and core beliefs shouldn't change.

Product and Brands

• A product is something that is made in a factory; a brand is something that is made up of trust and relationships. A product is an object; a brand is a personality. A product is sold by a merchant; a brand is brought by a consumer. A product can be easily copied by a competitor; a brand is unique.

Thornton's chocolate

Thorntons

• Thorntons is a British chocolate company established by Joseph William Thornton in 1911. Thorntons today is a £180 million turnover company with nearly 400 shops and cafes and around 200 franchises together with internet, mail order and commercial services. Since the takeover of Cadburys by US company Kraft, Thorntons is now the largest, independent chocolate and confectionery company in the United Kingdom.

• A) Created in 1911• B) From opening his first shop in 1911 to an

£180 million turnover company today.• C) The brand meaning is to advertise its

chocolate by making the logo and its colour identical to the chocolate itself.

• D) the logo has two different slogans: "Chocolate Heaven Since 1911"

• "The Art of The Chocolatier"

• E)

Cadburys is in the same market as Thorntons and both

logo’s use a light brown with a dark brown colour to represent chocolate with white text as well.

F) Thorntons also sell Easter eggs, cakes, flowers and a huge amount of customers to please: for kids, for diabetics, for him, for her, for weddings and for sweet lovers.

• G) Thorntons advertises itself by the internet, television, shops and on its own products.

• H) no• I) the meaning of it – its logo and name are

the same around the world.