Download - What is a Brand
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WhatisaBrand?
AndwhyshouldIcare?
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WhatisaBrand?
• Abrandisasymbolicembodimentofalltheinformationconnectedtoacompany,productorservice.
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WhatisaBrand?
• Well,whattheheckdoesthatmean?
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WhatisaBrand?
• Itmeans,thebrandisrepresenting.• Itstandsoutthereintheworldandsays“hey,thisisus,wedogoodstuff”
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Abrandisthe
nucleusofsales&
marketingactivities
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Whichgeneratesincreasedawarenessandloyalty
whenmanaged
strategically.
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WhatisaBrand?
• Abrandservestocreateassociationsandexpectationsamongproductsmadebyaproducer.
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WhatisaBrand?
• OK……whatdoesthatmean?
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WhenyouseeaTimHorton’sLogo,whatdoyouthinkof?
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Coffee?Smiles?
FastService?
Donuts?
Food?
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WhenyouseeaShellLogo,whatdoyouthinkof?
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Gas?Food?
Snacks?
Help?
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Ihavenomoneyforgas?
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WhatisaBrand?
• BothTimHorton’s&ShellhavepromotedtheseServices/Products….(exceptthehi‐gaspart)
• Theybothhaveappliedtheirlogotothepromotions.THAT’STHEBRANDINGPART.
• Theassociationofservices/productsandwhoprovidesthoseservices/productsisthereforelinkedtogether.
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• Abrandoftenincludesanexplicitlogo,fonts,colorschemes,symbolsandsoundwhichmaybedevelopedtorepresentimplicitvalues,ideas,andevenpersonality.
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WhatisaBrand?
Thekeyobjectiveistocreatearelationshipoftrust.
BrandLoyaltyisbuiltontrust.
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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!