Brand Names, Logos, Trademarks & Slogans. Brand Names A word or words used to identify a specific...

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Brand Names, Brand Names, Logos, Trademarks Logos, Trademarks & Slogans & Slogans

Transcript of Brand Names, Logos, Trademarks & Slogans. Brand Names A word or words used to identify a specific...

Page 1: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Brand Names, Logos, Brand Names, Logos, Trademarks & SlogansTrademarks & Slogans

Page 2: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Brand NamesBrand Names

A word or words used A word or words used to identify a specific to identify a specific product or serviceproduct or service

Example: Example: – Kraft DinnerKraft Dinner– PepsiPepsi– Big MacBig Mac– KleenexKleenex

Page 3: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

The World’s Most Valuable BrandsThe World’s Most Valuable Brands

Forbes Magazine - Most Valuable Brands 2013

Page 4: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

LOGOLOGO

A design, symbol or A design, symbol or picture that associates a picture that associates a corporation with its corporation with its product or serviceproduct or service

Example:Example:– Golden Arches Golden Arches

McDonaldsMcDonalds

– Apple Apple Apple Inc.Apple Inc.

Page 5: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

TRADEMARKTRADEMARK

A legally defined logo or distinctive A legally defined logo or distinctive type of lettering that is used to type of lettering that is used to identify a product or firmidentify a product or firm

The trademark is registered with the The trademark is registered with the government and protected for the government and protected for the sole use of the registrarsole use of the registrar

Page 6: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

SLOGANSLOGAN

A series of catchy, easy-to-remember A series of catchy, easy-to-remember words that are used to identify and words that are used to identify and promote a productpromote a product

ExamplesExamples– ‘‘Taste the rainbow’Taste the rainbow’

SkittlesSkittles

– Taste of a New GenerationTaste of a New GenerationPepsiPepsi

– Just do it!Just do it!NikeNike

Page 7: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Name That Slogan…Name That Slogan… ““Melts in your mouth, not in your hand” Melts in your mouth, not in your hand”

– M&M’sM&M’s ““A diamond is forever”A diamond is forever”

– De BeersDe Beers ““Don’t leave home without it”Don’t leave home without it”

– American ExpressAmerican Express ““Share moments, share life”Share moments, share life”

– KodakKodak Finger lickin’ goodFinger lickin’ good

– KFCKFC

Page 8: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Requirements of a good brand nameRequirements of a good brand name

Create a positive image of the Create a positive image of the product or service in the consumer’s product or service in the consumer’s mindmind

Simple, short, uniqueSimple, short, unique

Easy to rememberEasy to remember

CatchyCatchy

Page 9: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Brand Names: TriviaBrand Names: Trivia

Schneider’sSchneider’s named for founder J.M. named for founder J.M. SchneiderSchneider

ListerineListerine named for Joseph Lister named for Joseph Lister

RevlonRevlon names for owner Charles Revson names for owner Charles Revson as was his cologne “Charlie”as was his cologne “Charlie”

NyquilNyquil came from came from NiNight Tranght Tranquilquil

Page 10: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Translation ProblemsTranslation Problems

Chevy Nova sold poorly in Spanish Chevy Nova sold poorly in Spanish speaking countries. “No va” speaking countries. “No va” translates to “it doesn’t go”translates to “it doesn’t go”

Standard Oil Standard Oil S.O. S.O. ESSO did poorly in ESSO did poorly in Japan, translation is “stalled car”Japan, translation is “stalled car”

Coke in Chinese characters translated to Coke in Chinese characters translated to “bite the wax tadpole” They changed it “bite the wax tadpole” They changed it when reintroduced in the 80’s to mean when reintroduced in the 80’s to mean “happiness in the mouth”“happiness in the mouth”

Page 11: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Translation ProblemsTranslation Problems

Pepsi also had problems with its slogan “Come Alive with Pepsi”. In some parts of Asia it translated into “Pepsi brings your ancestors back from the dead”

Translation problems also occur when products are brought into Canada, would you buy a chocolate bar called “ZIT”?

Page 12: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Brand ClassificationBrand Classification

Name of the MakerName of the Maker– Kraft MargarineKraft Margarine– B.F. Goodrich TiresB.F. Goodrich Tires

Geographical Geographical NamesNames– Corning WareCorning Ware– ChampagneChampagne

Historical NamesHistorical Names– Laura SecordLaura Secord– John Hancock John Hancock

InsuranceInsurance

Name Indication QualityName Indication Quality– Royal DoultonRoyal Doulton– Regal ShoesRegal Shoes

Family NamesFamily Names– Ford Motor CompanyFord Motor Company– SchneidersSchneiders– WalMartWalMart

Names Suggesting UseNames Suggesting Use– Hide-a-Bed SofaHide-a-Bed Sofa– Presto Coffee MakerPresto Coffee Maker– Lazy boyLazy boy

Page 13: Brand Names, Logos, Trademarks & Slogans. Brand Names  A word or words used to identify a specific product or service  Example: –Kraft Dinner –Pepsi.

Brand Classification conti.Brand Classification conti.

Words derived from a business Name– Sun Oil Company Esso– Steel Co. of Canada Stelco– Northern Telecom Nortel

Letter/Numbers– NCR Company– IBM

Mis-Spelled Words– Kool-Aid– Toys R Us