Brand Recall. Category - Recall Chewing Gum Chewing Gum Laser Printer Laser Printer Photo Film Photo...

Brand Brand RecallRecall

Category - RecallCategory - Recall

Chewing GumChewing Gum Laser PrinterLaser Printer Photo FilmPhoto Film JeansJeans DetergentDetergent

Wrigley’sWrigley’s HPHP KodakKodak LeviLevi Surf / NirmaSurf / Nirma


Toilet SoapToilet SoapLuxury SoapLuxury SoapTooth PasteTooth PasteRazorRazorBatteriesBatteries

Lux Lux DoveDoveColgateColgateGilletteGilletteEvereadyEveready

Brand / Brand / ImageImage

Image - RecallImage - Recall

Refreshing - ColaRefreshing - Cola Youth - ColaYouth - Cola Beauty SoapBeauty Soap Freshness SoapFreshness Soap AntisepticAntiseptic

Coke Coke PepsiPepsi LuxLux LiralLiral DettolDettol


Cooling FridgeCooling Fridge Fast Food Fast Food PizzaPizza Fresh Breath Fresh Breath Sports ShoesSports Shoes Chocolate Chocolate

GodrejGodrej McDonaldsMcDonalds DominosDominos Close UpClose Up NikeNike CadburysCadburys

Core Core Identity of Identity of Brand & Brand & ImageImage

Image / Brand IdentityImage / Brand Identity

Cowboy Image – Cowboy Image – MarlboroMarlboro The Real Thing – The Real Thing – CokeCoke The Beauty Soap of Film The Beauty Soap of Film

Stars – Stars – LuxLux

Image / Brand Image / Brand IdentityIdentity

Utterly Butterly – Utterly Butterly –

Amul ButterAmul Butter The Complete Man – The Complete Man –

RaymondsRaymonds Gattu - Gattu -

Asian PaintsAsian Paints

Image / Brand IdentityImage / Brand Identity

Doodh ki Safedi – Doodh ki Safedi –

NirmaNirma Chutki me Chipke – Chutki me Chipke –

FevikwikFevikwik Yeh Dil Mange More - Yeh Dil Mange More -

PepsiPepsi

Image / Brand Image / Brand IdentityIdentity

Have a Break – Have a Break –

Kit KatKit Kat Asli swaad zindagi kaAsli swaad zindagi ka

CadburysCadburys Thanda Matlab - Thanda Matlab -

CokeCoke

Coca - Cola Coca - Cola Over The Over The

YearsYears

Coke Slogans …Coke Slogans …

1886 – Drink Coca Cola1886 – Drink Coca Cola 1904 – Delicious & Refreshing1904 – Delicious & Refreshing 1938 – The Best Friend Thirst 1938 – The Best Friend Thirst

Ever HadEver Had 1948 – Where There’s Coke 1948 – Where There’s Coke

There is HospatilityThere is Hospatility


1952 – What You Want is a Coke1952 – What You Want is a Coke 1958 – The Cold, Crisp Taste of 1958 – The Cold, Crisp Taste of

CokeCoke 1963 – Things Go Better With 1963 – Things Go Better With

Coke Coke 1970 – The Real Thing 1970 – The Real Thing


1979 – Have a Coke & Smile1979 – Have a Coke & Smile 1982 – Coke Is It !!1982 – Coke Is It !! 1987 – You Can’t Beat The Real 1987 – You Can’t Beat The Real

Thing Thing 1993 – Always Coca Cola 1993 – Always Coca Cola

Some Some FailuresFailures

The Failures …The Failures …

Hallmark Cards in France –Hallmark Cards in France –

The French prefer to write their The French prefer to write their CardsCards

Tang Orange Juice, in France –Tang Orange Juice, in France –

French hardly drink orange French hardly drink orange juice for breakfastjuice for breakfast

The Failures …The Failures … Kellogg’s Cornflakes, India – Kellogg’s Cornflakes, India –

positioned as ‘healthy breakfast –positioned as ‘healthy breakfast – Did not fit the Indian breakfast habitDid not fit the Indian breakfast habit Kellogg’s Tarts, Britain – Kellogg’s Tarts, Britain – too sweet for British taste too sweet for British taste General Foods’ packaged cake mix, General Foods’ packaged cake mix,

Japan –Japan – Very few Japanese homes have ovensVery few Japanese homes have ovens

The Failures …The Failures …

KFC, India – un-skinned & KFC, India – un-skinned & fried chicken –fried chicken –

Indians prefer skinned chicken Indians prefer skinned chicken marinated with spicesmarinated with spices

Some Some AdaptionsAdaptions

The Adaptions …The Adaptions …

Philips hand electric shavers in Philips hand electric shavers in Japan – Japan –

Did not fit the palm of the Did not fit the palm of the Japanese. Japanese. Adapt to a smaller sizeAdapt to a smaller size


A yellow cologne in Africa – A yellow cologne in Africa – it was perceived to be similar it was perceived to be similar

to animal urine. to animal urine.

Adapt to a green color. Adapt to a green color.


General Foods, Instant General Foods, Instant Maxwell coffee in red cans in Maxwell coffee in red cans in Japan - Japan -

Red colour signifies ‘fire’ in Red colour signifies ‘fire’ in Japanese Japanese

Change the colour of the canChange the colour of the can


‘‘Blue’ Pepsi in India during the Blue’ Pepsi in India during the Cricket World Cup in 1989 – Cricket World Cup in 1989 –

it was perceived to be it was perceived to be similar similar to kerosene to kerosene

Signages & ColourSignages & Colour

Mascot …Mascot …

Trade Character / Trade Trade Character / Trade FigureFigure

An Illustration – real or An Illustration – real or imaginary figureimaginary figure

Co - related to a productCo - related to a product

Mascot …Mascot …Air India - MaharajaAir India - MaharajaAmul – GirlAmul – GirlOnida - DevilOnida - DevilAsian Paint – GattuAsian Paint – GattuMRF – Man with tyreMRF – Man with tyrePenguin – KelvinatorPenguin – KelvinatorCat – Eveready BatteriesCat – Eveready Batteries

Mascot - Principles…Mascot - Principles…

AttractiveAttractive

Constant UseConstant Use

Logo ???Logo ???

SymbolSymbolBadgeBadge InsigniaInsigniaCoat of ArmsCoat of Arms

Logo ???Logo ???

Symbol or design or group Symbol or design or group of letters used by a of letters used by a Company as a mark of its Company as a mark of its product.product.

Used in advertisements Used in advertisements and all publicity material and all publicity material

Logo …Logo …

Different Shapes – Round, Square, Different Shapes – Round, Square, Oval, Horizontal, VerticalOval, Horizontal, Vertical

Ideal Shape : HorizontalIdeal Shape : Horizontal Used everywhere – Visiting Cards, Used everywhere – Visiting Cards,

Letter Heads, Vans, Letter Heads, Vans, Building, Products, Building, Products, Advertisements, etc.Advertisements, etc.

Logo …Logo …

Legible even when reduced Legible even when reduced in sizein size

Hence a Sans Serif typeHence a Sans Serif typeBold type – masculineBold type – masculine Italic / Fancy / Thin Type - Italic / Fancy / Thin Type -

FeminineFeminine

Trade Mark ??Trade Mark ??

Particular Name / Mark / Particular Name / Mark / Design / Style of writing etc. Design / Style of writing etc. which has been REGISTERED which has been REGISTERED by the Company and which by the Company and which

CANNOTCANNOT be used by other be used by other manufacturers / competitorsmanufacturers / competitors


Particular Name / Mark / Particular Name / Mark / Design / Style of writing etc. Design / Style of writing etc.

Kirloskar / Godrej / Cadbury’s Kirloskar / Godrej / Cadbury’s / Bata / Bajaj / Tata / / Bata / Bajaj / Tata / Reliance / Idea / Airtel / Allen Reliance / Idea / Airtel / Allen Solly etc.Solly etc.


Particular Name / Mark / Particular Name / Mark / Design / Style of writing etc. Design / Style of writing etc. which has been which has been REGISTERED and is REGISTERED and is followed by the word followed by the word

TM / TM / ®® / / ©©

Slogans ??Slogans ??

A Watch word or motto …A Watch word or motto …Must be …Must be … Short & ClearShort & Clear CatchyCatchy Easy to remember / recallEasy to remember / recall Used in advertisements & Used in advertisements &

all publicity materialall publicity material

Slogans …Slogans …

CEAT : Born ToughCEAT : Born Tough

RAYMOND : Suitings for a RAYMOND : Suitings for a complete mancomplete man ONIDA : Neighbour’s envy, ONIDA : Neighbour’s envy, owner’s prideowner’s pride HMT – Time keepers to the HMT – Time keepers to the NationNation

Slogans …Slogans …TITAN : The Changing Face TITAN : The Changing Face of Timeof Time

BAJAJ : Humara BajajBAJAJ : Humara Bajaj

HERO HONDA : Desh ke HERO HONDA : Desh ke DhadkanDhadkan

COKE : Piyo Sar Uthake COKE : Piyo Sar Uthake

PhilipsPhilips: Let’s make things better: Let’s make things better Bajaj PulsarBajaj Pulsar: Definitely Male: Definitely Male Pulse PolioPulse Polio: Do Boond Zindagi Ki: Do Boond Zindagi Ki LIC: Zindgi ke saath bhi zindgi ke LIC: Zindgi ke saath bhi zindgi ke

baad bhibaad bhi NikeNike: Just do it: Just do it CadburyCadbury: Kya swad hai zindgi : Kya swad hai zindgi

me……me……Kuch meetha ho jayeKuch meetha ho jaye

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