Brand Names Logos Trademarks Slogans Brand Names u
Brand Names, Logos, Trademarks & Slogans
Brand Names u. A word or words used to identify a specific product or service u Example: – Kraft Dinner – Pepsi – Big Mac – Kleenex
The World’s Most Valuable Brands u Forbes Magazine - Most Valuable Brands 2013
LOGO u. A design, symbol or picture that associates a corporation with its product or service u Example: – Golden Arches u Mc. Donalds – Apple u Apple Inc.
TRADEMARK u. A legally defined logo or distinctive type of lettering that is used to identify a product or firm u The trademark is registered with the government and protected for the sole use of the registrar
SLOGAN u. A series of catchy, easy-toremember words that are used to identify and promote a product u Examples – ‘Taste the rainbow’ u Skittles – Taste of a New Generation u Pepsi – Just do it! u Nike
Name That Slogan… u u u “Melts in your mouth, not in your hand” – M&M’s “A diamond is forever” – De Beers “Don’t leave home without it” – American Express “Share moments, share life” – Kodak Finger lickin’ good – KFC
Requirements of a good brand name u Create a positive image of the product or service in the consumer’s mind u Simple, u Easy short, unique to remember u Catchy
Brand Names: Trivia u u Schneider’s named for founder J. M. Schneider Listerine named for Joseph Lister Revlon names for owner Charles Revson as was his cologne “Charlie” Nyquil came from Night Tranquil
Translation Problems u u u Chevy Nova sold poorly in Spanish speaking countries. “No va” translates to “it doesn’t go” Standard Oil S. O. ESSO did poorly in Japan, translation is “stalled car” Coke in Chinese characters translated to “bite the wax tadpole” They changed it when reintroduced in the 80’s to mean “happiness in the mouth”
Translation Problems u u 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”?
Brand Classification u Name of the Maker u – Royal Doulton – Regal Shoes – Kraft Margarine – B. F. Goodrich Tires u Geographical Names – Corning Ware – Champagne u Historical Names – Laura Secord – John Hancock Insurance Name Indication Quality u Family Names – – – u Ford Motor Company Schneiders Wal. Mart Names Suggesting Use – – – Hide-a-Bed Sofa Presto Coffee Maker Lazy boy
Brand Classification conti. u Words derived from a business Name – Sun Oil Company Esso – Steel Co. of Canada Stelco – Northern Telecom Nortel u Letter/Numbers – NCR Company – IBM u Mis-Spelled Words – Kool-Aid – Toys R Us
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