Branding: Building Product Recognition
A brand can be a number of different things: a name, term, sign, symbol, design, or a combination of many of these. What ever the brand, the purpose is to identify a the company or the maker of the product. Brands mean different things to different people, as they form opinions and views of them and develop relationships with them. On some occasions, the brand can add value to the purchase. For example, if a consumer is buying a new phone, purchasing an iPhone may be of higher value to that consumer than buying an android because the Apple name attached to it.
Consumers use branding in many different ways. They may use the brand name to identify a company or product, a logo on a sign to identify location, brand quality, and product consistency. In addition, sellers also benefit from branding. A company uses its product branding for advertisement, trademarks/patents/copyrights, and market segmentation.
Consumers use branding in many different ways. They may use the brand name to identify a company or product, a logo on a sign to identify location, brand quality, and product consistency. In addition, sellers also benefit from branding. A company uses its product branding for advertisement, trademarks/patents/copyrights, and market segmentation.
Over the course of the semester, I have learned a lot about branding. During our in-class discussion on branding, we pointed out major brands that are recognized all over the world, including: McDonald's Golden Arches, Coca-Cola, and Mickey Mouse. While working on our group practicum, we were constantly returning to the branding of Old Spice. Many people recognize the old spice whistle, the signature ship used on all of their products, and the slogan "Smell Like a Man, Man" used in their advertisements. Knowing this, we incorporated those elements into our work to connect the presentation to the well-known brand. [To learn more about our Marketing Practicum on Old Spice, please download the presentation below.]
In addition to our Old Spice practicum, we received first-hand experience creating the branding for our product Swipe-A-Load, that we completed our marketing plan on. First, we chose a name, keeping in mind that the brand name helps build recognition of the product. After deciding upon Swipe-A-Load, we began to work on the logo. This was the most difficult part of the branding because we wanted something eye-catching, professional, and unique. Lastly, we chose the logo colors. After making all of the decisions, we created our logo and based our presentation around that image. By doing this, we hoped to create brand recognition and trust, and overall, increase consumer value.
In addition to our Old Spice practicum, we received first-hand experience creating the branding for our product Swipe-A-Load, that we completed our marketing plan on. First, we chose a name, keeping in mind that the brand name helps build recognition of the product. After deciding upon Swipe-A-Load, we began to work on the logo. This was the most difficult part of the branding because we wanted something eye-catching, professional, and unique. Lastly, we chose the logo colors. After making all of the decisions, we created our logo and based our presentation around that image. By doing this, we hoped to create brand recognition and trust, and overall, increase consumer value.
old_spice_pres.pptx | |
File Size: | 3106 kb |
File Type: | pptx |