Brand Recall
Category - Recall
 Chewing
Gum
 Laser Printer
 Photo Film
 Jeans
 Detergent
 Wrigley’s
 HP
 Kodak
 Levi
 Surf
/ Nirma
Category - Recall
 Toilet
Soap
 Luxury Soap
 Tooth Paste
 Razor
 Batteries
 Lux
 Dove
 Colgate
 Gillette
 Eveready
Brand / Image
Image - Recall
 Refreshing
- Cola
 Youth - Cola
 Beauty Soap
 Freshness Soap
 Antiseptic
 Coke
 Pepsi
 Lux
 Liral
 Dettol
Category - Recall
 Cooling
Fridge
 Fast Food
 Pizza
 Fresh Breath
 Sports Shoes
 Chocolate
 Godrej
 McDonalds
 Dominos
 Close
Up
 Nike
 Cadburys
Core Identity of
Brand & Image
Image / Brand Identity
Image –
Marlboro
 The Real Thing –
Coke
 The Beauty Soap of Film
Stars –
Lux
 Cowboy
Image / Brand Identity
Butterly –
Amul Butter
 The Complete Man –
Raymonds
 Gattu Asian Paints
 Utterly
Image / Brand Identity
 Doodh
ki Safedi –
Nirma
 Chutki me Chipke –
Fevikwik
 Yeh Dil Mange More Pepsi
Image / Brand Identity
a Break –
Kit Kat
 Asli swaad zindagi ka
Cadburys
 Thanda Matlab Coke
 Have
Coca - Cola
Over The Years
Coke Slogans …
– Drink Coca Cola
 1904 – Delicious & Refreshing
 1938 – The Best Friend Thirst
Ever Had
 1948 – Where There’s Coke
There is Hospatility
 1886
Coke Slogans …
– What You Want is a Coke
 1958 – The Cold, Crisp Taste of
Coke
 1963 – Things Go Better With
Coke
 1970 – The Real Thing
 1952
Coke Slogans …
– Have a Coke & Smile
 1982 – Coke Is It !!
 1987 – You Can’t Beat The Real
Thing
 1993 – Always Coca Cola
 1979
Some Failures
The Failures …
Cards in France –
The French prefer to write their
Cards
 Tang Orange Juice, in France –
French hardly drink orange
juice for breakfast
 Hallmark
The Failures …
Kellogg’s Cornflakes, India –
positioned as ‘healthy breakfast –
Did not fit the Indian breakfast habit
 Kellogg’s Tarts, Britain –
too sweet for British taste
 General Foods’ packaged cake mix,
Japan –
Very few Japanese homes have ovens

The Failures …
India – un-skinned &
fried chicken –
Indians prefer skinned chicken
marinated with spices
 KFC,
Some
Adaptions
The Adaptions …
 Philips
hand electric shavers in
Japan –
Did not fit the palm of the
Japanese.
Adapt to a smaller size
The Adaptions …
yellow cologne in Africa –
it was perceived to be similar
to animal urine.
A
Adapt to a green color.
The Adaptions …
 General
Foods, Instant
Maxwell coffee in red cans in
Japan -
Red colour signifies ‘fire’ in
Japanese
 Change the colour of the can

The Adaptions …
 ‘Blue’
Pepsi in India during the
Cricket World Cup in 1989 –
it was perceived to be similar
to kerosene
Signages & Colour
Mascot …
 Trade
Character / Trade
Figure
 An Illustration – real or
imaginary figure
 Co - related to a product
Mascot …
 Air
India - Maharaja
 Amul – Girl
 Onida - Devil
 Asian Paint – Gattu
 MRF – Man with tyre
 Penguin – Kelvinator
 Cat – Eveready Batteries
Mascot - Principles…
Attractive
Constant
Use
Logo ???
 Symbol
 Badge
 Insignia
 Coat
of Arms
Logo ???
 Symbol
or design or group
of letters used by a
Company as a mark of its
product.
 Used in advertisements
and all publicity material
Logo …
Shapes – Round,
Square, Oval, Horizontal,
Vertical
 Ideal Shape : Horizontal
 Used everywhere – Visiting
Cards, Letter Heads, Vans,
Building, Products,
Advertisements, etc.
 Different
Logo …
 Legible
even when reduced
in size
 Hence a Sans Serif type
 Bold type – masculine
 Italic / Fancy / Thin Type Feminine
Trade Mark ??
Particular Name / Mark /
Design / Style of writing etc.
which has been REGISTERED
by the Company and which
CANNOT
be used by other
manufacturers / competitors
Trade Mark ??
Particular Name / Mark /
Design / Style of writing etc.
Kirloskar / Godrej / Cadbury’s
/ Bata / Bajaj / Tata / Reliance
/ Idea / Airtel / Allen Solly etc.
Trade Mark ??
Particular Name / Mark /
Design / Style of writing etc.
which has been
REGISTERED and is
followed by the word
TM / ® / ©
Slogans ??
A Watch word or motto …
Must be …
 Short & Clear
 Catchy
 Easy to remember / recall
 Used in advertisements &
all publicity material
Slogans …
CEAT : Born Tough
RAYMOND : Suitings for a
complete man
ONIDA : Neighbour’s envy,
owner’s pride
HMT – Time keepers to the
Nation
Slogans …
TITAN : The Changing Face
of Time
BAJAJ : Humara Bajaj
HERO HONDA : Desh ke
Dhadkan
COKE : Piyo Sar Uthake






Philips: Let’s make things better
Bajaj Pulsar: Definitely Male
Pulse Polio: Do Boond Zindagi Ki
LIC: Zindgi ke saath bhi zindgi ke baad bhi
Nike: Just do it
Cadbury: Kya swad hai zindgi me……
Kuch meetha ho jaye