Brands, Logos and Slogans
ENG3C BUSINESS PORTFOLIO
Branding your Product
• Marketers create brands to distinguish
their products from the competition
• A Brand: Every feature used to make
up a product’s image.
• Brand names
• Logos
• Slogans
Two Types of Brands
1. Corporate-Dominant: The manufacturing
company uses its name in the brand name
Examples:
•
•
Nike Shox
Kellogg’s Corn Flakes
2. Product-Dominant: The product has a unique
name, apart from its manufacturer, that
marketers use to create a positive image.
Examples:
•
•
Head and Shoulders shampoo
Dove body wash
Private Label Brands
Brands that are created for a specific
retailer.
Examples:
•
•
Canadian Tire has Motomaster
Shoppers Drugmart has Life
GUESS THE LOGO
Logos
Logo: A logo is the term for all of the
symbolic ways to create a brand. These
include trademarks, brand marks, and
corporate symbols.
Examples:
What Makes a Good Logo?
Three rules to follow:
•
•
•
Unique – not like other logos
Identifiable – is clear enough to be
recognized as a logo
Meaningful – has relevance to the
company or product being represented
Slogans
• Slogan: A short, catchy phrase that is usually
attached to the company’s name and logo.
• Five rules for a good slogan:
–
–
–
–
–
Is 7 words or less
States the brand name
Tells the consumer what the company does
Is catchy
Carries a positive message
• Harvey’s had the perfect slogan:
“Harvey’s – Long live the grill.”
Miss Sousa
• Student teacher (my business)
• HELP (my brand)
– Because I HELP students learn and I need HELP to learn
how to be the best teacher
• Logo
– Me as a student teacher
• HELP me HELP you (my slogan)
Mission Statement
What is a Mission Statement?
• Is a summary of the aims and values of a
company, organization, or individual to
their consumers.
• In other words, it is a promise from the
company to the customer
Consider and Think
1. Think of a mission statement as a cross
between a slogan and an executive
summary
2. It should tell your company story and ideals
in less than 30 seconds (often much shorter
even)
3. Answer: Who are you? Why do you exist?
Who do you serve? What’s your
purpose?
Lets Play
Whose Mission IS it?
“A PC on every work
desk and in every
home”
“Our mission is to be the
first choice for Canadians
in automotive, leisure,
and home products,
providing total customer
value.”
“To deliver superior quality
products and services for our
customers and communities
through leadership,
innovation and partnerships.
Our vision is to be the quality
leader in everything we do.”
"To produce high-quality, low
cost, easy to use products
that incorporate high
technology for the individual.
We are proving that high
technology does not have to
be intimidating for noncomputer experts."
“ ______ strives to be the
global leader in the sporting
goods industry with sports
brands built on a passion for
sports and a sporting
lifestyle.”
Miss Sousa’s Mission Statement
“As a student teacher I will do my
absolute best to HELP students learn
each and everyday. I will also take any
suggestions from both teachers and
students on how to become a better
and effective teacher”
Memorandums
aka. Memos
Memorandums
• Are used to mention, call to mind,
recount, relate.
Memo Format
•
•
Date:
To:
•
From:
•
Subject:
•
Paragraph 1 (Overview):
– The purpose of a memo is to inform readers of a specific topic within a
business.
– The first paragraph gives the reader some background information on
your topic.
– For the first memo you are going to start by telling me why you are writing
the memo.
•
Paragraph 2:
– This paragraph will provide your reader with more details.
•
Paragraph 3: The last paragraph will be used to provide a conclusion and for
further action for the memo topic.
Miss Sousa’s Memo
•
•
Date: Thursday November 22, 2012
To: ENG3C STUDENTS
•
•
From: HELP
Subject: For tomorrow (Friday November 23rd, 2012)
ENG3C Students, tomorrow we will be working in computer LAB 1400. Tomorrow you
will have the opportunity to use that time to create a good copy of your mission
statement and to create a job posting. If you complete this before the end of the
class you can use the rest of the time to complete any other components of the
Business portfolio that still have to be completed (such as your company name,
logo, and slogan).
I hope that you will all use that time wisely to complete these assignments!
Next week we will cover advertisements, you then have the opportunity to create
an advertisement and oral presentations will begin on Thursday November 29th!
See you in class tomorrow,
Miss Sousa
Job Postings
Characteristics of a Job Posting
• A job posting should include:
– Description of the job
– What skills and experiences are required
for the job
– How many hours are applicants expected
to work?
– Salary
– Where applicants can forward their
resume
Miss Sousa’s Job Posting (rough
copy)
– Description of the job:
ENG3C students are creating a business portfolio to hand-in and will present their
advertisement to their peers for orally.
– What skills and experiences are required for the job
In order to do well on this assignment students must include (in their business portfolio):
• A company name
• A brand
• A logo
• A slogan
• A mission statement
• A memo
• A job posting
• A advertisement
– How many hours are applicants expected to work?
Students are expected to use class and computer lab time effectively in order to
get work done, and if need be students must continue to work on the
assignments during MSIP or for homework
– Salary
All depends how much effort you put into the assignment! ALL students can do
well
– Where applicants can forward their resume
Students will submit their business portfolios to Miss Sousa once they have
presented their advertisement to the class!
Job Posting
Are you looking to do really well in the next unit in ENG3C? Well here is your chance.
ENG3C student are expected to complete a business portfolio to hand-in and will
present their advertisement to their peers for orally.
In order to do well on this assignment students must include (in their business portfolio):
• A company name
• A brand
• A logo
• A slogan
• A mission statement
• A memo
• A job posting
• A advertisement
Students are expected to use class and computer lab time effectively in order to get
work done, and if need be students must continue to work on the assignments during
MSIP or for homework
Salary all depends how much effort you put into the assignment! ALL students can do
well
Students will submit their business portfolios to Miss Sousa once they have presented
their advertisement to the class!
Goals of Advertising
1. Getting Attention
• One short-term goal and objective in advertising is
getting people's attention.
– Use highly readable print in your ads.
– Color, diagrams and pictures can also attract the
attention of users, particularly if they are highly relevant.
– One of the best ways to attract attention in print
advertising is to use a strong headline. Make a
statement that attracts the right type of reader, and
include at least one benefit in the heading to pull the
reader into the ad
– Use sounds and jingles to attract attention in your radio
and television ads.
2. Prompting Immediate Action
• Your print and other types of advertising
must also prompt people to act
immediately.
– Include a coupon in your ad to get people
to try your product at the store. Include a
deadline on your coupon so people know
the offer is only good for a short time period.
– Offer a free trial of your product, or provide
something free along with the product.
– Offer multiple products for the price of one.
Another strategy is to state that you have a
limited supply of products available.
3. Replacing Lost Customers
• Small companies use advertising to
replace lost customers. Your customers
may switch brands, move away, or
die, which is why advertising on a
continuous basis is imperative.
– Look for new ways to advertise, including
social media sites like Twitter and
Facebook.
4. Building Sales and Profits
• The key to building sales and profits is
to gradually increase your advertising
over time. Many small companies
budget their advertising by allocating
a certain percentage of sales toward
it
5. Building Brand Awareness
• Small companies also advertise to build
brand awareness, which is when people
know a particular brand is yours. Brand
awareness is usually calculated as a
percentage.
– For example, if 1,000 people out of 10,000 in a
market can identify your brand, your brand
awareness is 10 percent.
– Your primary objective in building brand
awareness is to make people think of your
brand first when they are ready to purchase.
What to include in your
Advertisement
Use clear fonts
Positive and bight primary colours
Positive pictures
“Limited time offer” coupons
Consider using twitter, facebook,
brochures, flyers, an ad in a magazine
• Think: What can I include in my
advertisement to make people remember
my company and my product?
•
•
•
•
•
Miss Sousa’s
Advertisement