Post on 26-Mar-2015
Advertising, Brand and Advertising, Brand and SlogansSlogans
ENGL 353ENGL 353LANGUAGE AND IMAGES IN ADVERTISINGLANGUAGE AND IMAGES IN ADVERTISING
Chan Hing Yee Chris 11901108T
Hung Oi Chi Gigi 10911718T
Lai Chung Him Isaac 11902535T
Group MemberGroup Member
Definition – brands Brands Benefits Good brands issues Brands today, strategy and development Nokia – Connecting people Definition – slogans Effective slogans McDonald Nokia Reference Discussion
Today’s AgendaToday’s Agenda
What is brand?
A clearly distinguishable name A firm uses to uniquely identify its product (or
services) with consumers and distinguish it from that of competitors
More than just names & symbols Represent consumers’ perceptions & feelings about a
product & its performance
DefinitionDefinition
DefinitionDefinition Brand – The sum of all the characteristics,
tangible and intangible, that make the offer (organization) unique.
Trademark - TM Legally Protected Marks
Brand name: E.g. Coca-Cola
Brand Trademark:
Contour Bottle –with & without the word ‘Coca-Cola’, received trademarks in 1960 & 1977
respectively
1887-1960s
1958-2007s
Companies’ Benefits Companies’ Benefits from brandsfrom brands
Help differentiate product or service from competitors Enhance cross-product promotion & brand Encourages customer loyalty Retention using behavior Legal protection
Customers’ BenefitsCustomers’ Benefits from brandsfrom brands
Assists the identification of preferred and expected products or services
Estimate the product quality level Shorten the buying consideration (sometime only) Provide psychological promise & reward
Easy to read, recognize & remember Creative Distinctive Meaningful Adaptable Can be registered & legally protected
Elements of Good BrandsElements of Good Brands
Brand Building
Brand Defensive
Good Brands & Bad BrandsIn Class Quiz 1
BMW
Lamborghini
Zevia, Truvia & PureVia
G1
Good Brands & Bad BrandsIn Class Quiz 1
BMW Good
Lamborghini Good
Zevia, Truvia & PureVia Bad
G1 Bad x 2
Pollywog Inc. (2008, December 4th), Best and Worst Brand Names of 2008. Retrieved from http://pollywoginc.com/
Zevia, Truvia & PureVia
“… different companies made the same naming mistake: creating a brand name too much like the original descriptive word.”“… a trio of similar-sounding names, certain to cause confusion among potential customers…”
Good Brands & Bad BrandsIn Class Quiz 1
Pollywog Inc. (2008, December 4th), Best and Worst Brand Names of 2008. Retrieved from http://pollywoginc.com/
Good Brands & Bad BrandsIn Class Quiz 1
G1Simple but “a weak brand name…”“…forgettable and easily confused with 3G…” “… name is reminiscent of some of Apple’s legacy products, the PowerPC G3, G2…”
Good Brand ElementGood Brand Element
Brand element: MeaningfulInterpreted in values consumers seek
E.g. OFF!® Insect Repellents Provides mosquito protection, no matter what the occasion Transferable - can also be used to introduce new products in other categories (e.g. insects other than mosquito)
Good Brand ElementGood Brand ElementBrand element: AdaptableRetain brand values
E.g. Cathay Pacific 1993 Changed the green & white striped livery No Asian meaning or style∵ New: “brushstroke" image (the “brushwing”)
Suggesting Chinese calligraphy (Asian)
& the wing of a bird (Aviation technology)
Retain signature green color
New logo – reinforces modern, international & Asian image
Good Brand ElementGood Brand Element
Brand element: AdaptableRetain brand values
E.g. Cathay Pacific
New identity –
“Cathay Pacific. The Heart of Asia” Promotion
Campaign
Print AD: green background & calligraphic
brushstroke
Good Brand ElementGood Brand ElementBrand element: AdaptableRetain brand values
E.g. Cathay Pacific TV AD: - Features a variety of Asian drummers - Celebrates the new look & colors of Cathay Pacific - Music: Japanese composer Ryuichi Sakamoto (坂本龍一 ) - Connects Cathay to its home in Hong Kong - Close with a special effect of the rendering of the new brushstroke logo Campaign: - Consistent with the new image - Target Audience: existing & potential customers - Print AD: Promote flight to Asian destinations - TV AD: Inform customers its new logo & reinforce its international scope & Asian identity
… in today's highly competitive retail scenario, due to the
presence of many competing brands…
many famous brand names that come to mind when we
think of certain categories of consumer products
…established over a period of years by consistently
spurning out new and innovative designs, and by building
strong customer relationships.
Thadani, Rahul. (2010 June 2nd) . Famous Brands Names.
Retrieved from http://www.buzzle.com/
Brand TodayBrand Today
1. Single brand identity - A separate brand for each product.
E.g. Procter & Gamble(P&G)
Different products: Tide, Pringles, Gillette
Same product (shampoo): Head & Shoulders and Pantene
A differentiated marketing approach
Satisfying customers’ wants & needs closely with products’ competitive edge
Ad tailor for one product only
To raise corporate profile Corporate Brand Strategy
TV AD
Ending: highlight the relevant product range
Target audience: mothers – a key market segment
Message: To attract customers to seek out products from various P&G product
lines
•
Branding StrategyBranding Strategy
2. Umbrella branding - All products under the same brand
• E.g. SONY
Goal: Bolster consumer confidence in the product
Sony UK general marketing manager Matt Coombe:
“People know Sony and they believe the brand values of the master brand.
Therefore, they feel reassured about what they are buying. The umbrella
branding gives us a meaning, not just a logo.”
First global umbrella-brand message:
• To unite Sony's communication across electronics,
games, film, music, mobile phones and network services.
• Sony CEO and president Sir Howard Stringer:
“make.believe will differentiate us from countless competitors and
inspire consumers around the world to embrace all that is Sony,'
•
•
•
Branding StrategyBranding Strategy
3. Multi-brand categories – Different brands for different product categories.
• E.g. Campbell Soup Company
• Soups – Campell’s, Swanso
• Baked goods – Arnott’s
• Juices – V8
• Sauce - Prego
Branding StrategyBranding Strategy
4. Family of names – Different brands having a common name stem
• E.g. Nestle uses Nescafe, Nestea for berverages
Branding StrategyBranding Strategy
Video ExampleVideo Example
Nokia – Will You Marry Mehttp://www.youtube.com/watch?v=Xlg5C6CkObw&feature=related
NOKIA – A brand nameBackground: Top ten mobile phone company in the worldIn 1865, Knut Fredrik Idestam established a wood-pulp mill in Tampere, south-western Finland. It took on the name Nokia after moving the mill to the banks of the Nokianvirta river in the town of Nokia. The word "Nokia" in Finnish, by the way, means a dark, furry animal we now call the Pine Marten weasel.
The Evolution of Tech Companies' Logos
By Alex in Neatorama Exclusives, Science & Tech on Feb 7, 2008
http://www.neatorama.com/2008/02/07/the-evolution-of-tech-companies-logos/
Video ExampleVideo Example
Big brands adv
Product : mobile phone
Background song: Underneath your clothes by Shakira
New function showing in adv: photo taken
Confidence on trade mark, six mini logos and one final big logo
Simple and smart adv
Adv shows audience the personalities of Nokia customers
Story line
Background song: Underneath your clothes by Shakira
Video ExampleVideo Example
Target audience: English language culture Hebrew language culture (text
of the cell phone) General middle class people
who can afford on cell phone
Video ExampleVideo Example
26
Target audience: Couples, lovers, family who are
staying in distance People who may have lonely
experience Potential consumers who want
to “connecting” with others Potential consumers who want
to be “smart” and “caring” Potential consumers who want
to be “different”
Video ExampleVideo Example
27
Logo: An image of two people almost joining hands with each
other. Express a proper support and also complimented the
slogan which is Nokia’s mission statement.
Nokia BrandNokia Brand
28
• A Powerful Brand• “Undoubtedly, Nokia is a powerful player in the mobile
telecommunication industry. Its mobile phones and gadgets have been infiltrated globally in mobile markets and are the customers’ favorite. Apart from being celebrated for its mobile phones, Nokia Co. also offers it’s customer other corporate functions which include multimedia devices and applications, enterprise solutions and network services. This further makes the Nokia logo a common household icon.”
XinQ. (2007) Logos and their meaning. From his blog: http://mr-daydreamer.blogspot.com/
Nokia BrandNokia Brand
29
4 things great ads could do for a brand we can find from this ad:
Make a brand travel worldwidee.g. The adv has different language. Mainly English which is worldwide language.
Can turn a brand into anythinge.g. The adv turns the brand – cell phone because graphic note broad
Make a brand knows itselfe.g. The adv shows the brand is more than a product but a way to connect people
Help a brand taps into emotionse.g. The adv has story line which may happen anywhere in our real live.
Nokia BrandNokia Brand
Example: Google7-11Ebay
Good band names become Good band names become social languagesocial language
POP QUIZ: Which Brand's Slogan Was "A diamond is forever“?
ANSWERWhich Brand's Slogan Was "A diamond is forever“?
POP QUIZ: Which Brand's Slogan Was “Have it your way“?
ANSWERWhich Brand's Slogan Was “Have it your way“?
What is slogans?
A brief attention-getting phrase used in advertising or promotion
Help establish an image, identity, or position for a brand or an organization, but mostly used to increase memorability.
Used in political or commercial context as a repetitive expression of an idea or purpose
.
DefinitionDefinition
A slogan can take your logo design move to the next level. At the result the brand of the company will increase the market value and the company will increase market share
E.g. Apple: “ Think Different” http://www.youtube.com/watch?v=4oAB83Z1ydE
Short script Here’s to the crazy ones. The rebels. The troublemakers. The
ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
Function of SlogansFunction of Slogans
Function of SlogansFunction of Slogans
Think Different" is an advertising slogan created for Apple Computer in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day. It was used in a television commercial, several print advertisements and a number of TV promos for Apple products. Apple's use of the slogan was discontinued with the start of the Apple Switch ad campaign in 2002. The slogan appeared to have been a play on the venerable IBM "Think" motto coined by Thomas J. Watson, with IBM having been a direct competitor of Apple in the PC market. More explicitly, the Apple slogan served to challenge consumers who were wanting to buy IBM-derived Windows-based PCs to consider Apple as a smart alternative.
Function of SlogansFunction of Slogans
Conveys the fundamental benefits of the product or brand, not just features
E.g. "Melts in your mouth not in your hands." - M&M’s
Set your brand apart from your competitorsE.g. "It's not just a deal, it's a Dell!“ - Dell
Memorable, can be recalled without help
E.g. "It's a Sony" - Sony
Can be witty, but not to offend
E.g. "iThink, Therefore iMac“ - Apple Computer
What is Effective Slogan?What is Effective Slogan?
Not be able to be substituted
E.g. “The united colors of Benetton” - Benetton
Create a feeling of creditworthiness
E.g. “Easy as Dell” - Dell
Evoke emotion
E.g. “Just do it” – Nike
Rhyme / Accompanied by mnemonic devices
E.g. “Hello Moto” - Motorola
What is Effective Slogan?What is Effective Slogan?
The phrase 'I'm Lovin' It', taken from the campaign fronted by different pop stars in different countries. The phrase 'I'm Lovin' It', stands out from the packs as the only colourful element against the black-and-white photographs. The designs will be used in 11 languages around the world.
http://www.youtube.com/watch?v=iTGdFA8zAhs&feature=related
MC Donald’sMC Donald’s
MC Donald’sMC Donald’s
i’m lovin’ it English Europe and South Korea etc
simplified Chinese: 我就喜欢 ; traditional Chinese: 我就喜歡 ; pinyin: wǒ jiù xǐhuān
Chinese
China, Malaysia, Singapore, Taiwan, United States
ich liebe es German Germany
as well as( ana aħibbaأنا أحبه )(akid behibuhاكيد بحبه )
Arabic Egypt, Kuwait
c’est tout ce que j’aime French France
venez comme vous êtes[8][9] French France
MC Donald’sMC Donald’s
MC Donald’s MC Donald’s
c’est ça que j’m
French Québec It's that which I love. (j'm = j'aime.)
love ko ‘to Taglish Philippines I love this. ('to = ito)me encanta Spanish Argentina, Chile,
Colombia, Costa Rica, Ecuador, El Salvador, Guatemala,
I love it. (lit. It enchants me.)
me encanta todo eso
Spanish Chile I love all that. (lit. All that enchants me.)
amo muito tudo isso
Portuguese
Brazil I love all this a lot.
işte bunu seviyorum
Turkish Turkey This is what I love.
вот что я люблю
Russian Russia That is what I love.
я це люблю Ukrainian Ukraine I love this.man tas patīk Latvian Latvia I like it.
It was launched in Munich, Germany in 2003.
The target audiences are people in the world.
The image of new slogan 'I'm Lovin' It in the packaging
showing “captured ... themes of inspiration, passion and
fun” to target audience.
The company has a 15% to 20% global increase in
sales since its 'I'm Lovin' It' ad campaign launched.
MC Donald’sMC Donald’s
MC Donald’sMC Donald’s
MC Donald’sMC Donald’s
MC Donald’sMC Donald’s
Company slogans kept for nearly two decades
“Connecting people” is Nokia Corporation’s slogan also
their missions statement
Effective slogan and mission statement
It’s rewarding to see that after nearly two decades, our
mantra of “connecting people” still resonates so strongly
Mark. (2010 June 1th). Connecting People, we’re
flattered Mark. Retrieved from
http://conversations.nokia.com
Slogan of Nokia Slogan of Nokia Connecting People Connecting People
• Thus, the ‘Nokia Connecting People’ slogan was born with the Nokia logo.
• The slogan of Nokia logo provides the brand with an exceptionally strong elevated altitude in the communication industry.
• The slogan explains the company goal to connect people without any barricade and with total comfort
• .• Nokia logo features a perfect portrait of two people almost joining
hands with each other.
• The illustration provides a polite pillar to the Nokia logo and has expertly conveyed the company’s mission along with the slogan.
http://www.famouslogos.org/nokia-logo
Nokia Nokia Connecting People Connecting People
iphone also use it
http://www.macstories.net/news/nokia-connecting-people-is-our-slogan/
OPPMeaningless Slogans that few Brands Carry which is far from their Unique Selling Proposition – Nokia Connecting what?
http://drypen.in/branding/meaningless-slogans-that-few-brands-carry-which-is-far-from-their-unique-selling-proposition-nokia-connecting-what.html
Slogans ChallengeSlogans Challenge
Andrea Facchini, Marketing Director of Nokia Indonesia recognizes the challenge. “The meaning has now evolved connecting. Once the connection just through call or SMS text, but now changed,” he said in a Break Free Nokia event held today at Quicksilver Cruise. “Now connecting means connected to the Internet,” he said.
(2011 April 1st). Nokia growing steadily with the slogan “Connecting People”
http://twinqu.com/nokia-growing-steadily-with-the-slogan-connecting-people/
The Evolution of Tech Companies' Logos
By Alex in Neatorama Exclusives, Science & Tech on Feb 7, 2008 at 5:50 am
http://www.neatorama.com/2008/02/07/the-evolution-of-tech-companies-logos/
Slogan RetenetionSlogan Retenetion
53
Nokia’s famous advertising slogan “Connecting people” can be taken both literally and figuratively.
Of course, being a mobile phone company, Nokia really does deal in connectivity. However, Nokia is also sending out the message that it cares about relationships. Most of the company’s commercials also aim to emphasize human relationships and make it the center of the story.
Famous Advertising Slogans: Why These 5 Advertising Slogans Work Like Gangbusters http://michaellee.articlesbase.com/advertising-articles/famous-advertising-slogans-why-these-5-advertising-slogans-work-like-gangbusters-1241317.html
Slogan RetenetionSlogan Retenetion
54
1. States the main benefits of the product or brand for the potential user or buyer
• Nokia helps you connecting people
2. Implies a distinction between it and other firms’ products.• Feeling creates: Nokia is able to connect people
3. Makes a simple, direct, concise, crisp and apt statement• Nokia – Connecting people. Simple three words.
4. Makes the consumer feel a desire or need • If you want to connect with people, Nokia is your need
Slogan RetenetionSlogan Retenetion
55
Nowadays, good brand name and effective slogan
are very important issue in advertisement. It is
because the digital and internet are very common
used and popular. Customers like to search the
products which they want to buy via the internet. A
good brand name and an effective slogan are able
to plant seed into customers mind. Brand names
come to mind when customers think of certain
categories of consumer products.
ConclusionConclusion
56
Therefore, brand name and slogan provide a bridge to
connecting customers with their products information and
advertisements in the internet. Moreover, advertisement
brings a brand to worldwide and introduce it to various
customers. Advertisement presents by local movie stars
and signers, it can make the brand to be localised and
well-known. In additions, advertisement creates emotional
and loyalty feeling in order to build strong customer
relationships.
ConclusionConclusion
57
Every advertisement should be thought of as contribution to
the brand image. It follows that your advertising should
consistently project the same image, year after year.
Advertisement gives the products and brand an image of
quality and give desired impression with customers.
ConclusionConclusion
58
The main purpose of slogan is to plant the brand
message in the mind of customers. Truly great
slogans are memorable, use uncomplicated words
and roll off the tongue. Most of them capture at
least one vital element of the brand, differentiate it
from competitors and are instantly associated with
the company.
ConclusionConclusion
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3. Business Insider (2011). Retrieved Oct 4, 2011. http://www.businessinsider.com/name-that-slogan-2011-2#when-it-rains-it-pours-describes-which-brand-21
4. Campbell Soup Company. (2010). Retrieved Oct 4, 2011, from http://www.campbellsoup.com.hk/corporate/en/
5. Cathay Pacific (1994). Retrieved Oct 4, 2011, from The heart of Asia. http://www.youtube.com/watch?v=za48aOR5uiM
6. Chris Fill. (2005). Marketing Communication – engagement, strategies and practice, 4th edition, Prentice Hall.
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8. Fernandez, J. (2009). Talking shop: Umbrella branding. Marketing Week. Retrieved Oct 4, 2011, from, http://www.marketingweek.co.uk/talking-shop-umbrella-branding/3006453.article
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ReferenceReference
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ReferenceReference
“Have a break have a kitkat” (Kitkat)
Do you think it is an effective slogan?
If yes, could you please give some reasons?
DiscussionDiscussion
– It is a simple, direct, concise, crisp and apt statement
– It is a witty slogan– It makes the customers feel a desire or need– It’s rhymes are easy to remember
AnswerAnswer
The End The End
Thank you!Thank you!