Post on 21-Jan-2015
description
THE IMPORTANCE OF LOGOS AND COMPANY BRANDING AND HOW
THEY AFFECT A COMPANY
Jennifer Kumiski
Ms. Owens
Technical Communications
WHAT IS A LOGO? distinctive appropriate practical graphic and simple in
form and still convey an intended message
TRACING THE STARBUCKS LOGO Terry Heckler designed logo in 1971. Resigned in:
1986 1987and 1992
Starsbucks’ is currently changing the logo.
WHAT IS COMPANY BRANDING?
a name term sign symbol design or combination of them intended to
identify the company
WHY IS BRANDING IMPORTANT? It is one of the strongest competitive
advantages in today’s market. Companies want to be known for what
they are. “A brand is a kind of promise,” is how
Allbusiness.com explains it.
WHAT ASPECTS GO INTO BRANDING? Price
Higher prices can signify higher quality, and lower prices may suggest decrease in value.
Distribution the availability, or limited distribution of a
product or service, which can be discerning to customers.
Qualityhigher the quality will mean more satisfied
customers, that will come back to purchase more products.
ReputationThe public opinion of brand character is
built over time and difficult to change once established.
PROCTOR & GAMBLE Is an example of a company that has to
brand a massive amount of products for consumers.
The disciple of brand management. Not as commonly known as other
companies.
STARBUCKS The Starbucks experience. Ability to create personalized customer
experiences. Secure customer loyalty. Keeping up with business growth and
profits. Logos on every product.
MISTAKES AT COMPANY BRANDING If a customer has to ask the question,
‘what exactly is it and why should I want it’, not a good sign.
Clairol-Look of Buttermilk Clairol- Touch of Yogurt
BRAND BY ASSOCIATION-MISTAKE Would Sony sell food? No. Harley Davidson perfume and
aftershave. Harley Davidson is known for bikes.
FAILING TO EVOLVE Ovaltine use to be known as a sleep aid. Ensure evolved into a health drink. Ovaltine did not evolve into a health
drink.
PROMISE ONE THING, DELIVER ANOTHER Dominos pizza- fast delivery, good and
cheap pizza. Complaints of cardboard-like crust and
sauce that tasted like ketchup. Unable to deliver what the customers
wanted.
CONCLUSION Companies must appeal themselves to
us. Logos are the face of the company. Some companies do not always get
direct contact with customers. Starbucks is successful through logos
and company branding. Proctor and Gamble is successful in how
they manage all their brands. A brand is a company’s face in this
world.