Branding & Differentiation

Lesson ObjectivesTo know and understand the importance of

branding.

To understand how branding can be used to make a product different from its competitors. (Product Differentiation)

Which brand is better? What is a brand?

Who owns which brands?Its brands include Carlsberg, Carlsberg Export, Carlsberg Special Brew and Tetley's. It also owns Skol and Holsten UK brands.

The market leader in three of the largest six European beer markets: the UK, France and Russia. It owns Fosters, Kronenbourg 1664, John Smith's, Strongbow and Newcastle Brown Ale.

Why do these breweries produce different brands under different brand names ?

How to differentiate a product through branding1. Develop a

LogoThe Nike "Swoosh" is a design created in 1971 by Carolyn Davidson, a graphic design student who charged a rate of $2 per hour! Davidson submitted a bill for $35 for her work.

The logo represents the wing of the Greek - an appropriate and meaningful symbol for a company that marketed running shoes.

Used as a motif on sports shoes since the 1970s, the swoosh is now so recognizable that the company name itself is often not needed on the products.

Lacoste is a French clothing brand founded in 1933.The company takes its name from Rene Lacoste, the world-renowned tennis player and sports enthusiast. The American press nicknamed Rene Lacoste the "Crocodile" after he made a bet with the Captain of the French Davis Cup team. He had promised Rene a crocodile skin suitcase if he won a match that was important to the team. A friend of Rene's, Robert George, drew a crocodile that was embroidered on the blazer that he wore on court from then on.

The Olympic logo was designed by Frenchmen Pierre de Coubertin in 1913. The logo was first found on a flag and had five interlocking rings, one for each continent represented in the Olympics.The six colors were included as well, black, yellow, blue, red, green, and white. The colors were chosen because at least one of the colors is in the flag of the countries that participate in the Olympics.  The reason for the interlocking rings on the Olympic flag is symbolic in showing that the Olympic Games are intended for all nations to be able to come and compete against one another in unity.In addition to the Olympic logo, most host cities also design their own logo as well.

1. Develop a slogan

Slogans are useful to differentiate the product from

others on the market and to encourage repeat purchases.

They become more powerful when they complement the

Logos to create a “brand image” or a customerperception of the product.

• How does “Just do it” complement the ?

• How does “"One world, one dream“ - the slogan of the Beijing 2008 Olympic Games complement the ?

• How does “The Ultimate Driving Machine” complement the ?