Advertising, Brand and Slogans ENGL 353 LANGUAGE AND IMAGES IN ADVERTISING.

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

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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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3. Krish. (2009). Umbrella Branding Benefits and Application – Sony, Virgin. Ayushveda Marketing. Retrieved Oct 4, 2011, from, http://ayushveda.com/blogs/business/umbrella-branding-benefits-and-application-sony-virgin/

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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!