Professional Documents
Culture Documents
Transferable
□ Within & across product boundaries
□ Across geographic boundaries & cultures
Criteria
Adaptable
□ Flexible
□ Updateable
Updating Xerox
Criteria
Protectable
□ Legally – registered trade mark
□ Competitively
Memorability
Mnemonic EFFECTIVE
Quality BRAND NAME
Communicate Legal Be
s protection, Distinctive,
Product uses, & consider No Negative
benefits media usage connotations
Wyborowapolish Vodka
NAMING PROCEDURES
□ Define the branding objectives in terms of the six general
criteria noted above.
□ Generate as many names and concepts as possible
□ Brand names must be screened based on the branding
objectives and marketing considerations.
□ Collecting more information on each of the final 5/10
names
□ Need to confirm management expectations as to the
memorability and meaningfulness of the names.
□ Finally selecting a name.
Popular types of Brand Names
I
Neologisms/
Roll
New Words
Foreign Word
Coca Kola
leaves nuts Xerograp
hy
Xeros (dry) and Graphos
Digestive enzyme
(writing)
Pepsin
Descriptive names
Color
Logo
□ A logo is an iconic symbol, graphic mark or emblem designed
to represent a company, product or service. It also depicts
an organization's personality.
Text Logos
Symbol
Logos
personality
□ Cricket Alerts
□ Beauty Alerts
Product values □ Phone Backup
□ Live Games
□ Musical Greetings…
so on
Benefits of mascots
The benefits are numerous to marketers that are
serious about establishing personality for their
brands. A strong mascot marketing effort will:
The word slogan comes from the Scottish word meaning, “battle
cry.”
Slogans are short, often memorable phrases used in advertising
campaigns. They are claimed to be the most effective means of
drawing attention to one or more aspects of a product.
Slogan
A slogan is slightly different. It’s also a few
words that bring your company to mind, but
are intended to be less long lasting. The word
slogan comes from a Scottish word meaning
"battle cry." Your slogan goes with the battle
you are waging right now. That means
slogans are often used only for one product,
or one campaign. A slogan may change
regularly according to your campaigns to
"Where dreams
advertise a specific aspect of a product or
service, while a company tagline is used
come true"
consistently for a company as a whole. "I'm going to
Because slogans change often, they are Disneyland”
usually current and modern. It gives an "Where the
impression of being new and trendy. Some magic began"
marketers refer to slogans as product "Happiest
taglines, as opposed to company taglines. homecoming on
Example of Disneyland’s slogans from some
Earth"
of its campaigns
5 Elements of a Great Slogan
□ 1. It's to the Point
□ 2. It's Memorable
5. It's Believable
Jingle
□ Jingles are musical messages around the brand. They are
the extended musical slogans.
https://www.youtube.com/watch?v=trU-XxUqoFQ
JINGLE-BENEFITS
Shipping Carton
PACKAGING -OBJECTIVES
Assist at home
storage
coffee
Baking soda
Food
packaging
Miscellaneous packaging
Brand Elements
Packagin
Name Color Logo Mascot Slogan Jingle
g
Choice Criteria
1
Memorability
.
2
Meaningfulness
.
3 Likability
4 Transferability
5
Adaptability
.
6
Protect ability
.
CONCLUSION
□ Logo :
□ Mascot
muscular
Tanned
Bald
AT A GLANCE
□ Jingle
Mr. Clean gets rid of dirt and grime
And grease in just a minute
Mr. Clean will clean your whole house
And everything that's in it
■ Verse #1:
Verse #2: