Branding: Choosing Company Name, Logo, Slogan

928 words - 4 pages

Today's world is full of aggressive advertising. Ads can be found everywhere, from Internet, radio, and TV to buses, or beaches.Young entrepreneurs think that they will start a new business and succeed fast because they believe in their product.Meanwhile, despite the good quality of the product, it sells below expectations.Why is branding playing so important role in succeeding? What is branding? How can it influence the business?Key terms:1) Brand"A brand is a name, symbol or other feature that distinguishes a seller's goods or services in the marketplace"1Branding is being used to create and maintain a relationship between a company and society. It is creating a company's reputation.2) Logo"Corporate logos are symbols, usually designed for easy recognition, that are used to represent companies. Indeed, logos are a ubiquitouspresence on a wide range of materials distributed or maintained by companies, including store signs, business cards, major equipment,stationery, marketing materials, packaging, uniforms, etc."23) SloganSlogan is catch phrase used to promote the product or service and one of the key elements in a successful advertising campaign.We can see three steps in creating a visual identification of the companyStep 1 - NAMEThe very first step of building a good identity is name, which the company will get. It should be easy to memorize and understand."Choosing a right company's name is important as it provides potential customers with information about the product and forms the impressionabout the company."3Naming, which is creating of a name is one of the key marketing elements. There are companies that working only on branding. Big companiespay big bucks for such a service because they understand its importance.Step 2 - LOGOLogo is a visual symbol. Rules of building a logo are similar to the name: easy to recognition, gives impression. Plus, it has to be original, butsimple. Color palette should also be limited.There are several types of logos:1) Theme - represents the company's profile2) Graphic - nature's object: human, animal, or plant3) Abstract: usually a composition of geometric figures.VisualizationVisual identification is a group a logos, colors, and symbols that helps us recognize the company.Visual identification includes:-company's name-company's logo-colors-papers, envelopes, documents etc.-employees'' IDs-uniforms-billboards and advertisements-buildings-fleet-packagingStep 3 - SLOGANCompany slogans are short catch phrases are part of a verbal communication with the customers a build a corporate image. They are emphasizing an individuality, mission, or strategy. And being used to attract potential catch customer's attention and attract him to purchase a product. Slogans are usually short, rhyming or humorous.Paying for slogan is also one of the parts of the advertising campaign. For example, U.S Army paid 1 billion dollar (5 year contract) for "Army. Strong" slogan developed by McCann Worldgroup. The slogan "Army Strong"...

Find Another Essay On Branding: Choosing Company name, Logo, Slogan

Business Paper

1321 words - 6 pages name, logo, slogan, etc.) will allow consumers to easily identify your products from competitor products. Tweens are very brand-conscious, highly impressionable, and use popular brands to define themselves. The key to success when marketing to tweens is to let them define what their brand experiences will be, rather than trying to deliver the experiences as companies think they should be. This generation of tweens has learned how to create their

Evaluation of Subway's Branding and its SWOT analysis.

1336 words - 5 pages - Fred DeLuca and Dr. Peter Buck - realized the importance of developing a good brand name. There are several desirable qualities for a brand name. It should (i) suggest about the product's benefits and qualities, (ii) be easy to pronounce, recognize and remember, and (iii) distinctive.Subway has fulfilled all these qualities. Its slogan 'Eat Fresh" suggests the freshness of the ingredients used for the submarine sandwiches. Also, as Subway offers a

logos

569 words - 2 pages graphic design. This enhances the beauty of the eBay logo and shows that company is ever ready to make changes and is constantly growing. The abnormal capitalization of the alphabets projects that company is always ready to accept positive change. The letter B in the logo is not shown in its capital form, but the company name, however, is written as 'eBay'. Designers at CKS perceived the capital B to look like a roadblock in the center of the logo

logos

569 words - 2 pages graphic design. This enhances the beauty of the eBay logo and shows that company is ever ready to make changes and is constantly growing. The abnormal capitalization of the alphabets projects that company is always ready to accept positive change. The letter B in the logo is not shown in its capital form, but the company name, however, is written as 'eBay'. Designers at CKS perceived the capital B to look like a roadblock in the center of the logo

The Development of Brands and Branding

1866 words - 7 pages company and brand image has already been established. Branding can be traced back to the mid to late 1800s. At first, when industrialization occurred and factories shipped items out to be distributed, they would brand the company’s logo on the barrel or box in which it was being shipped (Drucker, McVarish 155). This could be when the word “brand” acquired a new meaning, that of the known image of a company, product, or service. When companies

Branding Strategies

1924 words - 8 pages Branding Strategies: From Creation to Extinction Outline I.     Introduction II.     Choosing the Brand Name A.     Take a Stand B.     Narrow the Focus C.     Beware of Brand Inflation D.     Expand the Business III.     Advertising the

History of Red Bull, an Energy Drink

2240 words - 9 pages , assist at-home storage and aid product consumption. The size and shape are made to satisfy mostly athletic people. All of Red Bull brand elements are highly protected by a lot of laws. To protect it’s brand name, Red Bull has paid a lot of money so that no other company could use similar name or package. The logo, slogan, jingle and character can not be imitated. As for the packaging the colors, the dividing of the colors and the shape are

city branding

7636 words - 31 pages and, especially, corporate branding has signifi cantly contributed towards the development of a city branding theory. In practice, however, there is an evident confusion of a wide branding strategy with one of its components, namely the design of a new logo and slogan or, at best, the development of a promotional campaign. This paper fi rst describes the rise of city branding and the reasons of its popularity and, after a short review of the basic

Sponsorship: A New Marketing Strategy

1679 words - 7 pages for a seniors golf tournament. According to Mateschitz the owner of Red Bull, they could either sponsor an event, where they could bring their branding and product forwards via product and brand placement, or if this wasn’t an option, invent their own event from the ground up and host it themselves. The benefits of the latter for Red Bull were that it meant they got to control all aspects of the event, from the name and logo to promotions used

How to Build Brands within Framework of Low Cost Leadership Strategy

2890 words - 12 pages etc.) starts from the awareness to consumer. Continuous marketing efforts take Brands thorough the process of customer identification to a stage where customer make the usage of a product, part of his personality.In broader sense "A symbol, logo, name, design or anything that differentiate a product from that of its competitors is known as Brand". This definition leads us to the roots of Branding in ancient world. Among many different views of the

New Brand Development - Reach Ring

2645 words - 11 pages unlimited access and provides instant entry to large quantity of comparative information about products, companies and promotions. Moreover, company will benefit from the website on building customer relationships, reduces costs and increases efficiency. 3.3 LogoReachLogo is a symbol designed for easy recognition and uses to represent the company. Rules of building a logo are almost the same as create a brand name. A logo needs to be easy to

Similar Essays

Logos And Taglines: Distinctions In Marketing

941 words - 4 pages and identify with the products your company sells. Therefore, when starting a business extensive research and creativity should go into choosing both a logo and a tagline that differentiates your product from all others within your market. Logos Take a moment to think about famous logos around the world, what factors do most have in common? Usually it is a design or stylized lettering that is simple and unforgettable. Now think about Apple

Branding: How Important Can A Symbol Really Be?

1633 words - 7 pages the music business in particular. If you have a specific sound, logo, set of colors, slogan or even a specific look that can be associated with you or your band or company, you have a brand. Having a strong brand can very well influence the buying decision of the consumer. It creates an emotional attachment or a kind of trust on your products (albums, records, tracks etc.), that helps your specific “market” or consumers to, on a somewhat

The Power Of Branding Essay

2713 words - 11 pages by Silicon Valley founders, Robert Noyce and Gordon Moore that designed the logo with “dropped e”. (Fig. 3.1) After the “dropped e” version, they modified the logo to a “swoosh” around the company’s name, Intel. (Fig 3.2) The new Intel logo means to take lead in the future. In addition, the choosing of light blue in their logo is to bring a good impression and the power of the company. Furthermore, Intel uses a very clear and simple font to give

Proctor And Gamble Essay

801 words - 3 pages for various cleaning chores. But as time passed so did the nameless products. P&G imprinted their soaps with their company logo and on the wrappers. This early form of product branding virtually imbedded the name of their product in the minds of their customers. For a short time Proctor and Gamble offered small metal coupons that offered a predetermined amount of money off the next purchase of Ivory soap. This marketing ploy did not last long