MediaFilmExchange.co.uk Powerpoint

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MediaFilmExchange.co.uk Powerpoint

  1. 1. BRANDS
  2. 2. What is a Brand? <ul><li>A Brand is more than just a product. </li></ul><ul><li>A Brand = the product(s) </li></ul><ul><li>Successful Brands have powerful and recognisable brand images… </li></ul>+ Trademark (logo) + the Brand Name + Reputation
  3. 3. For Example… <ul><li>The Adidas Brand is… </li></ul><ul><li>The product(s) </li></ul>Plus…
  4. 4. <ul><li>The trademark </li></ul>Plus…
  5. 5. The Brand name Plus…
  6. 6. The reputation / atmosphere built around it.
  7. 7. What is a brand image? <ul><li>The brand image is the distinct identity or ‘personality’ which distinguishes it from any other brand of shirt / clothing / food / etc. </li></ul><ul><li>Brand images are reinforced through advertising and continued high product quality. </li></ul>
  8. 8. All brands have a sign which must be… <ul><li>Unique </li></ul><ul><li>Easily identifiable </li></ul><ul><li>Attention Grabbing </li></ul><ul><li>Visible </li></ul><ul><li>Understandable </li></ul><ul><li>Repeatable </li></ul>
  9. 9. Why do celebrities and sports personalities endorse products?
  10. 10. <ul><li>Sports personalities supply a sense of healthiness to product (even though it may not be a healthy product) </li></ul><ul><li>Celebrities add sex appeal to a products image. </li></ul><ul><li>If a personality / celebrity uses the product then it must work! </li></ul><ul><li>The personality / celebrity brings some of their own image to the product. </li></ul>Why do celebrities and sports personalities endorse products?
  11. 11. Crossbranding <ul><li>Crossbranding is when a company puts its mark on a wide range of products with nothing to do with the original product. </li></ul><ul><li>This allows customers to repeat successful purchases or move into new and untried areas with a ‘reliable guide’… </li></ul>For example…
  12. 12. Virgin Crossbranding <ul><li>Virgin originally was a brand of record labelling… </li></ul>
  13. 13. Now Virgin has crossbranded to other recognisable products… <ul><li>Virgin phones </li></ul><ul><li>Virgin Megastores </li></ul><ul><li>Virgin Airlines </li></ul>
  14. 14. Which Mobile Phone Brand will you choose? (Think about the Brand Image you wish to appeal to)

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