This is my end project for Foundations Of Marketing, this project is focused on the section about product and branding (Chapter 6 I believe)

1. Product & Branding
Jayden Hayes
Mrs. N. Brar
Foundations Of Marketing
2 August 2020

2. What is a
Brand?
A mark, symbol, or name
that is usually identified
or associated with a
certain company
Companies use their
brands in an
assortment of ways
(including advertising
and packaging!)
Companies use
brands to increase
awareness of their
products
Having a strong
brand can create
competitive
advantage and
customer loyalty

3. ~Things To Remember When Creating A Brand~
❖ The name and symbol should translate across different borders
➢ Make sure brand name or logo is not offensive or misinterpreted in other places you may want
to expand to
❖ Have a distinctive logo, color palette, and name
➢ You do not want your company and products being mixed up with a competitor or someone
who has a different company image than you want to portray
❖ Create a strong and clear message, vision, and objective for your brand
❖ Be consistent with your quality of products and meeting your customer’s
expectations to increase brand loyalty

4. ~Types Of Brands~
Corporate PersonalProduct

5. ~Corporate
Brand~
● Parent Company
● Quality and reputation
across their different product
lines
● The company brand helps
new products be better well-
received
Example: Coca-Cola
-Brand is Recognizable
-Pepsi vs Coke products
-Coca-Cola loyal customers will be
willing to try a new drink they create
simply because it is made by this
company

6. ~Product
Brand~
● Individual Product or
Product Lines
● Marketed different from
each other, but owned by
the same parent company
Example: Apple Products
-Parent Company is Apple
-Iphone, Ipad, MacBook, Airpods,
etc.
-Consumers may prefer a Windows
computer, but be product loyal to
Iphone, the phone and computer
are marketed differently because
they satisfy different needs

7. ~Personal
Brand~
● Your Reputation
● How people see you
● How you portray yourself
Example: Charli D’Amelio
-Seen as a fun, upbeat, and
positive Tik Tok dancer
-Proves to be an Ally to people of
color, the LGBTQ+ community, and
more
-Her personal brand is being a
positive role model and fighting for
what she believes is right

8. ~Failed Brands~
Product Brand Fail
Colgate, who is a well-known toothpaste
company tried to expand their brand into frozen
food and failed.
Customers were confused as to why they were
seeing the toothpaste brand’s name on food
items.
It failed because their new line failed and sales
on their toothpaste were low for awhile as well.
Personal and Corporate Brand Fail
In 2016, YouTube personality Jake Paul was
casted in a Disney Channel Show
Disney is known for being a kids entertainment
channel and is trusted by parents to provide
good role models for their children.
At the time of his show, Paul was involved in
scandals on YouTube and his personal brand
conflicted with Disney’s corporate brand which
led to him ultimately being released from his
contract with them.

9. ~Successful Brand~
Amazon
This company has global recognition and their
brand name and logo translates nicely across
borders.
When people see their logo or hear the name
“Amazon” they almost immediately think of the
shopping website.
Their logo is found on all their packaging, their
trucks, commercials, website, and more.
They also consistently deliver good service and
meet customer expectations (2 day delivery,
amazon music/video, etc.)

10. How do I
create my own
brand?
pick a name that
represents the company,
product, or person well
make sure it is not
already taken or there
is nothing too similar
to it
create a logo that
correctly fits the
message you want to
portray
make sure all parts of your
company, product, or person fit
your brand. Ex:don’t have a
charity button for your customers
to donate to but not make your
own donations or contributions to
charity