The presentation introduces LINGO, a wireless translation device that translates languages in real-time. It can translate between major languages like English, Spanish, French, and Mandarin. LINGO is positioned as a product for frequent travelers that provides unlimited communication across cultures, unlike traditional translation methods. Market research shows a target market of professionals, students, and homemakers aged 18-75 who enjoy traveling and exploring new places. The brand elements of LINGO include its name, slogan of "Say Hi to the World", and simple yet memorable logo.

1. New Brand Design Presentation

2. IntroductionProduct name: LINGO – The wireless translatorRationale:Very new and unknown productState of the artA dream productExpect high demandsNew categoryChallenging to create the brand

3. What’s LINGO?LINGO is the first portable communication device that translates languages without any time lag.ProductsEarphoneMicrophoneSpeakerChargerLanguageMajor languages: English, Spanish, French, Mandarin, etc.Optional: Other languages Covered 44 languagesInstalledVoice: Man or Woman

4. Demonstration Jeff: Hello, how are you? Fede: Good Jeff: Can I ask you a question? Fede: Sure Jeff: Where is the closest bank? Fede: Go straight and turn right, you will see it. Jeff: Thank you! Fede: You are welcome. Good luck!

5. CompetitorsDirect Competition Indirect Competition Human Translators

6. Electronic Translators

7. Online Translators (Eg. Google) Tour guide

8. Dictionaries

9. Language Schools

10. Mobile, ComputersPrimary target marketDemographicPsychographic Age- 18 – 75 years

11. Income – Mid to High Income

12. Occupation- professionals, Students, Homemakers

13. Life style- Comfortable, Confident seeks convenience

14. Hobbies/Interests- Loves traveling, exploring new places, new ideasCustomer-Based-Brand Equity

15. PositioningPOPsPODsInterpreter

16. IBM translation receiver

17. Voice recognition software/device

18. Dictionaries (paper/electric, iPods, iPhones)Tour guide/conductor

19. Real-time translation

20. Stand alone solution

21. Easy operation

22. Cross-cultural communication without learning language

23. Only device with full function to talk in foreign language, in the marketPositioningCustomer’s ProfileCustomer’s Profile

24. Business person

25. Frequent traveler

26. Elderly traveler

27. Scholar

28. Movie goers

29. Emergency servicesPositioningBrand positioning statement For frequent travelers or business persons who wants or needs to communicate with people all over the world, Lingo is a instant wireless translation device that provides unlimited communication, unlike any other product.

30. PositioningBrand positioning mapFast translationTranslatorsHigh MobilityLow mobilityOnline translatorsSlow translation

31. PositioningBrand positioning mapHigh priceTranslatorsHigh MobilityLow mobilityOnline translatorsLow price

32. Brand elementsName: LINGO- The portable communication deviceURL: www.lingo.comMemorablitySimpleEase of pronunciation and spellingMeaningfulnessEasy to understandEspecially foreign languageExpressions used by a particular group of peopleLikabilityFriendly, preciseTransferabilityNew categoryAdaptableBy changing tagline

33. Brand elementsLogos Slogan:MemorabilityMeaningfulnessHigh technologyConnecting CommunicationLikabilitySophisticatedPersuasiveTransferabilityNew categoryProtectabilitySay Hi! to the world

34. Packaging: MemorabilitySimpleEasy to carryMeaningfulnessThe last dictionaryLikabilityClassy packagingBrand elements