Section 1 AdvertsAdvertising is:
• A message from vendor (seller)/manufacturer (maker) to consumer
• Intended to give information which will influence consumer choice
• Aimed at a known audience (target)
• Paid for
Brands
A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, the Adidas three stripes). Brand Identity is created by using the following:
1. Brand Essence – a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence
2. Brand Slogan – a public way of identifying the brand for consumers – often associated with a logo
3. Brand Personality – marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour
4. Brand Values – what does it stand for/against?
5. Brand Appearance – What does it look/sound/taste like?
6. Brand Heritage – how long has it been around? does it have customers who have been loyal to it for many years?
7. Emotional benefits – how it avoids/reduces pain or increases pleasure
8. Hard benefits – bigger? better? cheaper? washes whiter?
Task 2 Identify at least 15 of the 20 brands in the example on the sheet your teacher will give you.
