The affects of Recession...Decrease in sales at tesco
http://www.guardian.co.uk/business/2008/jun/10/tesco.supermarkets
Tesco value experiment, a student eat sleeps and drinks tesco value products for one week to see the affects
http://www.timesonline.co.uk/tol/life_and_style/education/student/student_life/article3030789.ece
Reasons behind why tesco value products are unattractive...
http://www.economicshelp.org/blog/economics/tesco-value/
Sunday 23 August 2009
Guess the brand slogans
'Have it your way!'
'Eight out of ten cats prefer...?'
'You know the big dollops right!'
'Obey your thirst!'
'Top breeders recommend it!'
'Quality never goes out of style'
'Finger lickin good'
'They're G rr eat!'
'The best a man can get'
'For hands that do dishes'
'Don't leave home without it!'
'It's good to talk'
'Probably the best beer in the world!'
'Snap, Crackle, Pop!'
'because im worth it'
'Maybe shes born with it, maybe its....'
'Lick the lid of life'
'Eight out of ten cats prefer...?'
'You know the big dollops right!'
'Obey your thirst!'
'Top breeders recommend it!'
'Quality never goes out of style'
'Finger lickin good'
'They're G rr eat!'
'The best a man can get'
'For hands that do dishes'
'Don't leave home without it!'
'It's good to talk'
'Probably the best beer in the world!'
'Snap, Crackle, Pop!'
'because im worth it'
'Maybe shes born with it, maybe its....'
'Lick the lid of life'
Neil Boorman Bonfire of the Brands
Average number of ads we are exposed to each day: 3000
Average number of ads we are exposed to by the age of 65: 2 million
Number of billboards lining the streets in America: 500,000
Average number of brand names memorised by a 10 year old: 400
Remove every decorative aspect from the product and leave it just with the functions, debranded products are less attractive to the eye pretty much like homebrands.
Top 10 Superbrands
1 Microsoft
2 BBC
3 British Airways
4 Mercedes-Benz
5 Porsche
6 Marks & Spencer
7 Google
8 Heinz
9 Duracell
10 Sony
2006/2007
http://www.superbrands.uk.com/
Average number of ads we are exposed to by the age of 65: 2 million
Number of billboards lining the streets in America: 500,000
Average number of brand names memorised by a 10 year old: 400
Remove every decorative aspect from the product and leave it just with the functions, debranded products are less attractive to the eye pretty much like homebrands.
Top 10 Superbrands
1 Microsoft
2 BBC
3 British Airways
4 Mercedes-Benz
5 Porsche
6 Marks & Spencer
7 Google
8 Heinz
9 Duracell
10 Sony
2006/2007
http://www.superbrands.uk.com/
Monday 10 August 2009
Changes to existing Brands
Logos that have been changed
http://www.underconsideration.com/brandnew/archives/brand_new_best_worst_2008.php
Pepsi and coca cold logos
Tropicana is to stick with old packaging as there was an uproar from consumers when the packaging was redesigned by Arnell Group
http://www.graphicdesignblog.org/pepsi-and-coca-cola-logo-evolution/
http://www.thedieline.com/blog/2009/02/tropicana-to-return-to-old-packaging-design-.html
http://www.underconsideration.com/brandnew/archives/brand_new_best_worst_2008.php
Pepsi and coca cold logos
Tropicana is to stick with old packaging as there was an uproar from consumers when the packaging was redesigned by Arnell Group
http://www.graphicdesignblog.org/pepsi-and-coca-cola-logo-evolution/
http://www.thedieline.com/blog/2009/02/tropicana-to-return-to-old-packaging-design-.html
Tuesday 4 August 2009
Branding Understood
Brand Value: The other way in which convergence generates value is by spreading brand value to new products and services, which have the potential to invert.
Brand Personality: This is the psychological nature of a particular brand as intended by its sellers, though persons in the marketplace may see the brand otherwise (called brand image).
Brand Extension: Process by which a company develops new products to be marketed under an existing brand name.
History of Branding
http://www.slideshare.net/paulsjr/brief-history-of-branding
We tend to think of branding as a modern day phenomenon. Certainly, during the late 1990s and the early 2000s, branding emerged as a significant area of emphasis not only for companies and their products, but also for municipalities, universities, other non-profit organizations and even individuals. Branding became ubiquitous. Many of us also know that Proctor & Gamble and other consumer product companies began branding their products in earnest in the mid-to-late 1800s. But more interesting to me is how far back in time branding goes. For instance, companies that sold patented medicines and tobacco began branding their products as early as the early 1800s. Around the same time, some fraternities and sororities branded their pledges (literally) during initiation rites as a form of identification and bonding, a practice that has long since been identified as hazing and therefore abandoned. But that is still recent history -- relatively.
Between the 1600s and 1800s, criminals were branded (again literally) as a form of punishment and identification. For instance, in England, they branded an S on a person's cheek, while in France, they branded a fleur de lis on the shoulder. As repugnant as it may be to us today, slaves were also branded roughly during the same time period to connote ownership. In the 1200s, England required bread makers, goldsmiths and silversmiths to put their marks on goods, primarily to insure honesty in measurement. In the Medieval times, printers also used marks as did paper makers (watermarks) and various other craft guilds.
But branding goes back even further. As far back as 1300 BC, potter's marks were used on pottery and porcelain in China, Greece, Rome and India. Branding of cattle and livestock go back as far as 2000 BC. And archaeologists have found evidence of advertising among Babylonians dating back to 3000 BC. So, how far back does branding go? At least 5000 years.
What is more interesting to me are underlying needs from which branding originated: to insure honesty, provide quality assurance, identify source or ownership, hold producers responsible, differentiate, as a form of identification and to create emotional bonding. Interestingly, people value brands for many of the same reasons today. Clearly, history provides some insight and perspective on modern day branding.
Brand Personality: This is the psychological nature of a particular brand as intended by its sellers, though persons in the marketplace may see the brand otherwise (called brand image).
Brand Extension: Process by which a company develops new products to be marketed under an existing brand name.
History of Branding
http://www.slideshare.net/paulsjr/brief-history-of-branding
We tend to think of branding as a modern day phenomenon. Certainly, during the late 1990s and the early 2000s, branding emerged as a significant area of emphasis not only for companies and their products, but also for municipalities, universities, other non-profit organizations and even individuals. Branding became ubiquitous. Many of us also know that Proctor & Gamble and other consumer product companies began branding their products in earnest in the mid-to-late 1800s. But more interesting to me is how far back in time branding goes. For instance, companies that sold patented medicines and tobacco began branding their products as early as the early 1800s. Around the same time, some fraternities and sororities branded their pledges (literally) during initiation rites as a form of identification and bonding, a practice that has long since been identified as hazing and therefore abandoned. But that is still recent history -- relatively.
Between the 1600s and 1800s, criminals were branded (again literally) as a form of punishment and identification. For instance, in England, they branded an S on a person's cheek, while in France, they branded a fleur de lis on the shoulder. As repugnant as it may be to us today, slaves were also branded roughly during the same time period to connote ownership. In the 1200s, England required bread makers, goldsmiths and silversmiths to put their marks on goods, primarily to insure honesty in measurement. In the Medieval times, printers also used marks as did paper makers (watermarks) and various other craft guilds.
But branding goes back even further. As far back as 1300 BC, potter's marks were used on pottery and porcelain in China, Greece, Rome and India. Branding of cattle and livestock go back as far as 2000 BC. And archaeologists have found evidence of advertising among Babylonians dating back to 3000 BC. So, how far back does branding go? At least 5000 years.
What is more interesting to me are underlying needs from which branding originated: to insure honesty, provide quality assurance, identify source or ownership, hold producers responsible, differentiate, as a form of identification and to create emotional bonding. Interestingly, people value brands for many of the same reasons today. Clearly, history provides some insight and perspective on modern day branding.
5 rebrands that caused the most upset
The olympic 2012 logo
Although not a rebrand entirely, the nature of the logo does follow on from previous Olympics and continues the history of Olympic logos. The London 2012 organisation themselves say; “Our emblem is simple, distinct, bold and buzzing with energy. It’s form is inclusive yet consistent and has incredible flexibility to encourage access and participation. It can communicate with anyone from commercial organisations to kids playing sport.”
Pepsi
In 2008 Pepsi Co revealed their $1.2Billion branding exercise that is set to change the appearance of the Pepsi logo and packaging in aim to reconnect with consumers. The new logo uses a series of white stripes, known as smiles, which vary in width between Pepsi, Diet Pepsi and Pepsi Max.
Wacom
Wacom are commonly known for their graphics tablet products. Back in late 2007 they revealed their redesigned logo and brand, designed by Wolff Olins, who had previously been featured as the agency behind the the London 2012 logo.
Animal Planet
The Discovery Channel’s Animal Planet was due a revamp, this fresh logo aims to drive out the raw, visceral emotion in the animal kingdom. Unfortunately it led to bring out confusion and bewilderment from the public.
Capital One
Rebranding is usually undertaken to freshen up an image or push it into the future, Capital One on the other hand, decided to head back in time ten years and add a swoosh to their logo.
http://logodesignerblog.com/5-recent-rebrands-that-caused-the-most-upset/
Although not a rebrand entirely, the nature of the logo does follow on from previous Olympics and continues the history of Olympic logos. The London 2012 organisation themselves say; “Our emblem is simple, distinct, bold and buzzing with energy. It’s form is inclusive yet consistent and has incredible flexibility to encourage access and participation. It can communicate with anyone from commercial organisations to kids playing sport.”
Pepsi
In 2008 Pepsi Co revealed their $1.2Billion branding exercise that is set to change the appearance of the Pepsi logo and packaging in aim to reconnect with consumers. The new logo uses a series of white stripes, known as smiles, which vary in width between Pepsi, Diet Pepsi and Pepsi Max.
Wacom
Wacom are commonly known for their graphics tablet products. Back in late 2007 they revealed their redesigned logo and brand, designed by Wolff Olins, who had previously been featured as the agency behind the the London 2012 logo.
Animal Planet
The Discovery Channel’s Animal Planet was due a revamp, this fresh logo aims to drive out the raw, visceral emotion in the animal kingdom. Unfortunately it led to bring out confusion and bewilderment from the public.
Capital One
Rebranding is usually undertaken to freshen up an image or push it into the future, Capital One on the other hand, decided to head back in time ten years and add a swoosh to their logo.
http://logodesignerblog.com/5-recent-rebrands-that-caused-the-most-upset/
Rebranded
Top ten best selling brands in britain
Data from over 74,000 supermarkets and convenience stores across the UK shows some interesting trends. The top selling brands reveal much about eating habits.
Check this out.
Coca-Cola
Warburtons
Walkers
Hovis
Cadbury Dairy Milk
Nescafe
Andrex
Lucozade
Kingsmill
Robinsons
Examples of businesses (past and present) that have taken a decision to re-brand an existing product in an attempt to boost sales or reposition the brand in the eyes of the customer.
Sunny Delight re-launches with SClub
Procter & Gamble (P&G) signed up pop group SClub (formerly S Club 7) for a £2m summer promotion for fruit drink brand Sunny Delight. The partnership with SClub was the cornerstone of a £12m Sunny Delight re-launch in 2002. It was the first celebrity tie-up for the brand.
Buyers who save eight labels from Sunny Delight products will be able to send off for an exclusive SClub CD. The CD included a track called Hey Kitty, taken from an SClub album, and also featured interviews with the band recorded for Sunny Delight on the set of the SClub television programme.
The promotion was supported by a TV advertising campaign also featuring SClub, and an SMS text messaging campaign.
Why did P&G need to re-launch Sunny Delight?
P&G were required to reformulate Sunny Delight after a 35 per cent drop in sales following comments from the Food Commission over the effect of the brand on children's health and criticism that the product was packaged to look like a fruit juice. Also claimed to turn children orange if they drank too much Sunny Delight
The new Sunny Delight will be available in four sugar-free flavours and its packaging has been redesigned.
Original Packaging
Logo change
statistics
Lego axes sub-brands by re-branding its entire product range.
Lego is re-branded its entire product range and introduced a new slogan to simplify what the Lego brand stands for. Lego says that in the past, consumers were confused by the different sub-brands, such as Lego Technic, Duplo and Primo, and not realised that they were all part of the Lego group.
From the start of 2003 all products will be grouped under four new categories:
• Explore • Make & Create • Stories & Action • Next
Each of these new categories is represented by their own set of colours.
The new product structure replaces the previous branding structure which largely categorised Lego products by target age range.
At the same time, a new slogan called "Play on", will come into effect, replacing "Just Imagine". It is meant to represent the five values behind Lego: creativity, imagination, learning, fun and quality.
Data from over 74,000 supermarkets and convenience stores across the UK shows some interesting trends. The top selling brands reveal much about eating habits.
Check this out.
Coca-Cola
Warburtons
Walkers
Hovis
Cadbury Dairy Milk
Nescafe
Andrex
Lucozade
Kingsmill
Robinsons
Examples of businesses (past and present) that have taken a decision to re-brand an existing product in an attempt to boost sales or reposition the brand in the eyes of the customer.
Sunny Delight re-launches with SClub
Procter & Gamble (P&G) signed up pop group SClub (formerly S Club 7) for a £2m summer promotion for fruit drink brand Sunny Delight. The partnership with SClub was the cornerstone of a £12m Sunny Delight re-launch in 2002. It was the first celebrity tie-up for the brand.
Buyers who save eight labels from Sunny Delight products will be able to send off for an exclusive SClub CD. The CD included a track called Hey Kitty, taken from an SClub album, and also featured interviews with the band recorded for Sunny Delight on the set of the SClub television programme.
The promotion was supported by a TV advertising campaign also featuring SClub, and an SMS text messaging campaign.
Why did P&G need to re-launch Sunny Delight?
P&G were required to reformulate Sunny Delight after a 35 per cent drop in sales following comments from the Food Commission over the effect of the brand on children's health and criticism that the product was packaged to look like a fruit juice. Also claimed to turn children orange if they drank too much Sunny Delight
The new Sunny Delight will be available in four sugar-free flavours and its packaging has been redesigned.
Original Packaging
Logo change
statistics
Lego axes sub-brands by re-branding its entire product range.
Lego is re-branded its entire product range and introduced a new slogan to simplify what the Lego brand stands for. Lego says that in the past, consumers were confused by the different sub-brands, such as Lego Technic, Duplo and Primo, and not realised that they were all part of the Lego group.
From the start of 2003 all products will be grouped under four new categories:
• Explore • Make & Create • Stories & Action • Next
Each of these new categories is represented by their own set of colours.
The new product structure replaces the previous branding structure which largely categorised Lego products by target age range.
At the same time, a new slogan called "Play on", will come into effect, replacing "Just Imagine". It is meant to represent the five values behind Lego: creativity, imagination, learning, fun and quality.
Dissertation Proposal
Dissertation Topic
Brand Identity and Packaging does it sell products?
I am going to research and annalyse if the packaging and advertisement of a product is the reason why it is consumed and whether the recession at this time has had any impact on sales and increased demand for home brands
Is rebranding proven to increase the sales of an existing product?
Do we consume items for the packaging rather than the product itself?
Are home brands avoided because they aren't necessarily good for our health or is it because they aren't good for ourself image?
Is it the brand that commits us to buying a product because of their commercial promise or is brand consuming a way to fuel our identities?
Brand Identity and Packaging does it sell products?
I am going to research and annalyse if the packaging and advertisement of a product is the reason why it is consumed and whether the recession at this time has had any impact on sales and increased demand for home brands
Is rebranding proven to increase the sales of an existing product?
Do we consume items for the packaging rather than the product itself?
Are home brands avoided because they aren't necessarily good for our health or is it because they aren't good for ourself image?
Is it the brand that commits us to buying a product because of their commercial promise or is brand consuming a way to fuel our identities?
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