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Branding

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by

Jesse Gusek

on 15 March 2015

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Transcript of Branding

Starbucks
"Gather 'round the good stuff" (early 2007)
"Now you're eating" (2008-2009)
"Your favourites" (2009-2012)
Positive:
"Wite Out"
Fun Fact! The definition of "wite" is:
a fine imposed by a king or lord on a subject who committed a serious crime
. Therefore the correction glue is the king and the mistake you made on the page is the serious crime and the king is correcting the crime.
Kate Spade
Puma
BMW
"Sheer driving pleasure"
Branding
Haleema Khan, Jesse Gusek, and Charmi Shah
Pizza Hut
Negative:
"Coors"
Molson Coors is a beer company and distributor that brews the world's favourite beer brands.

In 1983, Coors invented a Mascot called "BeerWolf" to market its beers during the Halloween season. Along with the Wolf came the slogan

"Turn it Loose"
!

Unfortunately, Coors later learned that "Turn it Loose" translated to "Suffer from Diarrhea" in Spanish. Therefore the company changed its name to "You bring out the Beast in Me" because their original slogan was negatively associating its beer with symptoms of diarrhea.
vs. "Correction Glue"
The End
Slogan:
"
L
i
v
e

C
o
l
o
r
f
u
l
l
y
"
"Go for Greatness! Pizza Hut! Make it Great!"
Why?
- everyone loves pizza
- Pizza Hut is well known
- Pizza Hut has a unique and recognizable logo
Why chosen:
-very vibrant,
perky
identity
-
classy
reputation (clothes are for young ladies)
-spade is a
clever
, recognizable symbol
Slogan= "Good. Clean. Fun"
2012
Bic
is a company best known for their disposable consumer products such as lighters, razors, ball point pens, and printed paper products
They also invented "Wite Out" tape/glue
the success of this product has replaced the generic name of correction tape/glue in the minds of consumers to white out
“Fastest Sports Brand in the World”
Puma wants to create fast products for the fastest athletes in the world
Core identity has always been to be one of the proudest and strongest sports brands in the industry
"Belief Makes The Difference"
"The Nature of Performance"
"Forever Faster"
"The ultimate driving machine"
Why Chosen:
easy to identify
classy reputation
recognizable body
New mission statement every year
Why Chosen:
good quality products
recognizable and unique logo
lifestyle brand
Why chosen:
-has a unique, sophisticated identity
-quality food products (organic)
-luxurious coffee experience

Mission Statement:
"To inspire and nurture the

human spirit one person, one cup and one
neighbourhood at a time."
Full transcript