Creating an ad campaign for a new perfume brand

Please be seated in the groups you were working with last lesson.
You have roughly 20 mins to carry on working on a rough storyboard for a TV advert for the brand. the mock-up design of a print advert (for a magazine or billboard) for the brand. a new slogan to go with the brand. a description of the brand identity.

We will then be evaluating your work and feeding back

Criteria for success:

1.As a group, taking turns, explainyour storyboard for a TV advert, the mock-up design of a print advert, a new slogan and a description of the brand identity. 2.Has your group attempted all elements of the task? 3.How convincing is your idea? Do you think your product would sell? 4. Have you defined your audience? Have you aimed your campaign at your audience?

Brands

Lesson Objectives 1.To learn about brand identity and how it can be used to persuade customers to buy products. 2.To consider what makes an effective brand name and brand logo.

Starter task: Hands up! Name that logo!

What is a brand?
A product or manufacturer: a name, usually a trademark, of a product or manufacturer, or the product identified by this name. A recognisable type. Brands build up a good reputation so that customers will be loyal to them and trust them. A brand differentiates its product from competitors. When a company achieves brand status it has usually become successful. Brand identity is associated with the way that people feel about a product.

Looking at imagery in the logo of the brand Unilever, what products do you think Unilever make/sell?

Unilever is an Anglo Dutch multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. It is the world's third-largest consumer goods company measured by 2011 revenues (after Procter & Gamble and Nestl). One of the oldest multinational companies, it currently has operations in over 100 countries.

Brand identity: How you want the consumer to perceive your product or your brand. Companies want advertisers to try to bridge the gap between the brand image and the brand identity.

Some of the products Unilever sell

Task (3 mins): On your hand out write the product next to the icon that represents it.

When a brand name can go wrong!

Can you think of any others brands which are identified as having a poor reputation?

The worlds most valuable brands 2013

(reports business news and financial information)

Brand identity Case Study: Apple

History:
Founded in 1977, manufacturing personal computers. Apple has led the way with its innovative software and cutting edge technology. From the 1980s, Apple has designed and manufactured communication devices leading to the iPhone, iPod and iPad. It has a growing loyal customer base.

What does the Apple brand identity stand for? Innovative products. Application of ground-breaking technology. High quality, good looking products (design focused) that are well made and superior to their rivals. The symbol / logo that represents the company is instantly recognisable. Customers buy Apple products because they want to be associated with high quality and innovative technology.

What do you think the apple logo stands for?

Is it an effective logo? Yes or no (and why)?

What is customer loyalty and how does a brand promote this?

1. The Newton Crest: 1976-1976 Not surprisingly, the above logo only lasted a year before Steve Jobs commissioned graphic designer Rob Janoff to come up with something a little bit more modern. Janoffs eventual design would go on to become one of the most iconic and recognisable corporate logos in history.
2. The Rainbow Logo: 1976-1998 The bite in the Apple logo was originally implemented so that people would know that it represented an apple, and not a tomato. It also lent itself to a nerdy play on words (bite/byte), a fitting reference for a tech company. As for the rainbow stripes of the logo, Steve Jobs is rumoured to have insisted on using a colourful logo as a means to humanise the company. 3.The Monochrome Logo: 1998 Present Steve Jobs experimented with larger logos to make logos more prominent. If the shape of the Apple logo was universally recognisable, why not not put it where people could see it? Apple began placing sizeable and Monochrome styled logos on its products in all sorts of places on Apple products. This trend, continues to this day.

Task: On your own

1. Using your hand out and pens/pencils, create a new brand of shampoo. I am happy for you to use the computers for research but be careful about time. 2. Create an effective name for you brand and design a logo. 3. In order to get some feedback, your sheet will be passed on and peer assessed before the end of the lesson for WWW+EBI!

Home work: (to be written down in your journals) Complete some independent research in your books by answering the following questions which will help you in your controlled assessment. 1.Why is brand identity so important in building a reputation of a product? 2. Discuss the benefits and drawbacks of branding a product, with examples. Websites to help you: http://vicbrand.com/detail/what+are+the+disadvantages+of+branding/3472.h tml http://www.technologystudent.com/prddes1/brand1.html