3 Brand Tag Line

Topics: Brand, Tagline, Jaws 2 Pages: 39 (414 words) Published: April 2, 2015
Intl Advertising

Jan 26 & 27

Intl Advertising 2015

49th

Feb 1 Sunday night

Intl Advertising 2015

Why Need a (Strong) Brand ?

Intl Advertising 2015

Interbrand 2014 Top 30

Intl Advertising 2015

Brand Valuation by Interbrand

https://www.youtube.com/watch?v=tK2ozWQ0HA4

Intl Advertising 2015

Value of a Strong Brand

Asset + Future potential + Goodwill

+
Brand Loyalty

Intl Advertising 2015

Intl Advertising 2015

Brand = Product

?

Intl Advertising 2015

x

Commodity
A “commodity” is a product or service that consumers find negligible difference in terms of quality and efficacy. Price is the only DIFFERENTIATOR!

Oxford Dictionary

Intl Advertising 2015

Value of a Strong Brand

Asset + Future potential + Goodwill

+
Brand Loyalty

+
De-commotization
Intl Advertising 2015

Intl Advertising 2015

What is (are) the thing(s)
that represent a Brand

?
Intl Advertising 2015

Brand represents by …








Intl Advertising 2015

Product
Name
Company
Logo
Color
Tag line


?

Intl Advertising 2015

Based on what did you cast your votes?

Intl Advertising 2015

How would you describe Doritos TVCs









Intl Advertising 2015

Funny
Light-hearted
Down-to-earth
Slice-of-life
A touch of surprise
Simple
Small budget


Which 2015 finalist TVC resembles
2014 winning TVC?

Intl Advertising 2015

Which 2015 TVC Finalists Represent
“For the Bold”

?
Intl Advertising 2015

What does “For The Bold” means

?
Intl Advertising 2015

Which TVC delivers “For The Bold” ?
TVC
• Flying Pig
• Manchild
• Angler (fishing)
• Who could go wrong
• Middle Seat
• Lemonade stand
• Mis-spelling Bee
• Trouble in the back
• Baby’s first word
• Selfish sneezers

Intl Advertising 2015

A name / body is meaningless
until
you give a SOUL to it!

Intl Advertising 2015

Intl Advertising 2015

Brand Tag Line

Intl Advertising 2015

Intl Advertising 2015

Open Happiness

Intl Advertising 2015

Live For Now

Intl Advertising 2015

Intl Advertising 2015

我就喜欢

Intl Advertising 2015

Intl Advertising 2015

Intl Advertising 2015

Intl Advertising 2015

Intl Advertising 2015

Intl Advertising 2015

Do you agree with any one
of those taglines

?
Intl Advertising 2015

Intl Advertising 2015

Groups
• Minimum – 3/group
• Maximum – 6/group

• Email your group mix to me before Feb 5

Intl Advertising 2015

intlad2015.blogspot.hk

Intl Advertising 2015

One separate session on Basic Advertising
for
students who haven’t had any advertising at all
Date / Time - TBC

Intl Advertising 2015

Pro and Against of a Brand Tagline
Pro

Against

• Establish a clear image

• Too restrictive

• Pre-empt the competitors

• Too much commitment

• Conveys the brand value / promise

• Nobody cares

• Remind the people involved what they • Difficult to execute should do to build / strength / protect
the brand

Intl Advertising 2015

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