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Soap stories or how one creative man became a father of branding



Theoretical part

 

Tanya Tаtneva

Branding – the key ingredients

The topic of my presentation is “Branding – the key ingredients”. I am going to give you some information which may be useful for those who still do not know if they are interested in this field of advertising or not. Moreover I will provide some examples to help the audience in understanding of the chosen theme. My speech will take around 10 minutes so I will not occupy a lot of your time. I hope you will enjoy it and find the provided information useful and interesting.

 

Ivan Podolyan

Current branding trends

Each year, 24/7 Wall St. regularly compiles a list of brands that are going to disappear in the near-term.

24/7 Wall St. has created a new range, which includes Sears, Sony Pictures, American Apparel, Nokia, Saab, A&W All-American Foods Restaurants, Soap Opera Digest, Sony Ericsson, MySpace, and Kellogg's Corn Pops..

This year's list of The Ten Brands That Will Disappear takes a methodical approach in deciding which brand would walk the plank. The major criteria were as follows: (1) a rapid fall-off in sales and steep losses; (2) disclosures by the parent of the brand that it might go out of business; (3) rapidly rising costs that are extremely unlikely to be recouped through higher prices; (4) companies which are sold; (5) companies that go into bankruptcy; (6) firms that have lost the great majority of their customers; or (7) operations with rapidly withering market share. Each of the ten brands on the list suffer from one or more of these problems. Each of the ten will be gone, based on those definitions, within 18 months.

The presentation I made will give you some information about the major causes, aspects and results of the its’ disappearance.

 

Kate Sereda

Co-branding

The theme of this presentation is co-branding, which is a significantly important element of branding system. The main idea and objective is to give the audience the general view of co-branding and it’s basic aspects. The presentation has consecutive and coherent order so that it would be easy for the audience to follow the presenter’s ideas.

The presentation stars with a brief introduction, explaining the term of co-branding and it’s importance and role in branding. Co-branding is quite a popular strategy that is used by numerous companies and brands so our era is time of alliances and partnerships. Companies form co-branding alliance to fulfill several goals, which conclusively are connected with strengthening the brand and its position.

There are several main types or models of co-branding given in the presentation. They are: promotional, ingredient, value chain and innovation based co-branding. Each type is examined and accompanied with a real-world example that provides the better understanding.

To give the overall view at the presentation, advantages and disadvantages are discussed and explained. Apart from that, some other negative sides are mentioned: dilution and devaluation that definitely can aslo bring the brand more harm than benefits.

At the end of the presentation one of the most successful real-world examples of co-branding is examined and analyzed – VISA card and its selective partnering that has gained worldwide recognition. This obvious case provides the audience with the better understanding of the co-branding problem.

At the end a conclusion is made, summarizing everything said before.

 

Practical examples

 

Julia Sivert

Soap stories or how one creative man became a father of branding

 

The theme of this presentation may sound a bit strange, however, in following ten minutes I am going to explain to you, what does it mean.
I am going to divide my presentation into some parts. Firstly, I will tell about Thomas J. Barrat, who is called a father of branding and about the product he was advertising. Secondly, I will tell you about innovations he brought into advertising. They are the following:
- creating an atmosphere
- positioning
- unusual decisions
- target audience
- using celebrities
As you can understand, all these terms, which are widely used by admen nowadays, were created to sell soap. Thus, it is worth telling about modern history of this brand. Then I am going to sum up my presentation.

You are welcome with your questions, however, it will be great if you leave them until the end of the presentation.

 







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