Taglines & slogans

Slogan, when the word slogan comes to mind, the first thing it is related with is a simple sentence that follows a brand, but it is mucho more than that. It all goes back to the 16^th Century; it was a cry from the Scottish Gaelic. This word was sluagh-gairm, which means army shout; it was used to convince the army to go and fight, it certainly not used to persuade someone to buy certain product or certain brand, but still had to be simple, clear and memorable. Now-a-days it has the same principle, which is to convince the brand’s prospects that their brand is better than the others.

Besides getting the prospects attention, the slogan can help them decipher what is exactly what the brand does. Sometimes the brand name may be simple, so simple it may not describe what it is it does, here is where the slogan fulfills its other use, communicate what the brand does. An example for this is HSBC’s slogan, “The World’s Local Bank”, the name does not tell you what it does, and the slogan does. 

Sometimes the name does communicate what it does and the slogan helps to make the brand stronger.

One of the best slogans out there is Nike’s “Just do it”, it is very good example of a good slogan, when people think of Nike they tend to think sports but in a sophisticated way. This also happens when they hear “Just do it”, this slogan has become so powerful there is no need to say the brand when you hear it. People are so used to it, they may sometimes use is in their daily lives.

People are attacked by slogans of every kind of brand every day of their lives, they can start seeing them as a normal thing, it is important that a brand’s slogan pops from the rest of them. When they start remembering them, it means that the slogan has worked, the results will not always be right away, the brands have to be patient and wait, 

but once a catchy phrase is in a person’s mind, it is hard to get it out, with a good slogan it will happen. 

Miriam A. López Orozco

Imagen de marca

Paco Melo

Tarea #3

Resultados de aprendizaje: 1

Análisis - Marca & el manejo de marcas

Un concepto sumamente importante en la publicidad es el  de manejo de marca.  Es un concepto que es muy utilizado, cosa que puede llevar a malinterpretaciones, para evitar esto se ha desarrollado una lista de conceptos que divide lo que es y lo que no es considerado manejo de marca. Entre la lista se encuentran que le manejo de marca es: una herramienta de gran importancia para crear y mantener el producto en la mente del consumidor, un elemento primordial para crear valor en el cliente, un punto de vista estratégico, entre otros.

La marca puede llegar a ser confundida con los logotipos, nombres y diseños de un producto, es mucho mas que solamente eso. La sociedad puede percibir la marca de distintas maneras, a pesar de que un producto cuente con toda la imagen corporativa, puede que no sea considerado una marca porque no le es familiar. Cuando una nueva marca es lanzada al mercado se debe de tomar en cuenta que hay que llegar al prospecto de una manera sutil, que se pueda relacionar con ella, y así poder darle una oportunidad.  La experiencia de una marca con la personas es lo que define si la aceptaran o no.

Existen cuatro elementos que tiene una gran influencia en como las personas establecen la marca en sus mentes, son las empresas, la cultura popular, los clientes, y los que influyen. En cierta manera, lo que una persona haya escuchado por medio de cualquiera de los cuatro elementos, tendrá un efecto, ya sea negativo o positivo, en como ven la marca.

Para que una marca tenga éxito, distintas estrategias deben de haberse planeado para ayudar a la marca a posicionarse dentro de la mente del consumidor como la primera opción. Para diseñar una estrategia efectiva se deben de seguir cuatro pasos: identificar las metas que la marca puede alcanzar, plasmar la cultura de la marca que ya existe, realizar un análisis de la competencia y el entorno para poder identificar las oportunidades del manejo de la marca, y diseño de la estrategia. Los tipos de estrategias varían, desde empaque, publicidad, hasta promociones en los productos.

El manejo de la marca es elemental cuando la marca se quiere lanzar al mercado ya que una de sus prioridades es mantener el producto en la mente del consumidor. Si por alguna razón el consumidor perdiera el interés en la marca a la que consume, una de las razones sería un mal uso del manejo de marca, demostrando así la parte elemental del manejo de marca.

Brand & meaning

Our world is filled with many things, people, buildings, objects, nature, and brands. Brands have a huge impact on us even if we do not realize it. Having the option to choose between so many brands for one thing is something we have grown used to because of the type of world we live in is in constant change due to globalization and the exchange of brands.

Some of the impact brands have on us have to do with our feelings of nostalgic, they may return us to our childhood if it was a brand our parents used to buy or it may remind us of someone we care about. These turn into personal values because it is when the brand stops being what you are buying the item for and goes on to being what it reminds you of when you buy it.  These effects that brands have are very important in order to maintain it where it is, once we have an emotional attachment to something, be it a brands, a garment or anything, it is more difficult for us to step away from it, and consequently brand loyalty is created.

“You cannot discover new oceans unless you have the courage to lose sight of the shore.”

This phrase caught my attention because it says something that is true and that is exactly what happens when you have an attachment to some brand and you cannot stop purchasing it, until you do you will have loosen sight of the shore.

The two main drivers, that determine what, when, and why we purchase things are our want and our needs. The mayor difference between these two is that a want is something our mind tells us we have to buy, but in reality it does no have to be precisely that object. On the other hand, a need is something we have to buy, like food, something to drink, personal objects, because we need them in order to keep us alive. Brands offer us the difference between wants and needs, if you buy something just because it is a better brand, you are relying on a want because you could be buying the same object that has the same function for less, it being a need. 

Emotions have a great influence in what we do in our daily lives, including purchasing things. It there was no affection to any brand, they would not be as important as they are today, in a way they reflect who you are because each one of them has its own personality, just like everyone of us.