Favorite brands and products

College of multilevel professional education

 

 

 

 

Report

 

Topic: “Favorite brands and products”

 

 

 

 

 

 

By student J.Marchukova

Group № 31-10

Specialization:

“economy and accounting”

Curator: O. Moskvicheva

 

 

 

 

 

 

 

 

Moscow, 2013

 

Content

 

1. The concept of brand 3
2. Brand elements 3
3. Types of brand names 4
4. The story of «McDonald’s» 5
5. The story of «Coca-Cola» 6
6. The Walt Disney Company 7

 

 

 

The concept of brand

 

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a Corporation.

Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.

Brand elements

Brands typically are made up of various elements, such as:

Name: The word or words used to identify a company, product, service, or concept.

Logo: The visual trademark that identifies the brand.

Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand.

Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.

Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.

Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.

Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.

Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.

Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.

Movements: Lamborghini has trademarked the upward motion of its car doors.

Types of brand names

Brand names come in many styles. A few include:

Initialism: A name made of initials such, as UPS or IBM

Descriptive: Names that describe a product benefit or function, such as Whole Foods or Airbus

Alliteration and rhyme: Names that are fun to say and stick in the mind, such as Reese's Pieces or Dunkin' Donuts

Evocative: Names that evoke a relevant vivid image, such as Amazon or Crest

Neologisms: Completely made-up words, such as Wii or Kodak

Foreign word: Adoption of a word from another language, such as Volvo or Samsung

Founders' names: Using the names of real people, (especially a founder's name), such as Hewlett-Packard, Dell or Disney

Geography: Many brands are named for regions and landmarks, such as Cisco and Fuji Film

Personification: Many brands take their names from myths, such as Nike; or from the minds of ad execs, such as Betty Crocker.

The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid, Nylon, or Kleenex—which are often used to describe any brand of adhesive bandage; any type of hosiery; or any brand of facial tissue respectively. Xerox, for example, has become synonymous with the word "copy".

The story of «McDonald’s»

McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. In 1937 the McDonnald brothers, Dick and Mark, opened little restaurant in California. They served hot dogs and milk shakes. In 1945 they have 20 waiters. All the teenagers in town ate hamburgers there. When the 1948 year came they got paper boxes and bags for the hamburgers. They put the price down from 30 to 15 cents. There were no more waiters — it was self-service. So it was cheaper and faster. In 1960s the McDonald's company opened hundreds of McDonald's restaurants all over the States. In 1971 they opened restaurants in Japan, Germany and Australia.

Now the McDonald's company opens a new restaurant every 8 hours. There are more than 14,000 restaurants in over 70 countries.

The story of « »

The Coca-Cola story began in Atlanta in 1886. John Pemberton invented a new drink. Two of the ingredients were the South American coca leaf and the African cola nut. Pemberton couldn't think of a good name for the drink. Finally, Dr. Pemberton's partner Frank Robinson suggested the name Coca-Cola. Thirty years later the famous Coca-Cola bottle design first appeared.

For many years only Coca-Cola was made. They only introduced new drinks — Fanta, Sprite in the 1960s. The recipe of Coca-Cola is a secret. Today they sell Coca-Cola in 195countries. Hundreds of millions of people from Boston to Beijing drink it every day. It has the most famous trademark in the world.

 

 

 

The Walt Disney Company, commonly referred to as Disney, is an American diversified multinational mass media corporation headquartered in Walt Disney Studios, Burbank, California, United States. It is the largest media conglomerate in the world in terms of revenue. Founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, Walt Disney Productions established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. Taking on its current name in 1986, The Walt Disney Company expanded its existing operations and also started divisions focused upon theatre, radio, music, publishing, and online media. In addition, it has created new divisions of the company in order to market more mature content than it typically associates with its flagship family-oriented brands.

The company is best known for the products of its film studio, the Walt Disney Studios, and today one of the largest and best-known studios in Hollywood. Disney also owns and operates the ABC broadcast television network; cable television networks such as Disney Channel, ESPN, A+E Networks, LifeTime and ABC Family; publishing, merchandising, and theatre divisions; and owns and licenses 14 theme parks around the world. It also has a successful music division. The company has been a component of the Dow Jones Industrial Average since May 6, 1991. An early and well-known cartoon creation of the company, Mickey Mouse, is the official mascot of The Walt Disney Company.