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Debranding
Debranding is a marketing strategy to remove the manufacturers name from a product to appear less corporate, or to save on advertising. De-corporatizing is when a company removes its name from its logo for a marketing campaign in an attempt to make themselves appear less corporate and more personal. "Transitioning into generic" is when a company with a well-known brand opts to appear more generic. This means the company will eliminate advertising and reduce prices and debranding in this sense can increase profit margins. History De-corporatizing Nike has been called the first company to debrand their logo, which happened in 1995. In 2011, this trend continued when Starbucks opted to remove its name from the logo leaving only the center image. The intention was to make Starbucks appear more like a local coffee shop and less corporate. Two years later, Coca-Cola debuted Share a Coke. This promotion saw Coca-Cola replace its logo with 150 given names. Transitioning into generic ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Share A Coke
Share a Coke is a multi-national marketing campaign of Coca-Cola. It debrands the traditional Coke logo, replacing "Coca-Cola" from one side of a bottle with the phrase "Share a Coke with" followed by a person's name. The campaign, which uses a list containing 250 of each market country's most popular names (generic nicknames and titles are also used in some cases), aims to have people go out and find a bottle with their name on it, then share it with their friends. The campaign began in Australia in 2011. Campaign effectiveness and outcomes The Share a Coke campaign was subsequently rolled out in over 80 countries. In Australia, the advertising agency Ogilvy estimated that the campaign increased Coke's share of the category by 4% and increased consumption by young adults by 7%. The campaign received multiple awards at the Creative Effectiveness Lion Awards at Cannes. In the United States, where the campaign is credited with increasing sales by more than 2% reversing more than 1 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Logo NIKE
A logo (abbreviation of logotype; ) is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark. In the days of hot metal typesetting, a logotype was one word cast as a single piece of type (e.g. "The" in ATF Garamond), as opposed to a ligature, which is two or more letters joined, but not forming a word. By extension, the term was also used for a uniquely set and arranged typeface or colophon. At the level of mass communication and in common usage, a company's logo is today often synonymous with its trademark or brand.Wheeler, Alina. ''Designing Brand Identity'' © 2006 John Wiley & Sons, Inc. (page 4) Etymology Douglas Harper's Online Etymology Dictionary states that the term 'logo' used in 1937 "probably a shortening of logogram". History Numerous inventions and techniques have contributed to the contemporary logo, includ ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Generic Trademark
A generic trademark, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that, because of its popularity or significance, has become the generic term for, or synonymous with, a general class of products or services, usually against the intentions of the trademark's owner. A trademark is said to become ''genericized''—or, informally, to have suffered ''genericide''—when it begins as a distinctive product identifier but changes in meaning to become generic. This typically happens when the products or services which the trademark is associated with have acquired substantial market dominance or mind share, such that the primary meaning of the genericized trademark becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularised has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Swoosh
The Swoosh is the logo of American sportswear designer and retailer Nike. Today, it has become one of the most recognizable brand logos in the world, and the most valuable, having a worth of $26 billion alone. Bill Bowerman and Phil Knight founded Nike on January 25, 1964, as Blue Ribbon Sports (BRS). Upon changing its name to Nike, Inc. on May 30, 1971, the company adopted the Swoosh as its official logo the same year. Carolyn Davidson, a student at Portland State University during the time Knight taught there, created the logo, attempting to convey motion in its design. The logo has undergone minor changes from its original design in 1971, today most commonly seen as a solo swoosh, although for much of its history, the logo incorporated the NIKE name alongside the Swoosh. Over the years, the orange and white color palette has traditionally been used on the logo, although most recently a solid black swoosh has gained significant popularity. The Swoosh has appeared alongside th ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Week
''Marketing Week'' is a website focused on the marketing industry, based in London, that grew out of what was a weekly, and latterly monthly, print magazine. History and profile ''Marketing Week'' was launched in March 1978. Its co-founders were Graham Sherren, Michael Chamberlain, a former editor of the advertising journal ''Campaign'', and Anthony Nares, an entrepreneur who set up Marketing Week Communications Ltd (MWC) shortly before the launch. MWC subsequently launched ''Creative Review'' and was later subsumed into Centaur Communications, a buy-in vehicle run by Sherren and Jocelyn Stevens (1982). Nares became managing director of the new organisation – a position he held until his early death in 1996. Chamberlain left Centaur in 1988 to take up a career in consultancy. Chamberlain said of this founding period: "While planning AdNews, I received a phone call from an Anthony Nares just before Christmas 1977 saying we should meet. As I recall, he showed me a mock-up front co ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. The term most commonly refers to a person who purchases goods and services for personal use. Consumer rights “Consumers, by definition, include us all," said President John F. Kennedy, offering his definition to the United States Congress on March 15, 1962. This speech became the basis for the creation of World Consumer Rights Day, now celebrated on March 15. In his speech : John Fitzgerald Kennedy outlined the integral responsibility to consumers from their respective governments to help exercise consumers' rights, including: *The right to safety: To be protected against the marketing of goods that are hazardous to health or life. *The right to be informed: To be protected against fraudulent, deceitful, or grossly misleading informatio ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from Generic brand, generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a produ ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Generic Brand
Generic brands of consumer products (often supermarket goods) are distinguished by the absence of a brand name, instead identified solely by product characteristics and identified by plain, usually black-and-white packaging. Generally they imitate more expensive branded products, competing on price. They are similar to "store brand" or "private label" products sold under a brand particular to the merchant, but typically priced lower and perceived as lower quality. The term ''off brand'' is sometimes used. In the United Kingdom, these products are often referred to as "own brand" items. Characteristics Generics may be manufactured by less prominent companies or manufactured on the same production line as branded products. Generic brand products may be of similar quality as a branded product, are commonly made from ingredients same as standard ingredients used for branded products. Without the costs of marketing individual products, generic brands are priced lower than branded pr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Universal Product Code
The Universal Product Code (UPC or UPC code) is a barcode symbology that is widely used worldwide for tracking trade items in stores. UPC (technically refers to UPC-A) consists of 12 digits that are uniquely assigned to each trade item. Along with the related International Article Number (EAN) barcode, the UPC is the barcode mainly used for scanning of trade items at the point of sale, per the specifications of the international GS1 organisation. UPC data structures are a component of Global Trade Item Numbers (GTINs) and follow the global GS1 specification, which is based on international standards. But some retailers (clothing, furniture) do not use the GS1 system (rather other barcode symbologies or article number systems). On the other hand, some retailers use the EAN/UPC barcode symbology, but without using a GTIN (for products sold in their own stores only). Research indicates that the adoption and diffusion of the UPC stimulated innovation and contributed to the growth ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Barcode
A barcode or bar code is a method of representing data in a visual, machine-readable form. Initially, barcodes represented data by varying the widths, spacings and sizes of parallel lines. These barcodes, now commonly referred to as linear or one-dimensional (1D), can be scanned by special optical scanners, called barcode readers, of which there are several types. Later, two-dimensional (2D) variants were developed, using rectangles, dots, hexagons and other patterns, called ''matrix codes'' or ''2D barcodes'', although they do not use bars as such. 2D barcodes can be read using purpose-built 2D optical scanners, which exist in a few different forms. 2D barcodes can also be read by a digital camera connected to a microcomputer running software that takes a photographic image of the barcode and analyzes the image to deconstruct and decode the 2D barcode. A mobile device with an inbuilt camera, such as smartphone, can function as the latter type of 2D barcode reader using special ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Logos
''Logos'' (, ; grc, wikt:λόγος, λόγος, lógos, lit=word, discourse, or reason) is a term used in Western philosophy, psychology and rhetoric and refers to the appeal to reason that relies on logic or reason, inductive and deductive reasoning. Aristotle first systemised the usage of the word, making it one of the three principles of rhetoric. This specific use identifies the word closely to the structure and content of text itself. This specific usage has then been developed through the history of western philosophy and rhetoric. The word has also been used in different senses along with ''rhema''. Both Plato and Aristotle used the term ''logos'' along with ''rhema'' to refer to sentences and propositions. It is primarily in this sense the term is also found in religion. Background grc, wikt:λόγος, λόγος, lógos, lit=word, discourse, or reason is related to grc, wikt:λέγω, λέγω, légō, lit=I say, label=Ancient Greek which is cognate with la, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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