As my final post, I wanted it to be on architecture and talk about where all the brands I have mentioned fall.
Schneider's:
Schneider's is a family brand, or branded house. They really reinforce the quality of their brand and are very proud of it.
M&M's:
These candies are owned by a separate company called MARS. They also own other brands like Snickers, Wrigley's Gum, Extra, Pedigree, and even Uncle Ben's. Therefore M&M's is an individual brand. They are marketed under their own brand name and title.
Starbucks:
Starbucks is a family brand, or branded house. From its wee beginnings in Chicago, to the international giant it has become, it is and always will be Starbucks. They have come out with other products, but are all under the Starbucks name.
Oatmeal Crisp:
This cereal is owned by General Mills, and therefore is an individual brand.
iPod:
Apple owns iPod, and it is marketed as the Apple iPod. Therefore iPods are part of the Apple family brand.
CoverGirl:
The giant that is Procter and Gamble owns CoverGirl. Therefore it is an individual brand because it is promoted as its own brand.
Herbal Essences:
Just like CoverGirl, Procter and Gamble own Herbal Essences as well. This just reinforces that these two unique brands come from one company.
Kraft Dinner and Stove Top:
Both of these companies were created by Kraft. This is a huge company that has products mostly consisting of food. Both Kraft Dinner and Stove Top are marketed separately.
Winners:
Winners Merchants International is the corporate identity for Winners. It is a branded house, and is a retail chain.
I wanted to take a look at things that I use, and products that I have looked at to see their brand architecture. I am not surprised by many, I did not think CoverGirl was owned by P&G but I knew it was an individual brand and that another company did take care of it.
Tuesday, October 13, 2009
Monday, October 12, 2009
Brand Personality! Winners!
Winners is the retailer in Canada that offers brand names for less in a lot of different things. They really specialize in clothes, but also offer housewares, bedding, art, toys, and shoes. They are popular, and have increased in popularity due to the recession.
These are the brand personality traits of Winners!
She is a 23 year old female who is full of life, and very trendy. This fashionista is always looking like a million bucks, when only spending a few. She is just entering her career, and is a recent graduate. She does not have very much savings, as she has just moved out on her own to pursue her dreams. She tries to stay in touch with what is going on in the community, and loves to help support charities when she can. She not only likes to look good, but feel good as well. She wants to have a cozy and stylish place to call home. She wants a puppy, but only cats are allowed in her apartment building so she just adopted a kitten from the local shelter. She is independent, but will not turn down a date with a cute guy. Her favourite music is pop, and anything on the Top 40. She drives a nice used car that she got last year, and spends her spare time with friends either at the movies, shopping, or out for a night of fun. Her can't miss television shows are Glee, and Grey's Anatomy. She is also a fan of the food network and home and garden television because they always have tips about living and eating well while on a budget. She will not leave the house without a purse matching her outfit, with her iPhone, wallet, and raspberry lip balm.
Sunday, October 11, 2009
Brand Extension! Kraft Stove Top and Kraft Dinner!
Brand extensions are very common in big companies that involve food, cleaning products, and household products. Companies with trusted names come up with new products for consumers to try and hopefully fall in love with. Kraft is no exception, they have more than one product that has recently seen extensions!
The first product is their Kraft Dinner. This has been around for years, but recently has come out with small microwaveable cups. This is great for kids lunches, and to bring to work. This was a brand extension, but their newest products are a line extension from these snack cups. They are called "Kraft Dinner Bold Snack Cups" and have just recently hit the market!
These are a new "bold" version of the existing "Kraft Dinner Snack Cups" and have just hit grocery store shelves. For people who love Kraft Dinner I am curious how many of them will want to try these! I am interested in the alfredo one to try because I love alfredo pasta dishes, but I am not sure if it will live up to standards of my usual dish. I would also like to try the pizza flavour.
I am not surprised that these have come out, especially with upscale restaurants making their own versions of macaroni and cheese. I recently tried a spicy mac an cheese appetizer at The Keg. It was good, but I did not think it was spicy enough. Kraft Dinner has become a loved childrens lunch for many generations. These are sure to make things more fun!
The next Kraft product to do something like this is Stove Top stuffing. It is Thanksgiving, and in honor of that I had to include a product for it! Stove Top now has new small cups of stuffing, sort of like what they have done with the Kraft Dinner cups.
These are new, and I think they just might work. I love turkey and stuffing on holidays, and sometimes it is nice to have stuffing on random days. This is a good idea as well for people who may not be around family on holidays to have a little bit of a treat as well. At first I thought this was really different for a brand extension and may not take on, but I am curious to see what happens with it!
The first product is their Kraft Dinner. This has been around for years, but recently has come out with small microwaveable cups. This is great for kids lunches, and to bring to work. This was a brand extension, but their newest products are a line extension from these snack cups. They are called "Kraft Dinner Bold Snack Cups" and have just recently hit the market!
These are a new "bold" version of the existing "Kraft Dinner Snack Cups" and have just hit grocery store shelves. For people who love Kraft Dinner I am curious how many of them will want to try these! I am interested in the alfredo one to try because I love alfredo pasta dishes, but I am not sure if it will live up to standards of my usual dish. I would also like to try the pizza flavour.
I am not surprised that these have come out, especially with upscale restaurants making their own versions of macaroni and cheese. I recently tried a spicy mac an cheese appetizer at The Keg. It was good, but I did not think it was spicy enough. Kraft Dinner has become a loved childrens lunch for many generations. These are sure to make things more fun!
The next Kraft product to do something like this is Stove Top stuffing. It is Thanksgiving, and in honor of that I had to include a product for it! Stove Top now has new small cups of stuffing, sort of like what they have done with the Kraft Dinner cups.
These are new, and I think they just might work. I love turkey and stuffing on holidays, and sometimes it is nice to have stuffing on random days. This is a good idea as well for people who may not be around family on holidays to have a little bit of a treat as well. At first I thought this was really different for a brand extension and may not take on, but I am curious to see what happens with it!
Friday, October 9, 2009
My Brands!
Brand loyalty is huge for any company. They want consumers to adopt their products and keep using them. Today on The View they actually had audience members pick products they couldn't live without before the show. Some of these included the Magic Eraser by Mr.Clean, The Magic Bullet juicer, the Sharpie click pens, and Tide to Go. These products were chosen by mostly moms, and they are great examples of what a company wants to hear.
The following products are some that I personally cannot live without!!
The Starbucks Frappucino.
I can live without having starbucks coffee, but their specialty drinks are on another level compared to other coffee shops. I usually order the caramel light frappucino, and they make it perfectly. The light means there is no whip cream, and it cuts the calories by 1/3. I will not settle for a Tim Horton's Ice Cap, or even a "chiller" from Second Cup. I could not live without these drinks as they help me get a lot of work done with the caffeine and sugar!
Ipod
Apple has created many loyal users, and are probably one of the most successful companies for it. The Ipod has revolutionized MP3 players, and comes above all the rest. I do not think any other one can compare to it. It is easy to use no matter how old you are, its durable, and they now offer more varieties depending on your need for it! I have had mine for awhile and am looking at getting a newer one, but I know that I will not go cheap and get anything other than an Ipod.
Cover Girl Mascara
This is one of the best makeup companies to me. Whether it is their celebrity endorsements, good commercials, sponsorship of television shows like Americas Next Top Model, or just the product itself they have a loyal following. Cover Girl was one of the first companies to being out the new rubber tips for applying mascara. It prevents your mascara from creating globs stuck to the brush, and therefore always provides a nice clean look. My personal choice is the LashExact mascara. I have long eyelashes already so I do not need the mascaras for lengthening and making them look huge. This one is great! I have tried a couple other mascaras by CoverGirl but this one is the best!
Herbal Essences
I have long brown thick hair, and I would never change my shampoo and conditioner from Herbal Essences! I have tried a variety of different ones, volumizing, straightening, hydrating and even the one for colour treated hair. All of them are great, come in different colours an each sort of have their own personality! I usually don't blow dry my hair or straighten it because its naturally straight, and when it dries my hair is so soft and shiny! Its always a good price as well!
Oatmeal Crisp Almond Cereal
This is the yummiest cereal that is also really good for you that I have tried! A couple of year ago I was told I had low iron and to not only take supplements but change my diet and eat more protein and foods that have iron. I picked this cereal up knowing it had almonds which are a great source of iron, and I have been eating it since! My iron is now fine and balanced, but I will not give this cereal up! It is delicious and nutritious!
These are just a few of my favourite brands that I cannot live without! I am a loyal customer, and I like that. I also like to save money where I can but there are just some things that are not worth it. I will not waste money on a cheap MP3 that will break in a month, or products that I just don't like! I will however shop around for these products to find it at the best price!
The following products are some that I personally cannot live without!!
The Starbucks Frappucino.
I can live without having starbucks coffee, but their specialty drinks are on another level compared to other coffee shops. I usually order the caramel light frappucino, and they make it perfectly. The light means there is no whip cream, and it cuts the calories by 1/3. I will not settle for a Tim Horton's Ice Cap, or even a "chiller" from Second Cup. I could not live without these drinks as they help me get a lot of work done with the caffeine and sugar!
Ipod
Apple has created many loyal users, and are probably one of the most successful companies for it. The Ipod has revolutionized MP3 players, and comes above all the rest. I do not think any other one can compare to it. It is easy to use no matter how old you are, its durable, and they now offer more varieties depending on your need for it! I have had mine for awhile and am looking at getting a newer one, but I know that I will not go cheap and get anything other than an Ipod.
Cover Girl Mascara
This is one of the best makeup companies to me. Whether it is their celebrity endorsements, good commercials, sponsorship of television shows like Americas Next Top Model, or just the product itself they have a loyal following. Cover Girl was one of the first companies to being out the new rubber tips for applying mascara. It prevents your mascara from creating globs stuck to the brush, and therefore always provides a nice clean look. My personal choice is the LashExact mascara. I have long eyelashes already so I do not need the mascaras for lengthening and making them look huge. This one is great! I have tried a couple other mascaras by CoverGirl but this one is the best!
Herbal Essences
I have long brown thick hair, and I would never change my shampoo and conditioner from Herbal Essences! I have tried a variety of different ones, volumizing, straightening, hydrating and even the one for colour treated hair. All of them are great, come in different colours an each sort of have their own personality! I usually don't blow dry my hair or straighten it because its naturally straight, and when it dries my hair is so soft and shiny! Its always a good price as well!
Oatmeal Crisp Almond Cereal
This is the yummiest cereal that is also really good for you that I have tried! A couple of year ago I was told I had low iron and to not only take supplements but change my diet and eat more protein and foods that have iron. I picked this cereal up knowing it had almonds which are a great source of iron, and I have been eating it since! My iron is now fine and balanced, but I will not give this cereal up! It is delicious and nutritious!
These are just a few of my favourite brands that I cannot live without! I am a loyal customer, and I like that. I also like to save money where I can but there are just some things that are not worth it. I will not waste money on a cheap MP3 that will break in a month, or products that I just don't like! I will however shop around for these products to find it at the best price!
Thursday, October 8, 2009
Brand Characters! M&M's!
M&M's have been around since 1941 and are seen as an "American" classic treat. The two main characters seen along the way are "Red" and "Yellow". These are just simply two M&M's that have the attributes of people. They can walk and talk and are a huge part of the M&M brand.
The first characters were revealed in 1954. The M&M website is beautifully crafted, and has a detailed time-line history of all the great things they have accomplished throughout the years. 1954 was a massive year for them, creating the peanut M&M, revealing their slogan "melts in your mouth and not in your hands" and of course the introduction of their characters. 1950 was the first year to have an 'M' on each candy, and to have the characters and brand develop by 1954 and keep going is great.
"Red" and "Yellow"
These two characters are the main ones for the M&M brand. They are featured in commercials, and in magazine ads for M&Ms and more recent products like M&M brand ice cream, and the different varieties of flavours.
The most memorable commercial for me is the christmas television spot where they are debating on whether or not Santa Clause is real. When they see Santa they are shocked "he does exist" but so is Santa replying "they do exist". The ads are fun and memorable. They are perfect for kids today, and are a great reminder to adults that these candies have been around forever and are still good.
These characters have been so well developed over time. On the website they each have their own little facts for each one!
"Red"
"Yellow"
1976- "Orange" This colour was voted in by the public!
1995- "Blue" Millions of people voted to have blue added to the colour mix
1997- "Green" the only female of the M&M character group is introduced!
M&M's have created great brand characters over time, and they each have their own personality. I think this is why they are so loved, they are like individuals! They have used amazing anthropomorphism in taking little round candies and making them into characters loved by generations.
The first characters were revealed in 1954. The M&M website is beautifully crafted, and has a detailed time-line history of all the great things they have accomplished throughout the years. 1954 was a massive year for them, creating the peanut M&M, revealing their slogan "melts in your mouth and not in your hands" and of course the introduction of their characters. 1950 was the first year to have an 'M' on each candy, and to have the characters and brand develop by 1954 and keep going is great.
"Red" and "Yellow"
These two characters are the main ones for the M&M brand. They are featured in commercials, and in magazine ads for M&Ms and more recent products like M&M brand ice cream, and the different varieties of flavours.
The most memorable commercial for me is the christmas television spot where they are debating on whether or not Santa Clause is real. When they see Santa they are shocked "he does exist" but so is Santa replying "they do exist". The ads are fun and memorable. They are perfect for kids today, and are a great reminder to adults that these candies have been around forever and are still good.
These characters have been so well developed over time. On the website they each have their own little facts for each one!
"Red"
"Yellow"
1976- "Orange" This colour was voted in by the public!
1995- "Blue" Millions of people voted to have blue added to the colour mix
1997- "Green" the only female of the M&M character group is introduced!
M&M's have created great brand characters over time, and they each have their own personality. I think this is why they are so loved, they are like individuals! They have used amazing anthropomorphism in taking little round candies and making them into characters loved by generations.
Wednesday, October 7, 2009
Brand Stories!
Schneiders!
I think this is a great example of a "Rags to Riches" brand story. The following is the "about us" section on the Schneiders website.
Who we are
Schneider Foods of Kitchener, Ontario, is one of Canada's largest producers of premium quality food products. The business was founded in 1890 by J.M. Schneider who began making pork sausage in his home and, for over a century, the name "Schneiders" has been synonymous with reputation, tradition, and quality products.
Schneiders is the name you can trust for delicious, superior quality meats and food products. Our wide range of products include everything from premium meats, slow roasted the old fashioned way, to ultra-convenient lunch kits and restaurant-quality, ready-to-serve meals for busy families.
Schneiders products are used in family recipes that have been handed down from generation to generation. They are central ingredients in breakfast, lunch and dinner. They are enjoyed daily and served with pride.
People trust Schneiders because they know we have remained true to the values J.M. Schneider established over 100 years ago. J.M. wouldn’t make or sell anything he wouldn’t be proud to serve to his own family. He insisted on using only the finest cuts of meat, trimmed by hand, and natural spices and seasonings. He believed in craftsmanship and followed time-honoured recipes using traditional methods.
Through the generations we’ve upheld these values. While the choice of Schneiders products has expanded, we take the same approach, maintain the same high standards and put the same care into everything we make, every day.
Our promise is that you can taste the difference quality makes.
I tried very hard to look for Schneiders commercials on the internet but was unsuccessful. One that aired last year I remember was showing how the women who worked in the factory originally got their jobs when the men went off to war, but they kept it after. They showed that moms trust Schneiders Hams then, and now. Something that J.M Schneider started along time ago in his kitchen transformed into a huge successful Canadian company!
I think this is a great example of a "Rags to Riches" brand story. The following is the "about us" section on the Schneiders website.
Who we are
Schneider Foods of Kitchener, Ontario, is one of Canada's largest producers of premium quality food products. The business was founded in 1890 by J.M. Schneider who began making pork sausage in his home and, for over a century, the name "Schneiders" has been synonymous with reputation, tradition, and quality products.
Schneiders is the name you can trust for delicious, superior quality meats and food products. Our wide range of products include everything from premium meats, slow roasted the old fashioned way, to ultra-convenient lunch kits and restaurant-quality, ready-to-serve meals for busy families.
Schneiders products are used in family recipes that have been handed down from generation to generation. They are central ingredients in breakfast, lunch and dinner. They are enjoyed daily and served with pride.
People trust Schneiders because they know we have remained true to the values J.M. Schneider established over 100 years ago. J.M. wouldn’t make or sell anything he wouldn’t be proud to serve to his own family. He insisted on using only the finest cuts of meat, trimmed by hand, and natural spices and seasonings. He believed in craftsmanship and followed time-honoured recipes using traditional methods.
Through the generations we’ve upheld these values. While the choice of Schneiders products has expanded, we take the same approach, maintain the same high standards and put the same care into everything we make, every day.
Our promise is that you can taste the difference quality makes.
I tried very hard to look for Schneiders commercials on the internet but was unsuccessful. One that aired last year I remember was showing how the women who worked in the factory originally got their jobs when the men went off to war, but they kept it after. They showed that moms trust Schneiders Hams then, and now. Something that J.M Schneider started along time ago in his kitchen transformed into a huge successful Canadian company!
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