2. The Al-Ways Pen
“…Increasingly important for manufacturers to create
identifiable names and symbols to make their
products stand out from their competitors”. (Vein,
2003. Paragraph 4)
3. What to look for in
a pen?
•Smooth
•Reliable
•Versatile
9. The Al-Ways Pen
“..consumers are loyal to a brand without even
considering competitive products. One theory “is that
they have internalized their purchasing to the point
where it is no longer a conscious decision” (Vaid, 2003).
10. The ‘A’ Pens Branding..
Adventurous
Inventive
Successful
Diverse
A Versatile pen, for versatile people
11. The Al-Ways word play
The meaning of a word is determined entirely by its
context (Volosinov, 1986 : 79)
The Al-Ways pen, Always works
In addition, it works all ways
12. Stand out.. With the ‘A’ Pen
“..meaning is constituted by difference”
(Gripsrud, 2006, p. 21).
“The growth of interactive media, such as the
internet, digital and interactive TV and radio, and
mobile technologies… has changed the rules of the
branding game” (Vaid, 2003, Paragraph 6).
“type of advertising has worked, branding results in an
‘autopilot’ kind of purchase” (Vaid, 2003, Paragraph 6)
