2. Brand Name
• Why did you select this name? What is the backstory? “All That and a Bag of
Chips” is a 90’s phrase that suggests, I am the best and then some.
• Discuss its strengths and any concerns you may have with this name. A
strength is that the name it fits the theme and reminds one of food. A weakness is that the consumer
may not know what the place has to offer.
• Is the name protectable as outlined on USPTO.gov?
• What category does it fall based on the categories in the legal article
Pursuing Strong Brand: (Fanciful, Arbitrary, Suggestive, Descriptive, Generic). All
That and a Bag of Chips is a suggestive brand name.
3. LOGO
How are the “laws” of shape and color supported? yes, the colors are red and yellow. with FRIENDS type font.Why do you believe this
would be an effective logo. The colors always exemplify to the restaurant industry and the font is reflective of the famous 90’s show.
Which type of logo would be best suited based on the categories presented: Wordmark, Letterform, • Emblem, Pictorial Mark, Abstract/
Symbolic.
De ne why your logo re ects your unique brand. The logo has a nostalgic feel of a favorite time with bright positive colors to appeal.
Provide an example of an actual logo from your main competitor. Describe in detail its main attributes and brand essence based on the logo
elements. Hard Rock has the same color scheme but different font and a more circular shape.
Provide an example of an actual logo from another company that you feel is effective in conveying the spirit of the logo you would create or
that is similar to what you would like to have created for you by your marketing department or graphic designer. is logo example could be
outside of your category. For ex- ample, you might really like the ED HARDY logo but you are developing a restaurant. The FRIENDS logo,
although a television show, is useful to reflect the atmosphere of the restaurant.
Provide your logo by showing a sketch, mock-up or an actual logo with details in the areas of style, color,shape, and overall design. Provide a
description of the actual logo with speci c details in the areas of style, color, shape, and design.
4. Corporate Culture
• How will you carry out these objectives? In order to carry out these objectives, one must have
the following: marketing plan, operations plan, development plan, management plan, and financial
plan.
• Provide at least one main example of how you will develop a strong culture based
on your company’s values and beliefs.
5. Mission Statement
“All at and a Bag of Chips” provides its customers with quality food and entertainment along with superior
customer service.
How and where will this mission statement/mantra be communicated? e mission statement will be
communicated in the employee handbook as well as the menu.
Is it directed to employees or to customers or to both? Both employees and customers will have a clear
understanding of the company’s mission statement.
Does your mission statement incorporate direction, focus, policy, meaning, challenge, and passion? yes.
Is it concise, unique, and memorable? Its concise but not unique nor memorable.
Does it tell your company story in less than 30 seconds? no.
How is it different or unique compared to your main competitor? Its generic.
6. Tag Line
“Come hungry and enjoy the experience”
Why is this an effective tagline? It’s direct.
Does this tagline speak to your customers/clients? How? Yes, its direct and to the point; the client only
thinks of “food” and “experience”.
What type of tagline does it represent, based on the categories presented? (Imperative,
Descriptive,Superlative, Provocative, Specific). Specific.
Does the tagline reinforce the brand message? Yes, its focuses on the food and the atmosphere.
Does it distinguish your company from your main competitor? How? Yes, because its a themed
restaurant and there is nothing like this out there.
Does it command action? Is your tagline short, unique, easy to say, and positive? Yes, its direct and to
the point.
