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Chapter 2: Branding

Chapter 2: Branding. Identity and Image Strategy (Preview: Videos). Branding defined. Brand has a personality (through its identity which leads to its image) Brand’s identity is its strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public.

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Chapter 2: Branding

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  1. Chapter 2: Branding Identity and Image Strategy (Preview: Videos)

  2. Branding defined • Brand has a personality (through its identity which leads to its image) • Brand’s identity is its strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public

  3. Brand Identity Elements: Gestalt (Whole is more than sum of parts) • Name • Logo • Tag Line • Color Palette • Architecture and Interior Design • Sounds

  4. Identity leads to image • Brand Identity: Everything the brand presents to the public • Brand Image: Public’s perception of that identity, direct associations people have with the brand • Without identity, brand has no public persona

  5. Reputation • Identity + Image = Reputation • Reputation is less fleeting than image, lot harder to shape, former over time through overall impressions of brand image • Given that reputation of a brand is derived from its image, marketers can at least indirectly control the image and the reputation of a brand by directly managing the visual identity

  6. Lovemark • Saatchi & Saatchi coined term to refer to brands “inspiring loyalty beyond reason” • Loyalty can be lost as well as won

  7. Brand’s Name • Most important, most marketable asset • Nike: Goddess of Victory (fits brand) but original choice was “Dimension 6” • But best name cannot shield company from poor performance

  8. Brand’s Logo • Visual symbol a brand or company uses to identify itself to consumers • Might be simply a graphic element or it can be a word (logotype) • Target (bull’s-eye with no bullet holes) • Find the arrow in Fedex logo

  9. Brand’s Tag line • Short phrase typically used with a brand name or logo • Might also be called brand’s slogan or even motto (Can you hear me now?) • Tag line may change over time, several occasions when new campaigns etc • Can become part of popular culture

  10. Brand’s Color Palette • Is brand strong enough that you can identify it with just one color? Coca Cola • Think of college colors • UPS (What can brown do for you?)

  11. Brand’s Architecture and Interior Design • Nike’s 178-acre “campus” a.k.a. company headquarters in Oregon contains 16 buildings, all named after athletic endorsers. Also has cross-country running trail and bicycle track • Leo Burnett agency’s bowl of apples

  12. Brand’s Sound trademarks • Roar of the MGM lion, Nokia tune, zoom zoom zoom campaign of Mazda car, Aflac duck, • Sounds become linked with brand

  13. Developing a Brand’s Identity: Doing the Research • Involves looking at two different audiences: internal and external • Internal: Employees and perhaps other people who have a close connection to the brand • External: Customers, shareholders, vendors, the community, stakeholders

  14. Projecting a Unified Message • IMC: Brand will communicate most effectively if it sends a unified message (to reinforce message) through multiple media beside: • Advertising, websites, product packaging, building interiors and exteriors, signs, clothing and uniforms, stationery, forms, publications, automobiles and other vehicles (airplanes and blimps), promotions and giveaway items

  15. Protecting Brand Identity • Trademark Law protects brand (Apple sued by Apple Corps, formed in 1968 by The Beatles, for relating its logo to music, after signing 1991 contract) • Strong Brand = Weak Trademark? (aspirin, escalator - lost their trademark) Not Kleenex Facial Tissue, Chapstick Lip Balm

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