Logos and Brand Identity

Logos and Brand Identity AWS 4M0

The Brand “The sum of all characteristics, tangible and intangible, that make the offer unique.” Brand Name Coca-Cola Brand Logo Bottle Design and Red Cap Trademark ™ Legally Protected Marks Brands and organizations spend considerable sums telling customers what they stand for.

Views on Brands “A name, logo, or symbol that evokes in customers a perception of added value for which they will pay a premium price.” John Torella, J.C. Winters Group, Toronto “A product with a personality.” Chris Staples, Rethink, Vancouver Marketing communications in any form has an impact on customers’ perceptions.

Coke the brand

Benefits of Branding For customers a brand offers: A desired level of quality. Consistently Psychological rewards from ownership A means of distinguishing one brand from another The brand image helps create loyalty.

Benefits of Branding For the company branding offers: A means of communicating features and benefits An opportunity to create and sustain an image Customer satisfaction and repeat purchase opportunity

CK brand

Brand Loyalty “The degree of consumer attachment to a brand.” Awareness of name, benefit and package Recognition Is useful, consumer will buy if available…evoked set Preference Insistence Will search for; must have

Brand Equity The value of a brand in its holistic sense to its owners as a corporate asset. Brands have value. Equity is derived from: Effective marketing strategies A brand’s status in the marketplace A brand’s position among customers

Image and lifestyle branding

Attribute Branding

Sample Positioning Statement “To reinforce our position in the credit card market, and to establish it as the preferred choice for all future purchases.” …VISA All you need “Reach out and touch someone.” “The quicker picker-upper.” “Have it your way.” “It's Miller time!” “Drivers wanted.” "I can't believe I ate the whole thing!"

VisaLife

Lifestyle positioning

Positioning Strategies # 1 Brand Leadership # 2,3 Head-On Product Differentiation Innovation Price (Value) Channel Advantage Image (Lifestyle)

Product Lifecycle Reposition New Markets Product changes Maturity Brand insistence Reminder advertising New uses Frequency of use Line extensions Decline Harvest Growth Brand Preference Build image Brand attributes and benefits Brand Position against competition Introduction Brand Recognition Positioning Where to get

Advertising Icons

Dove brand

Packaging and Brand Image A good package design helps build a brand. The “look” of a package must be instilled in the customer’s mind. A package can differentiate one brand from another. Familiarity with a package creates trust with customers. New packages create perception of new products (product forms).

Roles of Packaging A good package serves three primary functions: Protect the product Market the product Provide convenience to distributors and consumers

Branding by Design Shopping goods and durable goods rely more on “style” to create and sustain an image. Lifestyle characteristics now play a key role in design. Goods are periodically redesigned to present a contemporary image. Re-branding strategies require intensive marketing communications to identify changes.

Apple position by design

Logos Beginnings 13th century: Trademarks for merchant, blacksmith, masons, also watermarks and crests 19th century: Industrial manufacturing Products manufactured at a higher rate and shipped nationally New competition Illiteracy A logo is a name, symbol or trademark designed for easy recognition.

Logos Today Too many logos Every company, corporation, product, service, agency….. Has a logo Name design

Answers A: ALLB: BUBBLICIOUSC: CAMPBELLSD: DAWNE: EGGOF: FRITOSG: GATORADEH: HEBREW NATIONALI: ICEJ: JELLO (SUGAR FREE)K: KOOLAIDL: LYSOLM: M N M’SN: NILLA WAFERSO: OREOP: PEZQ: Q-TIPSR: REESE’SS: STARBURSTT: TIDEU: UNCLE BEN’SV: V8W: WISKX: XTRA LAUNDRY DETERGENTY: YORK PEPPERMINT PATTIESZ: ZEST

Logo Design A Good Logo should: Be unique Be Reproducible Resizable Color, B&W, fax, on fabric Follow basic design principles Space, color, form, clarity Represent the company appropriately Speak to the target audience

High quality version Black & White version Small version

Logos and Brand Identity

Logos and Brand Identity

Presentation Transcript