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A presentation about brand identity. What is a brand? What is brand identity?

A presentation about brand identity. What is a brand? What is brand identity?

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Brand Identity Brand Identity Presentation Transcript

  • Brand Identity
    • Sarah Gorissen & Hendrik Leyssens
  • Content
    • Brands
      • Introduction
      • Definition
      • Functions
      • Product & Corporate Brands
    • Brand Identity
      • Definition
      • Brand Identity & Brand Image
      • Composition
      • Design supports
    • Conclusion
    • References
  • Brands
    • History of brands
    • Recognition
    • Quality
    • Financial value
    • Interbrand: world’s most valuable brands
      • E.g. Coca-Cola: ± 66 billion dollars
  • World’s most valuable brands Source: Interbrand. (2009). Best Global Brands, 2008 rankings.http://www.interbrand.com/best_global_brands.
  • Brand: definition
    • “ A brand is a name, term, sign, symbol or design, or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
      • Source: Kotler, P. Marketing Management. (1980 cited in Boer, 2003, p. 15)
  • Functions
    • Brand owner:
      • Financial value
      • New markets
      • Internal function
    • Distributor
      • Margin
      • Traffic
    • Consumer
      • Confidence and security
      • Recognition
  • Product & Corporate brands
    • Product Brand
    • Corporate Brand
    • Evolution
    • Advantages and disadvantages
    Advantage Disadvantage Product Brand -synergy -brand extensions -negative publicity -diversification Corporate Brand -brand portfolio -risk of damage is limited -introduction new brand -brand extensions -no synergy
  • Brand Identity: definition
    • “ The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors.”
        • Source: Interbrand Brandchannel, http://www.brandchannel.com/education_glossary.asp , accessed on the 4 th of March
  • Brand Image: definition
    • “ The customer's net "out-take" from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.”
      • Source: Interbrand Brandchannel, http://www.brandchannel.com/education_glossary.asp , accessed on the 4 th of March
  • Difference Brand identity Brand image Source/company focused Receiver/target audience focused Created by managerial activities Created by perceptions of the consumer Encoded by ‘brand originator’ Decoded by ‘brand receiver’ Identity is sent Image is received/perceived
  • Composition brand identity Source: Boer, R. (2003). Brand Design. Amsterdam: Pearson Education. p. 57.
  • Mental brand identity
    • Brand vision
    • Mission statement
    • Core concept
    • Brand values
    • Brand promise
    • Brand personality
  • Composition brand identity Source: Boer, R. (2003). Brand Design . Amsterdam: Pearson Education. p. 57.
  • Visual brand identity
    • See
    • Feel
    • Hear
    • Taste
    • Smell
    • Language
    • Persons
  • Composition Source: Boer, R. (2003). Brand Design. Amsterdam: Pearson Education. p. 57.
  • Design supports
    • Product/service-related: packaging, manual,…
    • External communication related: advertising, website, brochures,…
    • Internal communication related: memo’s,…
    • Company-related: uniform, business cards,…
  • Conclusion
    • What is brand identity?
      • Company focused
      • Sending identity
    • How do you use your brand identity?
      • Design supports
    • Why do you need a brand identity?
      • Brand loyalty
      • Financial value
  • References
    • Boer, R. (2003). Brand Design , Amsterdam: Pearson Education Benelux, p. 264.
    • Nandan, S. (2005). An exploration of the brand identity-brand image linkage: A communications perspective. Brand Management, vol. 12 (no. 4) , 264-278.
    • Riezebos, R. (2002) . Merkenmanagement , Groningen: Noordhoff Uitgevers, p. 410.
    • Van Kralingen, R. (2003) . Superbrands , Amsterdam: Kluwer, p. 380.
  • Brand Identity
    • Sarah Gorissen & Hendrik Leyssens