Psychology of Branding

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Definition of branding, psychology, consumer behaviour as discription of how elements of branding affect consumer behavior.

Definition of branding, psychology, consumer behaviour as discription of how elements of branding affect consumer behavior.

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  • 1. PSYCHOLOGY OF BRANDING Nina Anigbogu Pepeliaev Group 22 January 2014 Moscow www.pgplaw.ru
  • 2. What is a Brand and why do we need one? Product Unique design, sign, symbol, word, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind 22.01.2014 Psychology of branding Page 2 www.pgplaw.ru
  • 3. What is a Brand and why do we need one? Company The perception of an organisation that exists in the minds of those who encounter said organisation 22.01.2014 Psychology of branding Page 3 www.pgplaw.ru
  • 4. What is a Brand and why do we need one? Psychology •The emotional and behavioral characteristics of an individual or a group. • This includes perception, cognition, attention, emoti on, motivation, brain functioning, personality, behavior, inte rpersonal relationships and the unconscious/subconscious mind 22.01.2014 Psychology of branding Page 4 www.pgplaw.ru
  • 5. Consumer behaviour Consumer behaviour These are the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. 22.01.2014 Psychology of branding Page 5 www.pgplaw.ru
  • 6. Buyer’s decision process When creating a brand, it is important to know who your target audience is CULTURAL •Culture •Subculture •Social class SOCIAL •Reference group •Family •Roles and status 22.01.2014 Psychology of branding PERSONAL •Age •Occupation •Finances •Lifestyle •Personality PSYCHOLOGICAL Page 6 BUYER www.pgplaw.ru
  • 7. Buyer’s decision process Kotler’s model of a buyers’ decision Process 22.01.2014 Psychology of branding Page 7 www.pgplaw.ru
  • 8. Buyer decision process Psychological: What goes on in the buyer’s mind Motivation Perception 22.01.2014 Psychology of branding Attitude formation Integration Page Learning 8 www.pgplaw.ru
  • 9. Mini-game What went wrong?? Cola advert in the Middle East 22.01.2014 Psychology of branding Page 9 www.pgplaw.ru
  • 10. Elements of Branding Name: The word or words that identifies a company, product, service, or concept. A name should be short, easy to remember. Brand names come in many styles: Initialism: A name made of initials e.g. IBM Descriptive: Names that describe a product benefit or function e.g. Whole Foods or Airbus Alliteration and rhyme: For example Dunkin' Donuts, Krispy Kremes Evocative: Names that evoke a relevant vivid image, such as Amazon Neologisms: Completely made-up words, such as Kodak Foreign word: Adoption of a word from another language, such as Volvo or Samsung Founders' names: Using the names of real people, (especially a founder's name), such as Hewlett-Packard, Dell or Disney Geography: Many brands are named for regions and landmarks, such as Cisco and Fuji Film Personification: Many brands take their names from myths, such as Nike, Versace, 22.01.2014 Psychology of branding Page 10 www.pgplaw.ru
  • 11. Elements of Branding Logo: The visual trademark that identifies the brand When choosing a logo, you first have to decide what you want it to say about your company/product. How do you want to portray your company - friendly, easy accessible, informal, hi-tech, exclusive. Also, where do you plan to use your logo? 22.01.2014 Psychology of branding Page 11 www.pgplaw.ru
  • 12. The Apple logo history April 1st 1976 22.01.2014 Psychology of branding Apple logo today First official Apple logo from May 17, 1976 to August 26, 1999 Page 12 www.pgplaw.ru
  • 13. Elements of Branding Slogan, Motto and catch phrases The slogan should be brief, reflect exactly what your company is about and differentiate your brand from competition. Your slogan must elicit an emotion. Hilton sales motto “Let‟s spoil you a little” Nike “Just do it” L‟oreal “Because I‟m worth it”/“Parce que je le vaux bien" 22.01.2014 Psychology of branding Page 13 www.pgplaw.ru
  • 14. Page 14 www.pgplaw.ru
  • 15. Failed slogans 22.01.2014 Psychology of branding Page 15 www.pgplaw.ru
  • 16. Elements of Branding Graphics The dynamic ribbon is a trademarked part of Coca-Cola's brand, the tick if for Nike, etc. 22.01.2014 Psychology of branding Page 16 www.pgplaw.ru
  • 17. Elements of Branding Graphics can also be personalised 22.01.2014 Psychology of branding Page 17 www.pgplaw.ru
  • 18. Role of graphics in brands Can you spot what is wrong? 22.01.2014 Psychology of branding Page 18 www.pgplaw.ru
  • 19. Elements of Branding Shapes Mini cooper, iPhone, Samsung Galaxy series are trademarked elements of those brands. 22.01.2014 Psychology of branding Page 19 www.pgplaw.ru
  • 20. Elements of Branding Colours •Colours carry meaning (and they can vary by culture). •Keep the color selection down to 2-4 colors 22.01.2014 Psychology of branding Page 20 www.pgplaw.ru
  • 21. Psychological Properties Of Colours COLOU R POSITIVE ASSOCIATIONS NEGATIVE ASSOCIATIONS RED Physical, courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement Defiance, aggression, visual impact, strain BLUE Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm Coldness, aloofness, lack of emotion, unfriendliness YELLOW Optimism, cheerfulness, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity Irrationality, fear, emotional fragility, depression, anxiety, suicide GREEN Boredom, stagnation, blandness, enervation Health, harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, 22.01.2014 Psychology of branding equilibrium, peace Page 21 www.pgplaw.ru
  • 22. Psychological Properties Of Colours COLOUR POSITIVE ASSOCIATIONS NEGATIVE ASSOCIATIONS VIOLET Introversion, decadence, suppression Royalty, justice, spiritual awareness, containment, vision, luxury, authenticity, truth, quality ORANGE Physical comfort, food, warmth, security, sensuality, passion, abundance, fun Deprivation, frustration, frivolity, immaturity PINK Physical tranquility, nurture, warmth, femininity, love, sexuality, survival of the species Inhibition, emotional claustrophobia, emasculation, physical weakness GREY Psychological neutrality Lack of confidence, dampness, depression, hibernation, lack of energy BLACK Sophistication, prestige, glamour, security, emotional safety, 22.01.2014 Psychology of branding efficiency, substance Oppression, coldness, menace, heaviness Page 22 www.pgplaw.ru
  • 23. Elements of Branding Sounds A unique tune or set of notes can denote a brand. CNN, Motorola, Nokia, iPhone, Intel logo composed by Walter Werzowa 22.01.2014 Psychology of branding Page 23 www.pgplaw.ru
  • 24. Elements of Branding Scents The perception of smell consists not only of the sensation of the odours themselves but of the experiences and emotions associated with these sensations. Smells can evoke strong emotional reactions. There are also some fragrances which appear to be universally perceived as „pleasant‟ – such as vanilla. Hence, this has become an increasingly popular ingredient in perfumes In the perfume industry, certain scents have become trademarked, and are now associated only with a particular perfume. 22.01.2014 Psychology of branding Page 24 www.pgplaw.ru
  • 25. The rose-jasmine-musk scent of Chanel No. 5 is trademarked. 22.01.2014 Psychology of branding Page 25 www.pgplaw.ru
  • 26. Elements of Branding Taste 22.01.2014 Psychology of branding Page 26 www.pgplaw.ru
  • 27. Elements of Branding Customer relationship Integrate your brand. Make sure your brand management extends into every aspect of your business: • Communication: both internal and external • Appearance during meetings with clients and at events • Your e-mail signature, • others. 22.01.2014 Psychology of branding Page 27 www.pgplaw.ru
  • 28. PEPELIAEV GROUP The name Based on the founder’s name: Pepeliaev 22.01.2014 Psychology of branding Page 28 www.pgplaw.ru
  • 29. PEPELIAEV GROUP Logo http://www.adme.ru/brending/frontdesign-provel-rebrending-mezhdunarodnoj-yuridicheskoj-gruppy-front-design203305/ 22.01.2014 Psychology of branding Page 29 www.pgplaw.ru
  • 30. PEPELIAEV GROUP Graphics 22.01.2014 Psychology of branding Page 30 www.pgplaw.ru
  • 31. PEPELIAEV GROUP Graphics Creating a corporate character helped to: •Personalise the brand •Bring an additional element to brand identity 22.01.2014 Psychology of branding Page 31 www.pgplaw.ru
  • 32. PEPELIAEV GROUP Colour http://www.adme.ru/brending/frontdesign-provel-rebrending-mezhdunarodnoj-yuridicheskoj-gruppy-front-design-203305/ 22.01.2014 Psychology of branding Page 32 www.pgplaw.ru
  • 33. PEPELIAEV GROUP Customer relationship managementaccessibility •Dress code, 22.01.2014 Psychology of branding Page 33 www.pgplaw.ru
  • 34. PEPELIAEV GROUP Accessibility and internal communication http://svetlyac.livejournal.com/242216.html 22.01.2014 Psychology of branding Page 34 www.pgplaw.ru
  • 35. PEPELIAEV GROUP Accessibility and internal communication http://svetlyac.livejournal.com/242216.html 22.01.2014 Psychology of branding Page 35 www.pgplaw.ru
  • 36. Customer relationship management Communication: with clients, members of the press, colleagues from other firms, internal communication 22.01.2014 Psychology of branding Page 36 www.pgplaw.ru
  • 37. Thank you Merçi Спасибо 謝謝 22.01.2014 Psychology of branding Page 37 www.pgplaw.ru
  • 38. Contact Details Thank you for listening Russia, 123610, Moscow, WTC-II, Krasnopresnenskaya nab., 12,Entrance 7,15 floor Tel.: +7 (495) 967-00-07 Fax: +7 (495) 967-00-08 E- mail: info@pgplaw.ru Russia,191015, Saint Petersburg, Shpalernaya, 54, Golden Shpalernaya Business Centre Tel.: +7 (812) 640-60-10 Fax: +7 (812) 640-60-20 E-mail: spb@pgplaw.ru Russia, 660077, Krasnoyarsk Vesna str. 3A, Vesna Business Center Tel. +7 (391)2777300 Fax +7 (391)2550707 E-mail (krs@ pgplaw.ru) 22.01.2014 Psychology of branding Page 38 www.pgplaw.ru