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Branding + brand architecture

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Week 4 presentation for my Branding Class at Centennial College

Week 4 presentation for my Branding Class at Centennial College

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  • 1. Branding  winter  2013  1  What  is  Branding?  What  is  A  Brand?  What  is  Brand  Iden6ty?  What  is  a  logo?  In-­‐class  discussion  for  touch-­‐points  In-­‐class  assignment  -­‐  marks  
  • 2. Review:  the  three  defini6ons  of  branding  1. 2.   3.  A  promise  of    future  expecta0ons  Earns  an  emo0onal  connec0on  with  consumers  Is  your    behaviours  Must  consistently  measure  up  to  your  promise  –  everyday  at  every  touch  point.  Consumers  have  a  unique  emo6onal  connec6on  with  your  brand.  Behaviours  are  aligned  to  your  core  values  –    “It’s  not  what  you  say,  it’s  what  you  do.”  2  
  • 3. think:  3  
  • 4. A  brand  is  what  your  customer    thinks  and  feels    about  your  company  or  product  brand  =  reputa6on  4  
  • 5. Three  Defini6ons  of  a  Branding  1. 2.   3.  A  promise  of    future  expecta0ons  Earns  an  emo0onal  connec0on  with  customers  Is  your    behaviours  Must  consistently  measure  up  to  your  promise  –  everyday  at  every  touch  point.  Consumers  have  a  unique  emo6onal  connec6on  with  your  brand.  Behaviours  are  aligned  to  your  core  values  –    “It’s  not  what  you  say,  it’s  what  you  do.”  5  
  • 6. What  is  Branding?  6  Branding  is  a  holis6c  approach  to  your  company’s  posi6on,  customer  interac6ons,  and  opera6ons,  based  on  your  company’s  values.    Branding  is  devoted  to  establishing  and  nurturing    a  rela6onship  with    your  customers.    
  • 7. Branding  is  the  process  involved  in  crea6ng  a  unique  name  and  image  for  a  product  or  service    in  the  mind  of  customers,    mainly  through  adver6sing  campaigns  and  other  touch-­‐points  like  packaging,  signage  and  web  presence  with  a  consistent  theme.    Branding  aims  to  establish  a  significant  and  differen6ated  presence  in  the  market  that  aVracts  and  retains  loyal  consumers.  7  
  • 8. touch-­‐points    (like  packaging,  signage  and  web  presence)  Let’s  name  some  more!  8  
  • 9. touch-­‐points    Adver6sing  (print,  web,  TV,  outdoor,  direct  mail)  Environments  –  lobby  or  room  in  a  high  end  hotel  recep6on  area  Experiences  (Help  Hunger  Disappear)  hVp://www.youtube.com/watch?v=tWDx3HVkIpk    or  sponsorship  of  an  event:  hVp://www.youtube.com/watch?v=dOoHArAzdug  Websites,  Blogs,  Social  Media  |  NewsleVers  (“e”  and  print)  |  Manuals  and  user  documents  |  Buildings  and  signage  |  Packaging  Trade  Show  booths  and  exhibits  (Car  Show)  |  Business  Sta6onary  (LeVerheads,  Business  Cards,  Proposals,  es6mates,  quotes,  contracts)  Emails,  voicemails,  recep6on  areas  telephone  |  Vehicle  Graphics  |  Products  |  People!  |  Speeches  |  Presenta6ons  9  
  • 10. Brand  not  what  you  say  it  is.    It’s  what  they  say  it  is  Marty  Neumeier  The  Brand  Gap  10  A  brand  is  a  person’s  gut  feeling  about  your  company  it  is  an  emo6onal,  sensory  understanding  of  what  your  company  is,  rather  than  an  intellectual,  ra6onal  memory  of  your  tagline  or  logo.  
  • 11.  Brand  Architecture  Topology  of  logos  Names  Posi6oning  and  Taglines  11  
  • 12. 12  Brand  Architecture:  When  a  brand  has  mul6ple  services  or  brands  within  a  single  company.  (i.e.  as  a  brand  grows  merges  and  develops  new  companies  and  products)  EXAMPLE:  Family of CompaniesFedEx ExpressFast, reliable delivery to 211 countries with leadingedge technology.FedEx GroundCost-effective ground transportation in the contiguousUnited States and CanadaFedEx Custom CriticalFast action with safe, secure delivery of time-criticalshipments, often the same day.FedEx FreightLeading provider of next-day and second-day regionalLTL freight services through American Freightways andViking Freight.FedEx Trade NetworksFull-service customs brokerage, trade consulting andinformation technology, E-clearance solutions andtransportation and logistics services through TowerGroup International, Worldtariff Limited and CaribbeanTransportation Services.http://www.fedex.com/ca_english/about/overview/companies/i...
  • 13. 13  Brand  Architecture:  When  a  brand  has  mul6ple  services  or  brands  within  a  single  company.  (i.e.  as  a  brand  grows  merges  and  develops  new  companies  and  products)  EXAMPLE:  
  • 14. 14  3  Types  of  Brand  Architecture:  1. MONOLITHIC brand architectureCharacterized by a strong master brand.It is the master brand loyalty thatattracts customers.Brand extensions, branches, additionalservices use the master brand identity.FedEx + FedEx OfficeGoogle + Google MapsGE + GE healthcareVirgin + Virgin Mobile
  • 15. 15  3  Types  of  Brand  Architecture:  2. ENDORSED brand architecture.Characterized by marketing synergybetween the product divisions, servicesand parent co.The product has a clearly defined marketpresence and both brands benefit fromthe relationship.iPod + ApplePolo + Ralph LaurenOreo + Mr. ChristieChunky + Campbells
  • 16. 16  3  Types  of  Brand  Architecture:  3. PLURALISTIC brand architectureCharacterized by series of well knownconsumer brands. The name of theparent brand may be unknown to theconsumer.Fido (Roger’s Mobile)The Ritz Carlton (Mariott)Hellmans Mayo (Unilever)Tide (Proctor & Gamble)
  • 17. 17  3  Types  of  Brand  Architecture:  In-­‐class  excersize:  Using  online  resources  to  research  and  find  an  example  of  the  3  types  of  brand  architecture  
  • 18. 18  Topology of logos•  The  Word  Mark  •  The  Symbol  (icon)  •  The  Combina6on  Mark  •  The  Emblem  
  • 19. 19  Topology of logos•  The  Word  Mark  The Word Mark is the most common styleof logo—39 % of the top 100 globalbrands use this approach.This type of logo turns the word itself intothe graphic representation of the brand.
  • 20. 20  Topology of logos•  The  Symbol  (icon)  No words necessary.The benefits are:Your brand transcends languageIt creates an iconic presenceOnly 3% of the top brands in theworld are strictly symbol brands.
  • 21. 21  Topology of logos•  The  Combina6on  Mark  Can you can get the best of both worlds bycombining a word mark with a symbol?Does the symbol and the mark give people twocues to memory?The symbol can communicate a message thatsupports the name.
  • 22. 22  Topology of logos•  The  Emblem  Perhaps a better approach for somecompanies is to make their name anintrinsic part of the symbol, creating aniconic emblem of the brand.
  • 23. 23  Brand Names  The right name is:• tireless• timeless• easy to say• memorable• has rhythm• looks good in an email and in the logoA well chosen name is an asset and a24/7 workhorseBUT:Takes a rigorous and exhaustive process – frequently hundreds ofnames are reviewed prior to finding the one that is right and legal
  • 24. 24  Qualities of effectivebrand names  Meaningful: it says something about the essence of a brandDistinctive: unique, memorable, differentiatedFuture-oriented: fits with growth change and successModular: enable brand extensions with easeProtectable: owned and trademarked and domain namePositive: generally positive connotations in the marketservedVisual: lends itself well to graphic applications; in text andbrand standards
  • 25. 25  Types ofbrand names  Founder: named after person or peopleDescriptive: convey the nature of the businessFabricted: a made up nameMetaphor: a noun used to allude to qualityAcronym: of the full name. Initials only (AGO)Magic Spell: altered spelling that is unique and memorableCombinations of above: Citibank (descriptive & magic spell)
  • 26. 26  Taglines  A tagline is a short phrase that captures acompanies brand essence, personality andpositioning. Deceptively simple, but grows outof intensive strategic and creative processThe best have a long lifespan, are meaningfuland well used. Nike’s “Just Do It!” has becomepart of popular culture. Target’s “Expect More.Pay Less” is a brand promise.
  • 27. 27  Types of Taglines  IMPERATIVE: commands action starts with a verbYOU TUBE – Broadcast yourselfDESCRIPTIVE: describes the product, brand or serviceTED – Ideas worth spreadingSUPERLATIVE: positions the company as best in classBUDWEISER – King of BeersPROVOCATIVE: makes you think; typically a questionDAIRY COUNCIL – Got milk?SPECIFIC: reveals the business categoryVW – Drivers wanted
  • 28. 28  Sources:  Wikipedia  HTTP://EN.WIKIPEDIA.ORG/WIKI/WORLD_WIDE_FUND_FOR_NATURE  HARLEY  DAVIDSON  HTTP://JULESSOWDER.ARTICLEALLEY.COM/WHAT-­‐IS-­‐BRAND-­‐ESSENCE-­‐51373.HTML  JUST  CREATIVE:  HTTP://JUSTCREATIVE.COM/2010/04/06/BRANDING-­‐IDENTITY-­‐LOGO-­‐DESIGN-­‐EXPLAINED/  FEDEX:  http://www.fedex.com/ca_english/about/overview/companies/index.html?link=4MERRIAM AND ASSOCIATES:http://merriamassociates.com/2009/06/logo-styles-and-logo-types/Designing Brand Identity:Alina Wheeler