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Designing Brand
BRANDbrand
a name given to a product or serviceA name, term, design, symbol, or any other feature that identifies one seller’s       ...
“I don’t know who you are.I don’t know your company.I don’t know your company’s products.I don’t know what your company st...
This is a logo         • AKA a “mark”         • Not a brand…           brand is more
Brian Collins says…          • A brand is a symbol            that makes a promise            of an experience          • ...
David Aaker says           A mental box with           • Advertisements           • PR           • News articles          ...
Brand and the User Experience  Creating a good customer  experience is the essence of  good brandingHugh Dubberly’s Model ...
What is a brand?Strawman: A collectively held idea of a         company by its customers in reaction         to the messag...
What is Brand Identity?Brand Identity is the unique set of brandassociations that the brand strategist aspires tocreate or...
Aspects of Brand• BRAND IMAGE  – How the brand is now perceived• BRAND IDENTITY  – How strategists want the brand to    be...
Brand Management                                                             Brand                                        ...
Brand Management                                                     Popular, fun,                                        ...
You deserve a break                                         today                                                         ...
Internal & ExternalWalmart’s greetersRitz-Carletons “how may we be ofservice?”
What’s going on here?
More than a ProductBRAND              Organizational              Associations                   Brand Personality        ...
Brand Identity Planning                           Extended                             coreBrand As Product    Brand as   ...
Extended                              coreBrand As Product     Brand as          Brand As         Brand As                ...
YOU                                 Extended                                   core Brand As Product        Brand as      ...
Consistency
What can be customized?
The Nature of Consistencyis how consistent must the property design be        to keep the brand consistent?
Everything on brand
Brand checklist1. I can clearly define my mission when asked: Why do I exist?2. I have a clearly defined promise for my cu...
Designing Brand
Designing Brand
Designing Brand
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Designing Brand

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A short explanation of brand and how to design for it

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Transcript of "Designing Brand"

  1. 1. Designing Brand
  2. 2. BRANDbrand
  3. 3. a name given to a product or serviceA name, term, design, symbol, or any other feature that identifies one seller’s www.cogsci.princeton.edu/cgi-bin/webwn good or service as distinct from those of other sellers. The legal term for a recognizable kind; "theres a new brand of hero in the movies now"; "what brand is trademark. A brand may identify one item, a family of items, or make of car is that?" all items of that seller. www.cogsci.princeton.edu/cgi-bin/webwn www.scottmcnealy.com/businessplanning/GlossaryProductDevelopment Terms.htmA name, number, term, sign, symbol, design What is Brand?or combination of these elements that an organization uses to identify one or A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a more products. relationship between consumers and the product/service. www.bcbstx.com/glossary/ www.allaboutbranding.com/index.lasso A name, number, term, sign, symbol, design, or combination of these elementsA design, mark, symbol or other device that distinguishes one line or type of that an organization uses to identify one or more products. goods from those of a competitor. www.healthadvantage-hmo.com/customer_service/terms.asp www.powerhomebiz.com/Glossary/glossary-B.htm a trademark or trade name that identifies a product, a distributor, a producerA name, term, design, symbol, or any other feature that identifies one sellers or a manufacturer. good or service as distinct from those of other sellers. The legal term for www.abc.net.au/eightdays/glossary/default.htm brand is trademark. A brand may identify one item ,a family of items, or Product identification by word, name, symbol, design, or a combination of all items of that seller. these. www.pdmamn.org/NPD%20Glossary.htm www.fluidcommunications.biz/marketing/marketing_definitions.htmThat combination of name, words, symbols, or design that identifies the product A brand is a mixture of attributes, tangible and intangible, symbolised in a and its source and distinguishes it from competing products-the trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer fundamental differentiating device for all products. (Ch. 5, 6) perspective it is "the promise and delivery of an experience"; from a highered.mcgraw- business perspective it is "the security of future earnings"; from a legal hill.com/sites/0072415444/student_view0/glossary.html perspective it is "a separable piece of intellectual property." Brandsa mark or symbol identifying or describing a product and/or manufacturer, that offer customers a means to choose and enable recognition within is embossed, inlaid or printed. cluttered markets. www.nahad.org/ihag/section_2.htm www.hidp.org/programmer/glossary.html A name, term, design, symbol, or any other feature that identifies one sellersA noun. A proper noun that is attached to an individual, a firm, a product or a good or service as distinct from those of other sellers. The legal term for service. Any proper noun may be a brand. Any individual or firm is a brand is trademark. A brand may identify one item, a family of items, or brand. A successful brand offers differentiating values for buyer all items of that seller. appreciation. www.shapetomorrow.com/resources/b.html www.jaffeassociates.com/JaffeNews/00BrandGlossary.html A name, term, design, symbol, or any other feature that identifies one sellersThe Clicquot brand, etc., the best brand, etc. That is the merchants or excise good or service as distinct from those of other sellers. p. 269 mark branded on the article itself, the vessel which contains the article, users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html the wrapper which covers it, the cork of the bottle, etc., to guarantee its A printed symbol of ownership that a company hopes consumers will associate being genuine, etc. Madame Clicquot, of champagne notoriety, died in with quality. 1866. He has the brand of villain in his looks. It was once customary to www.jscfcu.org/kidglossary.htm brand the cheeks of felons with an F. The custom was abolished by law in 1822. www.bootlegbooks.com/Reference/PhraseAndFable/data/171.htmljargon for those things associated with a product name, such as the image or concept in customers minds about what it means to them www.journalism-school.com/fgloss.htmUmbrella term applied to everything from a name or logo, to the overall reputation of an organization or product.
  4. 4. “I don’t know who you are.I don’t know your company.I don’t know your company’s products.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s reputation.Now - What was it you wanted to sell me?” McGraw-Hill Magazine Ad
  5. 5. This is a logo • AKA a “mark” • Not a brand… brand is more
  6. 6. Brian Collins says… • A brand is a symbol that makes a promise of an experience • Pirates uses pirate flags to promise pillaging. • Customers recognize this promise and flee or surrender.
  7. 7. David Aaker says A mental box with • Advertisements • PR • News articles • Product experiences • Customer experiences
  8. 8. Brand and the User Experience Creating a good customer experience is the essence of good brandingHugh Dubberly’s Model of Brand
  9. 9. What is a brand?Strawman: A collectively held idea of a company by its customers in reaction to the messages the company sends via advertising, product design and public relations.
  10. 10. What is Brand Identity?Brand Identity is the unique set of brandassociations that the brand strategist aspires tocreate or maintain. These associations representwhat the brand stands for and imply a promiseto customers for the organization members.
  11. 11. Aspects of Brand• BRAND IMAGE – How the brand is now perceived• BRAND IDENTITY – How strategists want the brand to be perceived• BRAND POSITION – The part of the brand identity and value proposition to be actively communicated to a target audience
  12. 12. Brand Management Brand Identity Results Strategy Brand StrategistBrandImage Brand Position Customers & Potential Messaging Marketing, PR, Product customers
  13. 13. Brand Management Popular, fun, goofy expressiveResults Strategy Brand Strategist Do you Yahoo? Customers & Potential Messaging Marketing, PR, Product customers
  14. 14. You deserve a break today Audience: Adults Message: Treat yourself, don’tAudience: Anyone cookMessage: Every eats here, mustbe good Audience: Teens, young adults Audience: Families Message: We’re hip Message: it’s fun here Did these emerge from audience feedback, or strategy?
  15. 15. Internal & ExternalWalmart’s greetersRitz-Carletons “how may we be ofservice?”
  16. 16. What’s going on here?
  17. 17. More than a ProductBRAND Organizational Associations Brand Personality Symbols PRODUCTCountry of ScopeOrigin Attributes Quality Uses Brand-customer Relationships User Imagery Emotional Self-Expressive Benefits Benfits
  18. 18. Brand Identity Planning Extended coreBrand As Product Brand as Brand As Brand As Organization Person Symbol1. Product Scope 1. Organizational 1. Personality 1. Visual2. Product Attributes Imagery and Attributes 2. Brand- metaphors 2. Local vs. customer3. Quality/Value Global relationship 2. Brand4. Uses Hreritage5. Users6. Country
  19. 19. Extended coreBrand As Product Brand as Brand As Brand As Organization Person Symbol1. Search 1. Hardworking, 1. Honest, but 1. Simple2. Fast, fun, cult playful. design, basic comprehensive html. Logo is 2.Global view 2. Always3. “The best” not sacred. there for you.4. Find anything: 2. “old research to fun internet’5. Everyone6. International
  20. 20. YOU Extended core Brand As Product Brand as Brand As Brand As Organization Person Symbol 1. ____________ 1. ___________ 1.__________ 1. __________ 2. ____________ 2. ___________ 2. __________ 3. ____________ ____________ 4. ____________ 2.__________ 5. ____________ 6. ____________From David Aaker’s Building Strong Brands. On Amazon
  21. 21. Consistency
  22. 22. What can be customized?
  23. 23. The Nature of Consistencyis how consistent must the property design be to keep the brand consistent?
  24. 24. Everything on brand
  25. 25. Brand checklist1. I can clearly define my mission when asked: Why do I exist?2. I have a clearly defined promise for my customers.3. My brand has a personality.4. I have a tagline that communicates my brand promise in amemorable way.5. I have a logo that is simple and works (and I use it everywhere)6. I have mapped my promise and personality into my customer’sexperience.7. I have defined new hiring criteria for all new employees.8. I have implemented training for new and existing employees.9. I am my brand.
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