DEFINITIONS The American Marketing Association defines a BRAND as a "Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers." A brand can take many forms, including a name, sign, symbol, colour combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. The word branding began simply as a way to tell one persons cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity—it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.
DEFINITIONS A LOGO is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark). In the days of hot metal typesetting, a logotype was a uniquely set and arranged typeface or colophon. At the level of mass communication and in common usage a companys logo is today often synonymous with its trademark or brand
ADVERTISING is a form of communication used to encourageDEFINITIONS or persuade an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers.
EXISTINGSO TO MAKE ANADVERTISEMENT BETTER ENHANCE THE BRAND AND THE LOGO
DO YOU KNOW?In 2010, spending on advertising was estimated at more than$300 billion in the United States and $500 billion worldwide.It is only by branding and logo design that the maximumamount of visibility is attained by any product or service. So itmakes sense to rebuild the brand and the logo.
HOW DO YOU REBRAND FOR ENHANCING ADVERTISEMENT?What are the questions that It should be kept in mind to make sure thatyou should ask yourself the original essence of the brand remain.when you try to revamp Hiring a good ad team will do the jobyour brand for advertising. effectively.• Is the current brand recognized with a good reputation? If so, then dont completely abandon it, instead modify it or make your new brand a variation• What makes your product better than the competition and what are its weaknesses? Make sure the branding highlights the advantages.• What are the customers concerns in purchasing and driving motivators to purchase? For example, lets say you sell shoes. If your shoes are very fashionable, then your brand should be about looks, like "sexy feet!". If your shoes are the most comfortable in the world, then the brand should be about that, like "snuggly feet"
HOW DO YOU REBRAND FOR ENHANCING ADVERTISEMENT?• what words and expressions does your target market like? Some terms are generational or gender focused. Others are tied to an interest or hobby. Think about the words and phrases and how your target market perceives them.• What markets/audiences are we missing?• How will re-branding help communicate our message?• What are our strengths, weaknesses, opportunities and threats?• How are we different from the competition?• Will re-branding or revamping alienate your existing customers?you dont own your brand, because the brand isowned within the minds of customers and ANDpotential customers. So in order to change yourbrand you must change what your customers and THEpotential customers THINK when they see or hearyour company name or logo. Research should be REVAMPINGcarried out to measure shifting customer loyaltiesand also to value the dynamics in markets. IS DONE
EXAMPLE- Revamping the twitter logo. AFTER Alternate 01
EXAMPLE- Revamping the twitter logo. AFTER Alternate 02
SO As you can see, the revamped version of twitter looks quite different from the older version. It makesWHATS it more lively and gives the impression that its full of content. Besides the tagline and the cell phone and NEW the laptop vectors promises accessibility anytime anywhere. HERE COMPARISION OLD LOGO NEW LOGO Monotone Color Multitone color Only Text Text and Graphics Lively Graphics No Tagline Catchy Tagline Plain Text Stylish and Suave Fun feeling Promises more content
The new Logo creates the following impressions in the customer’s minds: Cool Stylish Funny Greater access with mobiles and laptops More content Urges people to share more.• The new monotone logo shows simplicity and elegance. • The colorful logo shows fun and a certain degree of informality.