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Identity1
- 1. Бранд. Фирмен стил. Брандбук.
- 2. Изграждане на умения за самостоятелно разработване и мотивиране на единни корпоративни стилистични решения
- 5. Различните роли в бизнеса и маркетинга - да ги дефинираме...
- 6. Процесът по развитие на консистентна комуникация, която изразява ядрото и ценностите на компанията.
- 8. Без очевидно или изявено декларирана разграниченост, за потенциалните клиенти може да е трудно да разберат с какво твоята компания е по-различна от останалите и ще им е дори по- трудно да те изберат.
- 10. Ако знаеш с какво си по-различен от конкурентите, можеш да кажеш на своите потенциални клиенти каква е твоята позиция в индустрията и как тя се отнася до тях.
- 14. Имидж. Корпоратичната идентичност НЕ е бранд. Брандът е идеята зад идентичността на компанията. Брандът са ценностите, в какво вярва компанията, как се държи – с клиенти, служители, партньори, и какво е тяхното впечатление за нея. Брандът отнема време да се изгради, защото се определя от чуждото мнение.
- 18. ... За бранд
- 26. Ключът към успешния ребрандинг – „Истинската причина за ребрандиране е да промениш очакванията на аудиторията," Frankel. „Смяната на бранд стратегията означава да се превърнеш в друга компания.... А не просто да промениш името или логото си."
- 28. Heineken: https://www.scribd.com/d oc/69182524/Heineken- Identidad-Visual- Corporativa Skype 1: http://download.skype.co m/share/blogskin/press/s kype_brandbook.pdf Skype 2: https://issuu.com/bondo/d ocs/skype_brand_book_- _look UBER: https://brand.uber.com/ Santa: http://www.quietroom.co. uk/santa_brandbook/ https://issuu.com/bondo/d ocs/sun Документ, описващ позиционирането на бранда, историята на компанията/бранда и тяхната употреба на кратко. Този документ по-скоро се дава на служителите като вътрешна информация с цел да им помогне да разпознават и защитават бранда и културата на компанията. Съдържа: Философия, Мисия, Визия, Ценности на търговската марка, История, Особености при дистрибуцията, Лоялност към клиента, Послания
- 29. Netflix: https://issuu.com/bondo/docs/net flix_style_guide/1 Apple 1: http://powerbranding.ru/wp- content/uploads/2013/11/apple_ brandbook.pdf Apple 2: https://developer.apple.com/appl e-pay/Apple-Pay-Identity- Guidelines.pdf WEB: http://style.codeforamerica.org/ Dropbox: https://www.dropbox.com/brandi ng#screenshots Starbucks: https://www.scribd.com/doc/101 690405/QSR-Starbucks-We- Proudly-Serve-Logo-Usage- Guideline DC COMICS: https://www.facebook.com/medi a/set/?set=a.207954002578217.5 9091.207950722578545 PAYSAFE: https://drive.google.com/open?id =0BzjQtHoOXJMgdjlPcGQ5S1h LQXc Visual Guidelines/Style guide Документ с инструкции - този документ се ползва най-вече от маркетинг екипа и маркетинг партньорите на дадена компания. Описва механиката на използване и показване на бранда. Съдържа: Логотип, цветове, шрифтове, стилообразуващи елементи, правила за оформление, образци, дата на създаване и контакти на маркетинг отдел
- 30. Adobe: http://brandcenterdl.adobe.co m/Corpmktg/Brandmktg/Cam paign_Assets/guidelines/corpo rate/corporate_brand_guidelin es.pdf Pizza Hut: https://www.scribd.com/doc/47 339523/PIZZA-HUT-Brand- Standards-Manual-Final REVLON: https://drive.google.com/open?i d=0BzjQtHoOXJMgcVhCTGZl WE90eEk Комбинация от горните две – адресира философията чрез използването на бранд елементите. Съдържа: Кратка версия на бранд бука + насоки за използване на елементите Ко-брандинг: брандиране на дъщерни продукти/компании
- 31. ...с домашното
Editor's Notes
- Branding is the process through which design and marketing professionals and firms help companies determine who they are and communicate about it. It is the process of crafting messages and communications materials that will help to form the impressions people will have about your company — the process of developing consistently applied communications that express who your company is at its core. Branding is rarely a destination. It is nearly always an ongoing process that evolves as a company evolves and grows.
- What differentiates you is not your logo, tagline or slogan or what your website looks like. Your differentiation is what you offer or do that sets you apart from other companies similar to you. For professional services businesses, which is our area of specialization, it is usually a minor characteristic that a company embraces as its signature difference. Without an obvious or expressed and declared differentiation, it can be difficult for potential customers to detect how you are different and even harder for them to choose you as their preference.
- Positioning refers to where you stack up within your industry, relative to your competitors. Branders like us use positioning strategy as a way to tell customers what you are better at than the others. Your differentiation (see above) is a function of your positioning strategy. If you know how you are different from your competitors, you can tell potential customers what your position in the industry is relative to them. This is very helpful information for customers to have. It’s one of the key ways they evaluate you; customers will assign a position to you in their minds even if you don’t tell them your thoughts on the matter.
- Фирмен стил. Corporate Identity is the combination of a company’s logo, including the logo visual and typestyle, and the tagline or definition statement used with your logo that communicates a three or four word message about what you do or how you do it.
- Имидж. Your corporate identity is not your brand. A brand is the idea behind a company’s identity, the impression people have of you. A brand is what you stand for, believe in, behave like, and how you are perceived by those that conduct business with you or otherwise experience interaction with you. It’s the collective sum of who you are as an organization. A brand takes time to build, because it’s defined by what others think about you, and such impressions (be they positive or negative) take time to form and build.
- Now that we’ve spelled out what all the terms mean, it makes perfect sense, right? Well, often, no. The things that go into branding and marketing are subtle and interrelated just like the muscles in your body are interrelated. They each affect the other and when one isn’t working right, the other ones have to compensate. So don’t worry if there’s still some fuzziness about it for you. As long as you’re working on it and trying to communicate as clearly as you can, you’re working the right direction.
- Maybe the SciFi Channel should have checked out urbandictionary.com before it rolled out its new name. They would have discovered that, in most parts of the world, "syfy" is a slang term for syphilis.
- ABC News reports that the logo, which cost $800,000 to create, was generally deemed as childish, ridiculous, ugly, and in no way representative of London or the Games. Visually, "it's really hard to understand what they're trying to say," Method's Alicia Bergin commented.
- Pepsi is no stranger to logo redesigns. But the company reportedly spent $1 million on their latest reincarnation, and it turned out like... this.