Technology Assessment International                 THE VALUE OF VISUAL                  BRANDING FOR B2B                 ...
Technology Assessment International       The Value of Branding: Study Results       What is a Brand? - Definition and E...
Technology Assessment International       The Value of Branding:       Study ResultsGrowth Strategies     New Markets     ...
Technology Assessment International                  The Effects of Branding     Brand name positively associated with pe...
Technology Assessment International      Brand Leadership Effect on Pricing     Command higher prices (4 studies)     Su...
Technology Assessment International      A Midwestern insurance company used color to      highlight key information on th...
Technology Assessment International       What is a Brand?Growth Strategies     New Markets        New Product Development...
Technology Assessment International    A Brand is…                          …a summary of identity and value    Visual ele...
Technology Assessment International                  Brand Example: Coffee    Quick and affordable:    A great experience:...
Technology Assessment International      Brand Example: Household Goods    Inexpensive and functional:                    ...
Technology Assessment International       The Meaning of Color in BrandingGrowth Strategies     New Markets        New Pro...
Technology Assessment International       60% + of the decision to buy a product is          based on color (Research resu...
Technology Assessment International            Color Impression is Cultural   Color:     Association (various cultures):  ...
Technology Assessment International                      Some Study Results     Color increases brand recognition by up t...
Technology Assessment International                           What Colors Say                            Saturated colors:...
Technology Assessment International          Color Impression is Contextual     Color:     Engineering:               Medi...
Technology Assessment International         The more sophisticated the purchase, the more sophisticated                   ...
Technology Assessment International          Primary colors: speed and simplicity in decision makingGrowth Strategies     ...
Technology Assessment International                  Complex Decisions: Sophisticated Color Schemes                       ...
Technology Assessment International                                         Shaded/grey colors convey conservatismGrowth S...
Technology Assessment International     White space conveys “high tech”Growth Strategies     New Markets        New Produc...
Technology Assessment International                       Visual Branding                  is a Communications Tool       ...
Technology Assessment International                       Brand Transmission                  Your                        ...
Technology Assessment International                                    Audiences       Customers and prospects (Engineers...
Technology Assessment International        What Do Your Audiences See?       Website                                     ...
Technology Assessment International            The Strongest Brands Deliver                 the Greatest Value    Visual b...
Technology Assessment International                           Ready to Increase                        the Value of your B...
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The Value of Visual Branding for B2B

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The Value of Branding: Study Results
What is a Brand? - Definition and Examples
The Meaning of Color in Branding
Visual Branding as a Communications Tool
Maximizing the Value of your Brand through Visual Branding

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The Value of Visual Branding for B2B

  1. 1. Technology Assessment International THE VALUE OF VISUAL BRANDING FOR B2B Why is it valuable? How to achieve itGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  2. 2. Technology Assessment International  The Value of Branding: Study Results  What is a Brand? - Definition and Examples  The Meaning of Color in Branding  Visual Branding as a Communications Tool  Maximizing the Value of your Brand through Visual BrandingGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  3. 3. Technology Assessment International The Value of Branding: Study ResultsGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  4. 4. Technology Assessment International The Effects of Branding  Brand name positively associated with perception of quality and purchase rate (Brown and Dacin 1997, Day and Deutscher 1992, Dodds Monroe and Grewal 1991, Leclerc Schmitt and Dube 1994, Rao and Monroe 1989)  Most strongly felt in “experience goods” (Wernerfelt 1988)  Mitigates the impact of a negative trial experience (Smith 1993)  Stores more likely to carry a brand if it has an image of high quality (Lal and Narasimhan 1996)Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  5. 5. Technology Assessment International Brand Leadership Effect on Pricing  Command higher prices (4 studies)  Support for price increases (2 studies)  Increase market share at the expense of smaller brands (3 studies)  Protection from price competition by smaller brands (4 studies)  Unique message advertising reduces effect of future price competition (1 study)Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  6. 6. Technology Assessment International A Midwestern insurance company used color to highlight key information on their invoices. As a result, they began receiving customer payments 14 days earlier.Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  7. 7. Technology Assessment International What is a Brand?Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  8. 8. Technology Assessment International A Brand is… …a summary of identity and value Visual elements convey…. …the brand at a glanceGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  9. 9. Technology Assessment International Brand Example: Coffee Quick and affordable: A great experience:Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  10. 10. Technology Assessment International Brand Example: Household Goods Inexpensive and functional: Affordable but young and more stylish The best at any price:Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  11. 11. Technology Assessment International The Meaning of Color in BrandingGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  12. 12. Technology Assessment International 60% + of the decision to buy a product is based on color (Research results)Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  13. 13. Technology Assessment International Color Impression is Cultural Color: Association (various cultures): Examples: Red Power, importance, danger, emergency, joy, “Seeing Red”, Red Power Tie, Red celebration, anger, luck, welcome, Carpet Orange Health, change, heat, energetic Autumn, Astronauts’ Tang Yellow Hazard, cowardly, welcome, courage, Yellow-bellied, “Tie a Yellow mourning, bright, cheerful, death, perky, Ribbon”, Road Signs excitement Green Balance, harmony, freshness, stability, Green Rooms, “Going Green” military, nature, relaxing Blue Importance, confidence, intelligence, unity, Police Uniforms, Power Suit, “Being conservatism, loyalty, sadness Blue” Purple Royalty, bravery, importance, dedication, Purple Heart, Royalty warmth, wealth, sacred, sophistication Black Authority, timeless, evil, slimming, Black Tie, Villain submission, aloof, elegance White Pure, clean, innocent Angels, Brides, SnowGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  14. 14. Technology Assessment International Some Study Results  Color increases brand recognition by up to 80% (study conducted by the University of Loyola-Maryland)  Between 62% and 90% of first 90 seconds assessment is based on color alone  Blue favorite color for men and women (multiple studies)  Men prefer darker, brighter colors, women prefer softer, cooler colors.Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  15. 15. Technology Assessment International What Colors Say Saturated colors: Energy Shaded colors: low key, in the past, conservativeGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  16. 16. Technology Assessment International Color Impression is Contextual Color: Engineering: Medical: Finance: Red Hot, danger Danger, emergency Loss Yellow Caution, warning Jaundice Important, substantial Green Safe, environmental Infection Profit Blue Water, cold, cool Death, poison Reliable, corporate Cyan Steam Poison, lack of oxygen Cool, subdued Implication: Who are your audiences and what do they see?Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  17. 17. Technology Assessment International The more sophisticated the purchase, the more sophisticated the design and color palette (more use of tinting and shading, elaborate fonts) United Airlines - Full Service Ted Airlines - Budget Service Many Elements Fewer Elements Multiple Shades of Blue Few Shades of BlueGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  18. 18. Technology Assessment International Primary colors: speed and simplicity in decision makingGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  19. 19. Technology Assessment International Complex Decisions: Sophisticated Color Schemes (Consulting, Engineering and Construction)Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  20. 20. Technology Assessment International Shaded/grey colors convey conservatismGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  21. 21. Technology Assessment International White space conveys “high tech”Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  22. 22. Technology Assessment International Visual Branding is a Communications Tool Who are your audiences?Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  23. 23. Technology Assessment International Brand Transmission Your Directly Company Internally Outside Audiences Your Uncontrollably Employees Internal branding is essential to consistent external branding !Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  24. 24. Technology Assessment International Audiences  Customers and prospects (Engineers?)  Customers purchasing (Women and Men?)  Customers receiving department  Academia  Competitors  Employees and potential employees  Suppliers and potential suppliers  Principals  Visitors and general public  Media  Regulatory Agencies  Billing  Banks  Investors, existing and potential Including Finance Professionals, Operations, Publications, Engineers…Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  25. 25. Technology Assessment International What Do Your Audiences See?  Website  Employment Applications  Business cards  Employee handbook  Forms (web and paper)  Helpful charts employees use  Letterhead/Envelopes  Packaging for shipping  Emails  Product appearance  Slides  Product labels  Sales brochures  Test reports  Folders  Product manuals  Article reprints  Give away (Cloth bags)  Posters  Expo Booth  Logo  Technical/White Papers  Lobby décor  Advertisement  Office décor  Presentation Packets  Job advertisements  Exterior SignageGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  26. 26. Technology Assessment International The Strongest Brands Deliver the Greatest Value Visual branding applied…  Consistently  Universally  Persistently …communicates and strengthens brands.Growth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan
  27. 27. Technology Assessment International Ready to Increase the Value of your Brand? www.TechnologyAssessment.comGrowth Strategies New Markets New Product Development Process Market Research Increasing Sales with Existing Resources American Subsidiary Plan

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