The document discusses various aspects of branding including the primary functions and outcomes of branding, qualities of effective names and taglines, categories of logos, applications of brand messaging, elements of brand ideals, components of brand core values, core brand elements, types of brand archetypes, and types of brand advertising. It provides information on navigation, reassurance, awareness, loyalty, being timeless and memorable, keeping the tagline clear and relevant, using monograms, pictograms, and mascots, applying branding to names and communications, having vision, meaning, and values, focusing on integrity, respect, leadership, and passion, setting the core purpose, mission, values, and audience, exploring brand archetypes like the innocent and

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Primary Functions of a Brand :
Navigation for the consumers
Reassurance to the customer
Help identify with the brand
Primary Outcomes of Branding :
Build awareness
Attract new customers
Increase customer loyalty

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Qualities of an Effective Name :
Timeless
Easy to pronounce
Memorable
Its sound has a rhythm
Qualities of an Effective Tagline :
Keep it clear and easy to understand
Make it sound clever, yet keep it short
Ensure that it feels relevant to the brand
Make sure that it sounds nice when we say it

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Different Categories of Logos :
Monograms or Lettermarks
Wordmarks or Logotypes
Pictorial logos
Abstract logos
Mascot logos
Combination marks
Emblem logos

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Applications of Brand Messaging :
Brand Nomenclature
- brand name, tagline, product names, service names, and division names.
Brand Essence
- Mission & Vision statements, value propositions, key messages, elevator speech, and hashtags.
Communications
- brand’s voice, tone, headline style, and social media post descriptions.
Information media
- titles, email signatures, voicemail messages, and content.
Brand’s Touchpoints
- websites, annual reports, brochures, apps, presentations, and advertising campaigns.

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Different Elements of Brand Ideals :
Vision
Meaning
Authenticity
Coherence
Differentiation
Flexibility
Longevity
Commitment
Value

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Components of Brand Core Values :
Integrity
Respect
Responsibility
Sportsmanship
Leadership
Passion
Qualities of Great Brand Core Values :
Be clear and be sincerely followed and cared for.
Build connections with customers who have similar beliefs.
Be distinct and help the brand stand out.

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Core Brand Elements of a Brand :
Core Purpose
Vision
Mission
Values
Personality
Capabilities
Core Competencies
Competition
Target Audience
Brand Essence
Value Proposition

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Different Types of Brand Archetypes :
The Innocent
The Everyman
The Hero
The Outlaw
The Explorer
The Creator The Sage
The Ruler
The Magician
The Lover
The Caregiver
The Jester

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Different Types of Brand Advertising :
Print Advertising
- Newspaper, magazines, flyers & brochure advertisements, etc.
Broadcast Advertising
- Television and radio advertisements.
Outdoor Advertising
- Billboards, banners, vehicle wraps, etc.
Digital Advertising
- Advertisements displayed over the internet, on social media, or digital devices.
Product/Brand Integration
- Product placements in entertainment media like inside a TV show, or a YouTube video.