Introduction to Art of Marketing and Branding Critique

Introduction to Art of Marketing and Branding
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Assessment A visual re-designExisting
logoCompany/productSeries of visual ideasCommunication
campaign that would use the logo.Supported by Critique of the
brand design2500 wordsSubmission Date; January 11, 2017.
Critique
Criticizing a literary or other work; a detailed evaluation or
review.
Critique1. an article or essay criticizing a literary or other
work; detailed evaluation; review. 2. a criticism or critical
comment on some problem, subject, etc. 3. the art or practice of
criticism.4.to review or analyse critically.
http://dictionary.reference.com/browse/critique
LOGORecognizable and distinctive graphic design, stylized
name, unique symbol, or other device for identifying an
organization. Also called logotype, it is affixed, included, or

printed on all advertising, buildings, communications,
literature, products, stationery, and vehicles. Not to be confused
with a brand, which identifies a product or family of products.
http://www.businessdictionary.com/definition/logo.html
LOGOa design or symbol used by a company to advertise its
products.
http://dictionary.cambridge.org/dictionary/british/logo
Brand DesignBrand is a name, term, sign, symbol or design or a
combination of these that identifies the goods or services of one
seller or group of sellers and differentiates them from those of
competitors.
(Philip Kotler 2007)
Proposed Sequence of AssignmentSelection of LogoOverview of
the organization/productVisual understandingRe design of logo
(Visual ideas)Communication campaignExistingAny changes in
your view pointBrand DesignYour views about the logo and
brandBrand Position (Competitors performance)Conclusion

7
Copyright © 2011 Pearson Education
Global Edition
Products/Services Brands
How to Build Customer Value
7 -
*
What is a Product?
A product is anything that can be offered to a market for
attention,
acquisition, use, or
consumption that
might satisfy a want
or need.
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*
Services
Services are a form of product that consist
of activities, benefits, or satisfactions offered for sale that are
essentially intangible and do not result in the ownership of
anything.

7 -
*
Three Levels of Product
Notes to Accompany Slide:
The most basic level is the core customer value, which
addresses the question “What is the buyer really buying?” At
the second level, product planners must turn the core benefit
into an actual product. They need to develop product and
service features, design, a quality level, a brand name, and
packaging. Finally, product planners must build an augmented
product around the core benefit and actual product by offering
additional consumer services and benefits.
*
7 -
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Other Product/Service Classifications
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Social Marketing
Social marketing is the use of commercial marketing concepts
and
tools in programs designed
to influence individuals’

behavior to improve their
well-being and that
of society.
7 -
*
Discussion Question
What social marketing efforts do you feel are successful?
Answer: Students will have a variety of responses to this
question.
*
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Individual Product and Service Decisions
*
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Product and Service Attributes

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Branding
identifies the maker or seller of a product or service.
A brand is a name, term, sign, symbol, or design, or a
combination of these, that
7 -
*
Packaging
Packaging involves designing and producing the container or
wrapper for a product.
Companies are realizing the power of good packaging to create
immediate consumer recognition of a brand.
*
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*
Labeling
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Logo
A recognizable graphic design element, often including a name,
symbol or trademark, representing an organization or product
Logos come in two basic forms: abstract symbols (like the apple
in Apple Computer) or logotypes, a stylized rendition of your
company's name. You can also use a combination of both
(http://www.entrepreneur.com/encyclopedia/term/82398.html)
4
Global Edition
Managing
Marketing Information
to Gain Customer Insights
4 -
*
Marketing Information and
Customer Insights
Fresh understandings of customers…
from
customer insights…
That become the basis for creating customer value and

relationships
*
4 -
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Assessing Marketing
Information Needs
A company must balance what the users would LIKE to have
against what they really NEED and what is FEASIBLE for a
firm to offer.
*
4 -
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Developing Marketing Information
Marketers can obtain the needed information from internal data,
marketing intelligence, and marketing research.
*

4 -
*
The systematic design, collection, analysis, and reporting
of data
relevant to
a specific
marketing
situation
facing
an organization
Marketing Research
4 -
*
Discussion Question
If market research is so important, why do many companies
NOT conduct research?
Answer: The basic answer is that they are poor marketers.
They do not feel that they have the time or the resources for
research. Companies must realize there are cost effective
methods of research, especially with the use of the Internet. In
addition, they have a plethora of research data in their internal
databases and through their distribution network.
*
4 -
*

The Marketing Research Process
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Developing the Research Plan
Marketer’s Questions
What information do we need?
How will we get it?
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*
Interpreting and Reporting Findings
The research should present IMPORTANT
findings that are related to
decision making.
It is important not to overwhelm management when presenting
research results.
*
4 -
*

Customer Relationship Management (CRM) involves
managing
customer
“touch points”
in order to
maximize
customer
loyalty
Analyzing and Using Marketing Information
A-The Global Marketplace
B-Direct, Online, Social Media, and Mobile Marketing
The Global Marketplace
Copyright © 2016 Pearson Education, Inc.
19-2
With sales stagnating in its mature markets, Coca-Cola is
looking to emerging markets—such as Africa—to meet its
ambitious growth goals.
Its African distribution network is rudimentary but effective. -
Getty Images
“Africa is not Atlanta,” observes one analyst, “and “Coke is, in
a sense, sticking its hand into a bees’ nest to get some honey.”
2
Global Marketing Today
A global firm
operates in more than one country
gains marketing, production, R&D, and financial advantages not

available to purely domestic competitors
sees the world as one market
19-6
A global firm minimizes the importance of national boundaries
and develops global brands. The global company raises capital,
obtains materials and components, and manufactures and
markets its goods wherever it can do the best job.
For example, U.S.-based Otis Elevator, the world’s largest
elevator maker, is headquartered in Farmington, Connecticut.
However, it offers products in more than 200 countries and
achieves more than 83 percent of its sales from outside the
United States. It gets elevator door systems from France, small
geared parts from Spain, electronics from Germany, and special
motor drives from Japan. It operates manufacturing facilities in
the Americas, Europe, and Asia. Otis Elevator is a wholly
owned subsidiary of global commercial and aerospace giant
United Technologies Corporation .
Many of today’s global corporations—both large and small—
have become truly borderless.
This does not mean, however, that every firm must operate in a
dozen countries to succeed. Smaller firms can practice global
niching. But the world is becoming smaller, and every company
operating in a global industry—whether large or small—must
assess and establish its place in world markets.
3
Direct, Online, Social Media, and Mobile Marketing
17-2

To realize its staggering marketing potential, Facebook is
developing a growing portfolio of products and apps that will
let it connect everyone in the world and make money doing it.
Despite Facebook’s staggering size and growth, it continues to
grapple with a crucial question: How can it profitably tap the
marketing potential of its massive online community without
driving off loyal users?
4
Direct and digital marketing involve engaging directly with
carefully targeted individual consumers and customer
communities to both obtain an immediate response and build
lasting customer relationships.
17-6
Direct and Digital Marketing
Companies use direct marketing to tailor their offers and
content to the needs and interests of narrowly defined segments
or individual buyers. In this way, they build customer
engagement, brand community, and sales.
For example, GEICO interacts directly with customers—by
telephone, through its Web site or phone app, or on its
Facebook, Twitter, and YouTube pages—to build individual
brand relationships, give insurance quotes, sell policies, or
service customer accounts.
5
For many companies today, direct and digital marketing
constitute a complete model for doing business.

17-7
The New Direct Marketing Model
The new direct marketing model: Online travel agency
Priceline.com sells its services exclusively through online,
mobile, and social media channels. Along with other online
competitors, Priceline.com has pretty much driven traditional
offline travel agencies into extinction.
Spurred by the surge in Internet usage and buying, and by rapid
advances in digital technologies direct marketing has undergone
a dramatic transformation. In previous chapters we have
discussed direct marketing as direct distribution—as marketing
channels that contain no intermediaries. We also included direct
and digital marketing elements of the promotion mix—as an
approach for engaging consumers directly and creating brand
community. In actuality, direct marketing is both of these things
and much more.
Most companies still use direct marketing as a supplementary
channel or medium, but for many companies today, direct and
digital marketing are more than just supplementary channels or
advertising media— they constitute a complete model for doing
business. Firms employing this direct model use it as the only
approach. Companies such as Facebook, Amazon, Google, eBay,
Netflix, GEICO, and Priceline.com have successfully built their
entire approach to the marketplace around direct and digital
marketing.
6
Direct and digital marketing have become the fastest-growing
form of marketing.

Direct marketing continues to become more Internet-based, and
digital direct marketing is claiming a surging share of marketing
spending and sales.
17-8
Rapid Growth of Direct and Digital Marketing
According to the Direct Marketing Association (DMA), U.S.
companies spent almost $133 billion on direct and digital
marketing last year. As a result, direct-marketing-driven sales
now amount to more than $2 trillion, accounting for 13 percent
of the U.S. economy. The DMA estimates that direct marketing
sales will grow 4.9 percent annually through 2016, compared
with a projected 4.1 percent annual growth for total U.S. sales.
U.S. marketers spent an estimated $43 billion on digital
advertising alone last year, an amount expected to increase
more than 14 percent this year. These efforts generated more
than $260 billion in online consumer spending. Total digital
advertising spending—including online display and search
advertising, video, social media, mobile, e-mail, and other—
now accounts for the second-largest share of media spending,
behind only television. Over the next four years, digital
marketing expenditures and digitally driven sales are expected
to grow at a blistering 9 percent a year.
7
Benefits of Direct and Digital Marketing to Buyers
Convenience
Ready access to many products
Access to comparative information about companies, products,
and competitors
Interactive and immediate

17-9
Discussion Question
When do you find direct mail to be a benefit as a consumer?
Students might mention favorite retailers that email them
coupons every week or coupons they get in the mail.
For buyers, direct and digital marketing are convenient, easy,
and private. They give buyers anywhere, anytime access to an
almost unlimited assortment of goods and a wealth of
Product and buying information.
Digital marketing through online, mobile, and social media
provides a sense of brand engagement and community—a place
to share brand information and experiences
with other brand fans.
8
Tool to build customer relationships
Low-cost, efficient, fast alternative to reach markets
Flexible
Access to buyers not reachable through other channels
17-10
Benefits of Direct and Digital Marketing to Sellers
Direct and digital marketing lets marketers make ongoing
adjustments to prices and programs, or create immediate,
timely, and personal engagement and offers. For example, last
Fourth of July, home improvement retailer Lowe’s issued a stop

motion “Happy 4th of July” Vine video showing tools exploding
into fireworks, a nice supplement to its ongoing Vine series of
do-it-yourself videos.
General Electric celebrated last year’s National Inventors’ Day
by asking its Twitter followers for offbeat invention ideas, then
created illustrations of the best ones, such as a “hand-holding
robot.”
Especially in today’s digital environment, direct marketing
provides opportunities for real-time marketing that links brands
to important moments and trending events in customers’ lives
(see Real Marketing 17.1). It is a powerful tool for moving
customers through the buying process and for building customer
engagement, community, and personalized relationships.
9
Introduction to Art of Marketing & Branding
1-*
Principles of Marketing 5e, © Pearson Education 2008
1-*
What is marketing?
Marketing is a social and managerial process by which
individuals and groups obtain what they need and want through
creating and exchanging products and value with others.

*
1-*
Core concepts: Understanding
the marketplace and customer needsNeeds, wants and
demandsMarket offeringValue, satisfaction and
qualityExchanges, transactions and relationshipsMarkets and the
marketing system
*
1-*
What is customer value?
Customer value is the consumer’s assessment of the product’s
overall capacity to satisfy his or her needs.
*

1-*
What is customer satisfaction?
Customer satisfaction is the extent to which a product’s
perceived performance matches expectations. If the product’s
performance falls short of expectations, the buyer is
dissatisfied, but if performance matches or exceeds
expectations, the buyer is satisfied.
*
1-*
Discussing the conceptsWhy should we study marketing?What
role does marketing play in satisfying human
desires?What are the key challenges in marketing &
branding?What is the impact of Marketing and branding on
society?
*

Brand Identity
Aqeel AHMED
Identity
The dictionary meaning of Identity refers to “the fact of being
who or what a person or thing is”
It is some thing that is associated with Person (Corporation)
Individual and unique characteristics of an individual, brand or
a corporate business.
Brand is an Identity
Brand awareness and recognition are facilitated by a visual
identity that is easy to remember and immediately recognizable.
Visual Identity triggers perception and unlock association of the
brand .
Signature
A signature is the Structured relationship between a logotype,
Brandmark and tagline.
Brandmark
Logotype
Tagline

Brandmark
Brandmarks can be assigned to a number of general categories
Sequence of Cognition
The science of perception examines how individuals recognise
and interpret sensory stimuli. The brain acknowledges and
remember shapes first. Visual images can be remembered and
recognized directly, while words must be decoded into meaning.
(Wheeler;2009)
SHAPE
Brain acknowledges distinctive shapes that make a faster
imprint on memory
Color
Color is the second in the sequence , color can trigger an

emotion and evoke a brand association.
Form
The brain takes more time to process language, so content is
third in line sequence behind shape and color
Wordmarks
A wordmark is a free standing word or words. It may be a
company name or an acronym.
The best Wordmarks are with distinctive font characteristics.
(Wheeler;2009)
Letterform Marks
The single letter is frequently used by designers as a distinctive
graphic focal point for a brand . The letter is always a unique
and proprietary design that is infused with significant
personality and meaning.
(Wheeler;2009)

Pictorial Marks
A pictorial mark uses a literal and recognizable image. The
image itself may allude to the name of the company or its
mission, or it may be a symbolic of a brand attribute.
Abstract Marks
An abstract mark uses visual form to convey a big idea or a
brand attribute. These marks by their nature, can provide
strategic ambiguity.

Conclusion
Brands are the source of differentiation. VISUAL IDENTITY is
the use of some distinct brandmarks to visually portray the
brand.
Brandmarks, signature, helps the organisation to build an
identifiable identity.
Bibliography
Wheeler Alina,2009,Designing Brand Identity , John Wiley &
Sons , New Jersey.
Best Kathryn, 2010, The Fundamental of Design Management
,AVA academia , Switzerland.
Percy & Elliott, 2007,Strategic Brand Management, Oxford
University Press, New York.
Kotler & Keller, 2009, Marketing Management, Pearson
Education, Harlow.
Kapferer,2000, Strategic Brand Management ,Kogan Page,
Dover.
Ghodeswar Bhimrao,2008, Journal of product and brand
management , building brand identity in competitive markets: a

conceptual model , page 4-12.
Kotler et al,2008,Principles of Marketing, 5th EU edition, FT
prentice Hall, Harlow.
Images are taken from the following websites.
http://www.mirrors4cars.com.au/raws-compliance/toyota-
mirrors/
http://www.cartype.com/pages/1711/toyota
http://milesquaretech.com/Blog/post/2011/09/01/Brand-Books-
and-You.aspx
http://www.foliotypecreative.com/category/branding-2/
http://www.foliotypecreative.com/category/branding-2/
http://www.picstopin.com/1180/the-samsung-
logo/http:%7C%7Cwww*pcsystems*co*sz%7Cgraphics%7CSam
sung_logo*jpg/
http://www.famouslogos.net/samsung-logo
http://www.creads.us/blog/creads-2/motorola-gets-new-logo-to-
show-google-partnership/
http://news.softpedia.com/newsImage/Download-the-Official-
Yahoo-App-for-iPhone-5-2.jpg/
http://www.logosquizwalkthrough.com/lacoste-4/
http://www.creads.us/blog/creads-2/motorola-gets-new-logo-to-
show-google-partnership/
http://travel.feedbox.info/armani-hotel-opened-in-dubai/
http://www.smartearningmethods.com/expensive-celebrity-
endorsements-2013/
http://www.mgientertainment.com/category/insights/celebrity/
http://goodlogo.com/extended.info/time-warner-cable-logo-3548
http://blogs.att.net/consumerblog/bloggers
http://www.v3.co.uk/v3-uk/news/2218405/acquired-firms-see-
bright-future-in-dell-software-branch
http://www.teamsweat.org/tag/team-sweat/

Introduction to Art of Marketing and Branding Critique

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