The document provides an overview of branding concepts including: 1. The workshop agenda covers topics like branding, brand identity, elements, positioning, and architecture. 2. Brand identity is how a company wants to be perceived and includes name, logo, tone, tagline. Brand image is the actual consumer perception. 3. Brand elements that build identity include the name, logo, tagline, characters, and the look and feel across visual, sonic, taste, scent, and tactile aspects. 4. Brand positioning is the benefit the brand wants consumers to perceive in order to own a unique, credible place in their mind.

1. Workshop presenter
Sarah Al-Mutairi
m

2. Workshop Agenda:
1
2
3
4
5
6What is Branding
Type of Branding
Brand Identity
Brand Elements
Brand Positioning
Re- ( Branding , Positioning , design)
7
8
Brand Association
Brand Architecture
9 Private Brand

3. What is Branding ?1
• Check List
Logo
Color
Symbol
Name
Font
All Above
1st Exercise

4. Aligning
your brand with a charitable
cause; or corporate
social responsibility
Example;
The “Proud Supporter” Method
The using of internet to
positioning a brand in the
marketplace.
Example:
 Website
 Social Media.
 SEO
 Blogs
 Press release
Is the practice of
people marketing
themselves and their
careers as brands.
Example:
 Marak Zuckerberg
Partnering
with another brand to
achieve reach.
Co- Branding Cause Branding E-Branding Countries
Type of Branding
Personal
2 Type Of Branding
Concerned with a
country’s whole image
on the international
stage, covering
political, economic and
cultural dimensions
Example
• Dubai

5. Type of Branding
2 Type Of Branding
2nd Exercise
Co-Branding Cause Branding E-BrandingCountriesPersonal

6. Co-Branding Cause Branding E-Branding Countries
Type of Branding
Personal
2 Type Of Branding
2nd Exercise

7. 3 Brand Identity
A company’s brand identity is how that business
wants to be perceived by consumers.
The components of the brand (name, logo, tone,
tagline, typeface) are created by the business to
reflect the value the company is trying to bring to
the market and to appeal to its customers. Brand
identity is separate from brand image the term
for how consumers actually perceive the brand.

8. 4 Brand Element
Name Logo Tagline Characters Look & Feel
Brand Element

9. 4 Brand Element
Name
Brand Element

10. 4 Brand Element
A ) Name
The right name is timeless, tireless, easy to say and remember; it stands for something, and
facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and
in the logo.
• Founder
• Descriptive
• Fabricated
• Metaphor
• Acronym
• Magic spell
• Combinations of the above
Types of Name:

11. 4 Brand Element
A ) Type of Brand Name
1. Founder
2. Descriptive
3.Acronym
5. Magic Spelling
6. Fabricated

12. 4 Brand Element
A ) Type of Brand Name
3rd Exercise
? ? ?

13. 4 Brand Element
A ) Type of Brand Name
Founder Magic SpellingFabricated
3rd Exercise

14. 4 Brand Element
A ) Name
• It should be unique / distinctive.
• It should be easy to pronounce. ( Names in French ) example (Coeur) !
• It should give an idea about product’s qualities and benefits
• It should be easily convertible into foreign languages.
(Colgate introduced a toothpaste in France called Cue, the name of a famous porno magazine)
• It should be capable of legal protection and registration.
• It should suggest product /service category (For instance Newsweek).
• Availability in website, social media platforms.
Tips in naming the brand:

15.  Meeting up with the client.
 Understand the company
mission, vision, objectives,
products and services , USP etc.
 Key messages
 Competitors, target/ segment
 Notepads, sticky
notes.
 It better not to
involve
committees in
this stage.
 Create a list of all
final names
(Three names
are better)
 The Helvetica
test- In the next
slide
Search&
Registration
Brainstorm
Brief
Anaylsis &
Research
Name Creation
Name Testing
4 Brand Element
A ) Naming Process
• Trademark registration
• Domain name availabilit
• Usernames in all digital
Platforms.

16. 1. What is Helvetica?
 It is a type of font
4 Brand Element
A ) Test you brand name:
• The Helvetica test
Can you read the brand name in less than 5 seconds?

17. 4 Brand Element
A ) Naming source of inspiration
MusicDictionary

18. 4 Brand Element
A ) Name
Common mistakes in naming the brand:
• Naming a company is easy, like naming a baby.
• I will change it later on!
• We cannot afford to test the name.

19. 4 Brand Element
Name Logo
Brand Element

20. 4 Brand Element
B ) Logo
A symbol that is used to identify a com
pany and that appears on its products.
Type of logo
SYMBOL OR ICON
LETTER MARK COMBINATION MARK
WORD MARK
EMBLEM

21. 4 Brand Element
B ) Logo Inspiration
Example (A)

22. 4 Brand Element
B ) Logo Inspiration
Example (B)

23. 4 Brand Element
Name Logo Tagline
Brand Element

24. 4 Brand Element
C ) Tagline
A tagline is a short phrase that captures
a company’s brand essence, personality,
and positioning, and distinguishes the
company from its competitors.
Sample of taglines

25. 4 Brand Element
C ) Type of tagline
Imperative
Descriptive
Superlative
Provocative
Specific
1
2
3
4
7
Action & starts with a “ VERB “ !
Service& Product, or brand promise
Positions the company as best in class
Thought-provoking; frequently a “QUESTION ?”
Reveals the business category

26. 4 Brand Element
C ) Type of tagline
4th Exercise
Descriptive
Service& Product
Imperative
( Verb)
Provocative
(Question?)
Superlative
( I am the BEST )
Specific
Reveals the business
category

27. 4 Brand Element
C ) Type of tagline
4th Exercise
Descriptive
Service& Product
Imperative
( Verb)
Provocative
(Question?)
Superlative
( I am the BEST )
Specific
Reveals the business
category

28. 4 Brand Element
Don’t forget !

29. 4 Brand Element
C ) Tagline Generator- Inspire yourself

30. 4 Brand Element
Name Logo Tagline Characters
Brand Element

31. 4 Brand Element
D ) Characters
Characters quickly become central to advertising campaigns,
and the best ones become cultural icons cherished by childre
n and customers alike
Mickey Mouse
1923
Ronald McDonald
1963

32. 4 Brand Element
D ) Interesting facts about Characters
Eyes always look down, have you ever
asked yourself why?
Mickey Mouse
1923

33. 4 Brand Element
D ) Interesting facts about Characters
One insights:
Companies are aiming to make relationships
between kids and brand character one of the
smartest way is using spokes-characters that
make eye contact with children and apply this
on the brand products packages to create
brand loyalty
Mickey Mouse
1923

34. 4 Brand Element
Name Logo Tagline Characters Look & Feel
Brand Element

35. 4 Brand Element
E ) Look & Feel
Five
Sense

36. 4 Brand Element
E ) Look & Feel
Five
Sense

37. 4 Brand Element
E ) Look & Feel
1 ) Visual Brand
Shape, color, materials, finish, typography and
composition – which directly and subliminally
communicate a company's values and personality
through compelling imagery and design style
• The Color System :

38. 4 Brand Element
E ) Look & Feel
1 ) Visual Brand –Color meaning

39. 4 Brand Element
E ) Look & Feel
1 ) Visual Brand – Some facts about color worldwide:
• Red is one of the top two favorite colors of all people.
• Red is the most popular color used on flags in the world. Approximately
77% of all flags include red.
• Red is the international color for stop.
In Asia
Brid wears red Healthy stock in Red
Red

40. 4 Brand Element
E ) Look & Feel
1 ) Visual Brand – Some facts about color worldwide:
• In Muslim countries, it is a holy color and in Ireland, a lucky color.
• Green is universally associated with nature.
• Green symbolizes ecology and the environment.
• Traffic lights are green all over the world.
• You won't find many green cars at racetracks because they are
considered unlucky.
• An old English rhyme about wedding colors: "Married in green,
Ashamed to be seen."
Green

41. 4 Brand Element
E ) Look & Feel
1 ) Visual Brand – Some facts about color worldwide:
• Blue is the #1 favorite color of all people.
• 53% of the flags in the world contain blue.
Blue is the most commonly used color in corporate identity.
• A dark blue suit is professional business attire.
• Blue jeans are worn all over the world.
• I “ feel blue” .
• Blue is for a baby girl; pink for a baby boy in Belgium.
Blue

42. 4 Brand Element
E ) Look & Feel
1 ) Visual Brand – Brand the color and image
robin's egg blue
Color depletion
X

43. 4 Brand Element
C ) So , answer the question marks?
?
?
?
?

44. 4 Brand Element
C ) So , answer the question marks?
?
?
?
?

45. 4 Brand Element
E ) Look & Feel
Five
Sense

46. 4 Brand Element
E ) Look & Feel
2 ) Sonic Brand
Sound branding (also known as audio branding, music branding, sonic branding, acoustic
branding or sonic mnemonics) is the use of sound to reinforce brand identity.
Sound branding is increasingly becoming a vehicle for conveying a memorable message to
targeted consumers, taking advantage of the powerful memory sense of sound"

47. 4 Brand Element
E ) Look & Feel
2 ) Sonic Brand
Susan Bennett karen Jacobsen – GPS girl

48. 4 Brand Element
E ) Look & Feel
Five
Sense

49. 4 Brand Element
E ) Look & Feel
3 ) Gustative Brand
Taste fuses all the different senses together to create a holistic brand experience.
Taste is linked to emotional states, and so it can alter mood and brand perception.
Gustative marketing is usually used (for obvious reasons) especially for food and beverage brands. Tas
tes are copyrighted and top secret recipes.

50. 4 Brand Element
E ) Look & Feel
Five
Sense

51. 4 Brand Element
E ) Look & Feel
4 ) Scent Brand
Smell is used in branding because it increases the customers' remembrance of the brand.
Neuromarketing studies show that 75% of emotions are triggered by smell.
• The smell of a new car .
• The smell of X hotel
4 ) Scent Brand examples

52. 4 Brand Element
E ) Look & Feel
Five
Sense

53. 4 Brand Element
E ) Look & Feel
5 ) Tactile Brand
Strengthens brand identity and image by appealing to this sense.
• Touch considers physical and psychological interaction between the customer and the product.
• Touch is a way to control the 'unconscious of the consumers, their perceptions, feelings and tastes
• Touch can be manipulated through materials, weight, softness, and comfort of the product.

54. Brand Positioning5
What is your favorite brand?

55. Brand Positioning5
What do you think of these brands?

56. Brand Positioning
The brand`s positioning is the place in the
consumers mind that you want your brand to own.
It is the benefit you want your consumer
to perceive when they think of your brand.
A strong brand position means that the brand has
a unique, credible and sustainable position in the
mind of the consumer.
5
The 3 Cs in Positioning:
Crystal
Clear
Consumer
based
Competit-
ive

57. Brand Positioning5
Positioning Statement :

58. Errors in Brand Positioning5
X
X
X
X
Under Positioning
Over Positioning
Confused Positioning
Double Positioning

59. Errors in Brand Positioning5
X
X
X
X
Under Positioning
Over Positioning
Confused Positioning
Double Positioning • What are the new features?
• Why old features have been replaced?
• How to use this product !

60. Errors in Brand Positioning5
X
X
X
X
Under Positioning
Over Positioning
Confused Positioning
Double Positioning • Channel brand is unaffordable?
• Channel brand for very niche target.

61. Errors in Brand Positioning5
X
X
X
X
Under Positioning
Over Positioning
Confused Positioning
Double Positioning • Is there any difference between
( men & Women ) scalp?

62. Errors in Brand Positioning5
X
X
X
X
Under Positioning
Over Positioning
Confused Positioning
Double Positioning
Easy life not a brand promise anymore
to STC customer

63. Re ( Branding ,Positioning , design )6
Sales growth : %19 +
Re-Positioning
Re-design

64. 7 Brand Architecture

65. 8 Private Brand
A private brand is a product that is
exclusively manufactured for a retailer.
The retailer will market the product under
its own brand name.
Prices for private brands are usually set
cheaper than competing name
brands

66. 9 Brand Association
Brand should be associated with something positive so that the customers relate your brand
to being positive. Brand associations are the attributes of brand which come into consumers
mind when the brand is talked about.

67. 9 Brand Association mapping
Competitors
Products
Related Concepts
Brand Attributes
Remark

68. 10 Job Opportunities in Branding
Creative Designer Client Services Copy Writer Media Planner
Artist Others..

69. * Sources
• Branding identity design by Alina Wheeler
• Color matter website click here
• Management Study Guide click here select branding section .
• Dozen of videos m articles online.
• Interviewing some experts

70. THANK YOU
Sarah_lamutairi Sara.Almuttiri@gmail.com