The document discusses branding and what brands mean to consumers. It states that branding is a combined effort between the company and consumer projected through marketing, design, and other elements. In blind taste tests, people prefer the taste of Pepsi over Coke, but when they know the brands, they prefer Coke, showing the emotional power of branding to change tastes. Coca-cola is cited as the number one brand in the world and was the first to register the iconic Coke bottle shape as a brand. Brand positioning is described as identifying a differentiated advantage that makes a product perceived as superior. Various positioning methods are mentioned like by benefit, price vs quality, use, user, and competition. The document stresses that a brand is more
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
Graphic Design Portfolio of Anna van der Feltz.
This includes work done under contract and direction of design agencies and my own personal work with direct clients.
NID - pgdpd application form for 2013 - download here, Entrance exam is on 19th January 2013. Last date to fill up the application form is 2nd November, 2012. Post graduate applicants applying for 2 streams are required to fill up 2 separate application forms.
NON is a brand experience company that helps businesses take advantage of the competitive power of design. Our services consist of helping clients create products, services and even businesses and communicate them through brand expressions.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
Graphic Design Portfolio of Anna van der Feltz.
This includes work done under contract and direction of design agencies and my own personal work with direct clients.
NID - pgdpd application form for 2013 - download here, Entrance exam is on 19th January 2013. Last date to fill up the application form is 2nd November, 2012. Post graduate applicants applying for 2 streams are required to fill up 2 separate application forms.
NON is a brand experience company that helps businesses take advantage of the competitive power of design. Our services consist of helping clients create products, services and even businesses and communicate them through brand expressions.
La máquina Stretch Hood Bóreas ha sido diseñada para realizar un enfundado automático de palets con plástico estirable, sin necesidad de utilizar fuentes de calor.
La tecnología de enfundado stretch hood es una aplicación universal para asegurar cargas paletizadas de cualquier naturaleza y tamaño. El sistema garantiza la óptima seguridad protegiendo el producto contra la humedad, la lluvia, los rayos ultravioleta y otras condiciones ambientales adversas; así como también garantiza la seguridad en el proceso de transporte.
Week 5b, Introduction to Identity Design & Branding
Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.
La máquina Stretch Hood Bóreas ha sido diseñada para realizar un enfundado automático de palets con plástico estirable, sin necesidad de utilizar fuentes de calor.
La tecnología de enfundado stretch hood es una aplicación universal para asegurar cargas paletizadas de cualquier naturaleza y tamaño. El sistema garantiza la óptima seguridad protegiendo el producto contra la humedad, la lluvia, los rayos ultravioleta y otras condiciones ambientales adversas; así como también garantiza la seguridad en el proceso de transporte.
Week 5b, Introduction to Identity Design & Branding
Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.
5 Steps to consider before your packaging designDouglas Kaufman
A short presentation given at Prague's Art of Packaging conference hosted by Syba and the embassy of the Netherlands. It concerns creating a brand identity before your packaging or communication.
City branding requires taylor made branding and positioning tools, since cities demands a more integrative thinking including extensives fields of interest. Fmcg models tend to discriminate while places requiere a more integrative thinking
Trend of street art and outdoor advertisment with indian scenarioAvinash Avi
Creativity and technology are two biggest assets of modern outdoor advertising practices. Digital Billboards, backlit transits- all these have replaced conventional outdoor advertise in India thereby providing rich impact on target groups about the advertised brands. Creativity is also on full swing in contemporary methodology in the field of outdoor advertisement. A blend of creativity and technology provides an appealing look to audiences about the brand that helps brand owners easily position their brands in the market. Out of the box concepts of brand communication and matching designs are richly exhibited through technologically enriched modes of outdoor advertisement.
Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?
10. What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.
Brand
Marketing
Company Consumer
Design
11. What is a brand ?
What a brand means to common
person ?
In 'blind' taste tests, people prefer
the taste of Pepsi over the taste of
Coke. However, if the test is not
'blind' and the tasters know which
beverage is which, they prefer the
taste of Coke over Pepsi! That is
the emotional power of a brand.
The Coca-Cola brand has the power
to actually change an individual's
taste!
Coca-cola is the no.1 brand in the
world.
The first shape that was registered is
the coca cola bottle.
12. Brand Positioning
Positioning a Battle for the Mind
Al Ries & Jack Trout
Identification, development and
communication of a differentiated
advantage which makes the product or
service to be perceived as superior
and distinctive in the prospect’s mind
13. Some Positioning
Methods
By benefit
By price v/s quality
By use
By product user
By product class
Using culture
By competition
14. Understanding Branding
Understanding Brand Building
Branding
Produ
Attribu Manage Archite
cts to Exercise
tes ment cture
brands
15. From Products to Brands
Understanding Brand Building
Branding
Prod
ucts
Manage Architectur
to Attributes
ment e
Exercise
bran
ds
16. From Products to Brands
Understanding Brand Building
Branding
Prod
ucts
Manage Architectur
to Attributes
ment e
Exercise
bran
ds
• A brand is more distinctive than a product
• It is first of all a name, a means of identification
• Secondly it s a set of added values offering both
functional and psychological benefits
Above all ‘a brand is a promise’
17. Understanding Branding
Understanding Brand Building
Branding
Product
Attribu Manage Archite
s to Exercise
tes ment cture
brands
Name Logo
Colours Essence
18. Understanding Branding
Understanding Brand Building
Branding
Product
Attribut Manage Archite
s to Exercise
es ment cture
brands
Stealth
Co-Brand
Branding
Fighting Brand Multi-Brand
19. Understanding Branding
Understanding Brand Building
Branding
Product
Attribut Manage Archite
s to Exercise
es ment cture
brands
House of Endorsed
Brands Brand
Sub Brand Branded House
20. Understanding Branding
Understanding Brand Building
Branding
Product
Attribut Manage Archite
s to Exercise
es ment cture
brands
Single Brand
Options
Family
Stand Alone Transfer of
Brand Brand Assets
21. BRAND is not
what it looks
like
BRAND is how
it WORKS.