PowerPoint presentation from a lecture on branding and identity development. Has good overview information on the branding process, brand equity, the art of positioning and brand identity architecture.
Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Developing strong brand strategies is hard, almost as hard as leading great workshops. Keeping people engaged and on task can be a challenge so I created this brainstorm worksheet for some of the workshops I've led. I have found it pretty helpful in guiding the conversation and making it more collaborative and interactive.
Thought I would share the love in case it proves useful to anyone else out there :)
Feel free to leave me comments or feedback on how to make it stronger or more effective.
Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.
AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.
During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.
As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.
There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.
However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.
We will cover:
1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year
www.thinkdigital.com.vn - Think! Digital is a complete solution provider for your Digital Marketing Needs. We offer Digital Marketing Strategy, Digital Production, Search Engine Optimization, Pay Per Click, Social Media Marketing and overall Digital Marketing Services.
We love to create "cool" things on Digital Platforms
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Brand Architecture is your Brand Strategy. Get your strategy in place and build around it. Good examples with the auto industry compliments of Six Degrees | Sensory Branding and Interactive Marketing Company.
Here is the complete report of how to make brand and how to make strong brands in the market .
Hit like if you love this report
and if you are in search of presentation about same topic then you can take it from my collection.
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Developing strong brand strategies is hard, almost as hard as leading great workshops. Keeping people engaged and on task can be a challenge so I created this brainstorm worksheet for some of the workshops I've led. I have found it pretty helpful in guiding the conversation and making it more collaborative and interactive.
Thought I would share the love in case it proves useful to anyone else out there :)
Feel free to leave me comments or feedback on how to make it stronger or more effective.
Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.
AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.
During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.
As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.
There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.
However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.
We will cover:
1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year
www.thinkdigital.com.vn - Think! Digital is a complete solution provider for your Digital Marketing Needs. We offer Digital Marketing Strategy, Digital Production, Search Engine Optimization, Pay Per Click, Social Media Marketing and overall Digital Marketing Services.
We love to create "cool" things on Digital Platforms
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Brand Architecture is your Brand Strategy. Get your strategy in place and build around it. Good examples with the auto industry compliments of Six Degrees | Sensory Branding and Interactive Marketing Company.
Here is the complete report of how to make brand and how to make strong brands in the market .
Hit like if you love this report
and if you are in search of presentation about same topic then you can take it from my collection.
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
This series constitutes co-branding and corporate branding, where student will study how the brand partnership and corporate branding can result in making an image in the mind of customers.
Corporate Identity – An Essential Aspect of Branding Accuprosys
The corporate identity of a company does not simply correspond to a compelling tagline,
a well-designed logo or a striking brand name.Great branding does not just end at these three branding stakes.The corporate or brand identity of a business defines how customers relate with and think about the brand. It is the overall image of a company that is imprinted in the minds of customers, employees and investors.
The main aim of establishing a corporate identity is to serve as a means of branding the business for the public. It establishes the individuality of the company’s corporate culture, philosophy and core values.A number of reputed branding agencies have recently come to fore and have been successful largely because of their innovative, technological and social media approach to branding. Accuprosys is one such company worth noting.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Achieving consistency in a world of complexity.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Unleash Your Inner Demon with the "Let's Summon Demons" T-Shirt. Calling all fans of dark humor and edgy fashion! The "Let's Summon Demons" t-shirt is a unique way to express yourself and turn heads.
https://dribbble.com/shots/24253051-Let-s-Summon-Demons-Shirt
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
2. 2
“Clarity in expressing the brand—
whether it be for a product, a
corporation, or an institution—may
be the final [business] frontier.”
3. 3
What is Branding
Branding is the strategic staking out of an appropriate, credible
market space for a company and/or its products and services.
Branding provides a vision upon which the company can
build —- an identity that it can maintain and add value, even
while the company and its offerings grow.
Branding is a promise a company makes to the marketplace —
a promise that it’s going to fulfill certain expectations.
It’s permission to believe.
Branding is awareness building of a company and/or its
products and services within the marketplace.
A brand, if carefully crafted and maintained, never expires —
it’s the one thing that really lasts.
4. 4
What Branding Can Do
Branding is a crowbar for breaking through the clutter of
competitive messages, making a company better known, and
making it more memorable.
Branding steers how the marketplace thinks about the company.
Branding, by increasing awareness and by providing a context
for sales and marketing messages, paves the way for sales
efforts; it eases the sales process and increases the likelihood
that it will be successful.
5. 5
Branding Process
• Channel BrandBuilderTM
is our approach for working on larger
branding projects or campaigns. It’s a flexible, seven-step process.
6. 6
Discovery Process: Brand Audit
This is when we look at an organization’s existing image and
brand and evaluate its strengths and weaknesses (like getting a
checkup at the doctors). Once we know where you are, we can
figure out how to get you where you need to be.
Brand Equity
Corporate Logo
Product Names and Identities
Marketing Materials
Benchmarking
7. 7
Brand Equity
Brand equity is a set of brand assets and liabilities linked to its
brand, its name and symbol, that add or subtract from the
value provided by a product or service to an organization
and/or that organization’s customers.
It has also been defined as the effect of brand knowledge on
customer response to the brand. As such, brand equity is the
value of the brand name in the marketplace.
8. 8
Brand Equity
What is the value of a brand equity?
Building strong brand equity is essential to secure competitive
advantage. Increasingly, it is the brand, which provides the sole
means of differentiation, as Fortune magazine famously said:
- “In the 21st
century, branding ultimately will be the only
differentiator between companies. Brand equity is now a
key asset.”
- What Fortune is asserting is that sooner or later most
companies will be competing on a level playing field. In
these circumstances the reputation encapsulated in their
brands will become the chief determinant of customer
choice.
9. 9
The Art of Positioning
Positioning is the first creative step in the branding process.
It’s the most basic of all strategy statements and the
foundation upon which the branding is built.
The positioning statement must define three things:
Target audience
Competitive category
The most meaningful point of difference for your brand
Positioning is about creating a simple strategy that
meaningfully differentiates your brand
10. 10
The Art of Positioning
Positioning is about turning things inside out …
Positioning is not so much created by looking for the solution
inside the company, or inside your own mind but inside the
prospect’s mind.
Positioning is not what you do to a product or company.
Positioning is what you do to the mind of the prospect or the
marketplace.
Positioning is about creating an impression
in the mind of the prospect
11. 11
The Art of Positioning
Positioning comes to grips with the difficult problem of getting
heard in our over-communicated marketplace.
Everyday thousands of messages compete for a share of the
prospect’s mind. The mind is a battleground.
In communication, as in architecture, less is more. You have to
sharpen your message to cut into the mind. You have to
jettison the ambiguities, simplify the message and then simplify
it some more if you want to make a long-lasting impression.
The best approach in creating a positioning statement
is with an oversimplified message
12. 12
The Art of Positioning
Summary – 3 key premises:
Positioning must set a company or product apart from its
competitors.
You must position the company or product in the mind of the
prospect.
Positioning must be singular: one simple message.
The moral of the story is:
You must sacrifice. You cannot be all things to all people, you
must focus on one thing.
13. 13
Brand identity
The brand identity is a company’s signature and should
represent its core attributes. It is intended to enhance
perception by creating a visual contact between the brand
owner and the public or marketplace.
Brand identity is all about the visual and verbal attributes of a
company presented in their marketing materials; how the logo,
positioning, messaging, and look and feel are illustrated and
integrated across the various components. Building blocks that
fall into this category include tag line, marketplace messages,
color, photography or illustration use, graphic elements, and
more.
When multiple product lines are involved, a strong brand
architecture can clearly organize the offerings as well as support
one another through consistency and shared equity.
14. 14
Types of Brand Identity Architecture
1. Monolithic Brand Identity
A monolithic type brand identity is
based on having one organization
and one branded identity.
If there are acquisitions of other
companies or products that become
a part of the overall organization—
they adopt the monolithic identity
and drop their former identity.
Example: Citi Bank
15. 15
Types of Brand Identity Architecture
2. Holding Company Brand Identity
This type of identity is used for
companies with strong multiple brands
in the marketplace. The parent
company is more of a holding company
with little or no brand identity itself.
If there are new acquisitions—the
acquired entity continues to use their
brand identity with little or no
reference to the parent company.
Example: Proctor & Gamble
16. 16
Types of Brand Identity Architecture
3. Endorsed Brand Identity
Endorsed brand identities are hybrids
Of the ideal types of monolithic and
holding company identities. They
offer the best of both worlds.
Under and endorsed identity system,
the parent company benefits from
The branded entity and vice versa.
Example: Apple