Brand Management and Visual Identity

Brand Management and Visual Identity

• This module introduces brand management and identity, providing a foundation for further study in branding
• It also offers hands-on experience in creating comprehensive brand identities
• Students develop skills to design visual brand identities and follow brand management processes
• Students will learn how to create a brand and effectively manage brands in the business world

Learning Outcomes

• Successful completion of this module will leave students able to:
• Understand deep brand concepts such as brand identity, brand loyalty, and brand equity
• Communicate a brand's message clearly through verbal and visual channels
• Understand design principles like color theory, typography, and composition to create effective brand elements
• Students will learns how to create branding guidelines that ensure consistency in the application of visual identity
• Students will create visual elements like imagery, color, and typography to tell a brand story, and evoke emotions from the audience
• Successful brands will be analysed to determine how they use visual identity to communicate their message
• Students will create a sample brand and experiment with different visuals
• Students will discuss how industries/businesses/organizations effectively manage their brands
• Students will experiment with different design tools to create a brand

Brand Equity

• Brand equity refers to the difference between a brand's assets and liabilities
• Brand assets include reputation, quality, relevance, and loyalty
• Brand liabilities are incurred due to failures and questionable business practices that increase costs and liabilities
• Brand equity increases with a larger ratio of brand assets to liabilities

Categories of Brand Equity

• According to David Aaker, brand equity can be grouped into five categories
• The five categories are Brand Loyalty, Brand Awareness, Perceived Quality, Brand Association, and Other Proprietary Brand Assets

Brand Loyalty

• Brand loyalty is the strongest measure of a brand's value
• Brand loyalty is demonstrated by continued purchase of product, and positive advocacy
• The loyalty of a customer base is the core of a brand's equity

Brand Awareness

• Brand awareness is another factor that contributes to brand equity
• Brand awareness involves a potential buyer's ability to recognize a particular brand as part of a certain product category

Perceived Quality

• Perceived quality is the consumer's perception of a product or service's overall quality
• Perceived quality differs based on the consumer's intended purchase, relating to different alternatives
• Differs from satisfaction; it is intangible and a reflection of feeling towards the brand
• Perceived quality relies on reliability and performance

Brand Association

• Associations are anything linked in one's memory to a brand
• Associations can take form of product attributes, celebrities, symbols or names
• Brand image includes consumer's associations or perceptions of said brand
• Brand image implies attitudes towards a brand, both positive and negative, built over time
• The strength of association towards a brand will determine its equity

Other Proprietary Brand Assets

• These assets include brand assets such as patents, trademarks, and channel relationships
• Brand assets are valuable if they inhibit competitors from pruning customer base and loyalty
• Trademarks protect brands from counterfeiting by competitors
• Patents relevant to consumer choice prevent competition
• A distribution channel can be controlled by a brand based on brand performance
• All of these must be tied to the brand rather than the firm to contribute to brand equity

Building and Maintaining Brand Equity

• Brand awareness is the ability of a potential buyer to recognize that a brand is part of a category
• Brand loyalty is the strongest measure of brand value in marketing
• Brand loyalty can be demonstrated by repeated purchases and positive advocacy
• The customer base is the core of a brand's equity
• Brand Associations are things that are linked in the memory to a brand
• Brand image is a set of perceptions consumers have for a brand
• It also implies attitudes towards a brand, either positive or negative,which build up over time

"Products are Made in the Factory, but Brands are Created in the Mind."

• Landon see trout 2017

Brand Balance Sheet

• Consists of company assets, owners equity, and company liabilities
• The owners equity is equal to company assets minus company liabilities
• Also includes brand assets and brand liabilities

Brand Dynamics

• The pyramid journey describes the journey from weak relationship and low expenditure
• Up to nothing else beats it, strong relationship, and high share of category expenditure.