هوية العلامة التجارية وتحليلها

Brand Identity & Analysis

• Brand identity and brand analysis are the topics of focus.

Brand Identity

• Brand identity encompasses what an organization does and says, along with how people feel about the brand.

Brand Identity Definition

• Brand identity is made up of the elements that identify and differentiate a brand from its competitors.
• These elements include name, symbol, and colors.
• Brand Identity serves as triggers that spark recognition of the brand.

What is Brand Identity?

• Brand identitiy portrays an image of how the brand owner wants the product, service, or organization to be seen.
• While the brand owner has control of brand design, consumer opinion determines their experience with the brand.
• Basic brand identity elements like name, tagline, logo, mascot, color, typeface, and aesthetics gain value through association with experiences.

Class Discussion: Creating and Maintaining Brand Identity

• Students are encouraged to consider the actions needed to create, and sustain the brand.

Benefits of Brand Identity

• Brand identity is essential for differentiation in the market.
• Brand identity authenticates and positions the brand.
• Brand identity expresses the identity project.
• Brand identity offers unique qualities to an audience
• Brand identity affects the general perception of the brand.

Elements of Brand Identity

• Name: How the brand is known.
• Strapline: A motto or quality statement that represents the brand identity.
• Logo: A signature symbol used to authenticate and identify the brand.
• Mascot: A symbolic character that represents the brand, often drawn from nature.
• Color: The brand color choice.
• Typography: The brand typeface or handwriting style.
• Aesthetic: Overall style, look, feel, and tone of voice.

Name

• Choosing a brand name is like choosing a name for a baby.
• This name can have preloaded meanings.
• Getting a right name provides brands with an advantage.
• Building a reputation around the brand name will make it a valuable asset.
• Although colors, logos, and visual imagery may change brand name are unlikely to shift over time.

Classification of Names

• Family names involve placing a family name as a brand.
• Descriptive names name the brand descriptively.
• Invented names involve naming from scratch.
• Symbolic names name a brand using a metaphor.
• Abbreviated names name using an acronym.
• Geographical names name based on regional characteristics.
• Foreign-sounding names are made-up.
• Modular names name based on the core brand.

Strapline

• An effective strapline summarizes the brand's value proposition.
• It should be memorable.
• The most effective straplines integrate the brand's message into a popular culture.
• The tagline should clarify the brand idea in less that 5 words.
• Provides an opportunity to show tone of voice.

Consideration For A Brand Strapline

• The strapline should support the key brand criteria.
• It must be easy and short to remember.
• Deliver an emotional or positive message.
• Be legally protected.
• Must be authentic, credible and unique.

Taglines

• A strong tagline causes listeners should take pause.
• An enduring tagline is tied specifically to the product/service:
• A memorable tagline tells a story.
• A powerful tagline signifies that the product/service is unique.

Logo

• The logo is the brand signature that indentifies and validates the brand.
• Logos include symbolic, typographic, and abstract forms, either alone or in combination.
• Terminologies for brand logo include icon, signature, logotype, trade mark or wordmark.
• There is no distinct format for a successful logo.
• Combinations of both symbol and type in highly valued global brands are KFC, HSBC, and Microsoft.

Consideration For A Brand Logo

• Choose a professional designer.
• Must satisfy the key brand criteria
• It should be simple, sustainable overtime, and trademarked.

Class Discussion: 1/2 M

• Why has 1/2 M created a new signature store?
• What are the implications on its brand identity?

Mascot

• A character that personifies the brand.
• Mascots can be useful if the brand is intangible.
• The mascot can add dimensions to advertising, promotion, and exhibitions.

Brand Personification

• Brand personification involves the humanization of a brand so that it is easier relate to.
• Research states that brands that have distinct human qualities will help their connection.
• Personal connections can lead to loyal relationships.

Consideration for Brand Mascot

• Relevant.
• Trademarked.
• Must behave consistently
• Must deliver the same energy

Color

• Color is a valuable brand asset used to identify biggest brands.
• Colors in campaigns can be symbolic, personal, and influenced through psychology.
• A carefully chosen color will act as an immediate trigger of recognition.
• Coca-Cola is red, UPS is brown, IBM is blue.

Exercise: Psychology of Color

• Passion, intensity, courage, anger and danger for red.
• Environment, health and optomism for green.
• Happiness and cheerfulness for yellow.
• Fineness and exquisiteness for purple.
• Elegance, power and sophistication for black.
• Openness, inspiration and trustworthiness for blue.
• Energy and youthfulness for orange.
• Playfulness, innocence, and nostalgic for pink.

Cultural differences in color

• Red associates with active, hot, vibrant, weddings in asian cultures, poorly received in African cultures, killing, violence, and blood.
• Whirte associates with purity, cleanliness, and death in parts of Asia.

Consideration for Brand Color

• Brand color should reflect positioning.
• Avoid any undesirable meanings in a different country.
• Should remain clear when converted to greyscale
• Be sustainable.
• Should not be mistaken with another brand.

Typography

• Typography is the literal handwriting of the brand.
• People will create assumptions about the brand based on the typeface used.
• Some typeface categories are serif, sans serif, script, and display.

Consideration For A Brand Typeface

• The brand should reflect the right style.
• Not to be all capital letters.
• Must avoid exaggerated letter spacing
• Short in length.

Guidelines

• Edgy, cosy, modern, arabic/saudi, authentic, eclectic, quality.

Aesthetic

• Identity is the look, feel, and tone of voice.
• Biggest brands have a distinct look, feel, and tone of voice
• Brand aesthetics should relate to brand experience.
• Brands should provide a good experience that emotions and senses for.

Aesthetics and colors

• Aesthetics describes how an object is perceived through beauty and taste.
• Cultural values affect aesthetics between countries.
• Aesthetic value development needs to be considered while developing products and brand.

Brand Analysis

• Brand analysis should be performed to understand its vision and aim.

Building a Brand Image

• Communication of brand vision is through the sender in the form of a brand message that is sent to the receiver, other influences can distort vision.
• The brand analysis from Kapferer takes the approach that having an identity is being true.

Kapferer Approach to Brand Analysis

• There must be a clear answer to these questions, in an analysis: What is the goal? What makes the brand special? What needs are being met? What is its character?
• What values does it have? Is the legitimacy clear? What marks the brand recognizable in the field?

Brand Identity Prism

• The brand identity prism provides an informative illustration of the intersection between what you want to be perceived as and what you are perceived as.
• Kapferer made a brand identity prism has 6 parts which are physique, relationship, reflection , personality, culture ,and self projection.
• Brands such as Coca-Cola, Sephora, and Porsche demonstrate qualities of these 6 characteristics.

Final Thought

• Distinguishes what a counterpart offers and that gives the same equity to the final consumer.

تغطي هوية العلامة التجارية ما تفعله المؤسسة وتقوله، بالإضافة إلى شعور الناس تجاه العلامة التجارية. تتكون هوية العلامة التجارية من العناصر التي تحدد وتميز العلامة التجارية عن منافسيها. تشمل هذه العناصر الاسم والرمز والألوان.