TH501 Brand Identity PDF

WEEK 9 (lecture 7) TH501 BRAND IDENTITY Brand Naming Brand Positioning Assignment Introduction Associate Professor Kathryn Best http://www.n2u.com.vn/blogs/brand-s-identity-system.html TODAY NAMING: A critical aspect of brand building and brand positioning BRAND POSITIONING How is your...

WEEK 9 (lecture 7) TH501 BRAND IDENTITY Brand Naming Brand Positioning Assignment Introduction Associate Professor Kathryn Best http://www.n2u.com.vn/blogs/brand-s-identity-system.html TODAY NAMING: A critical aspect of brand building and brand positioning BRAND POSITIONING How is your brand positioned in the market, and in the mind of the consumer? REMINDER… Why are you building a brand? Brand Building, Brand Strategy, Examples (20 min) https://www.youtube.com/watch?v=On2K52lcM3c  BRAND STRATEGY - RECAP Effective brand strategy provides a central unifying idea around which all behavior, actions, and communications are aligned. It works across products and services, and is effective over time. The best brand strategies are so differentiated and powerful that they deflect the competition. Alina Wheeler REMINDER…. Strong brands stand out! (not fit in) Brand Naming, Brand Positioning THE ROLE OF DESIGNERS IN BRAND STRATEGY Designers may be involved in all stages. Design is most typically present in stages 3 & 4. For example, you are ready to design: - Name - Tagline - Brandmarks (logo, wordmark, pictorial, symbolic/abstract) - Typography - Imagery BRAND STRATEGY – related to naming – watch me later (10 MINUTES) https://www.youtube.com/watch?v=2GLXMZCGsZo TH501: BRAND IDENTITY Naming NAMES A well-chosen name for a company, product or service is a valuable asset… it directly affects brand perception and ultimately its success. A name can be shared hundreds of times a day…. Is it memorable? Easy to pronounce? Legally available? Alina Wheeler. NAMES 1: WORDMARK A wordmark is a freestanding word or words. It may be a company name or acronym. Is it legible? Is it a distinctive font? Does it integrate abstract or pictorial elements? Will it stand the test of time? Alina Wheeler. 1: WORDMARKS WORDMARK/NAMING: NAME GENERATORS – WHAT DO YOU THINK! WHAT DO YOU IMAGINE THEY DO? https://www.youtube.com/watch?v=RePt6HVypx0 2: LETTERFORM MARKS A single letter offers a distinctive graphic focal point for a brandmark. Is it infused with personality and meaning? Will it carry both letterform and symbolism? Is the letterform a mnemonic* device? Alina Wheeler. *a system such as a pattern of letters, ideas, or associations which assists in remembering something. 2: LETTERFORM MARKS 3: BRANDMARK - PICTORIAL A literal and recognizable image. The image can be the name of a company or its mission, or it may be symbolic of a quality, for example, speed. If successful, they can become cultural icons. Alina Wheeler. 3: BRANDMARK - PICTORIAL TH501: BRAND IDENTITY Can you name a successful Egyptian brand that has become a cultural icon? WORDMARK | LETTERFORM MARK | BRANDMARK NAMING: 4 MINUTES – A NAMING CONSULTANCY! https://www.youtube.com/watch?v=typCWRPRmGE NAMING: 4 MINUTES – HOW TO BRAINSTORM A NAME! MAKE SURE YOUR NAME IS: Original! Future-proof! User-friendly! Available! (in some form) Lovable! https://www.youtube.com/watch?v=wAUO5kFFPIg TH501: BRAND IDENTITY BRAND POSITIONING Brand Positioning – WHY? BRAND POSITIONING Strong brands stand out! (not fit in) Differentiated, memorable, unique… REMEMBER BRAND CREATION… Alina Wheeler Read me later https://www.linkedin.com/pulse/does-your-brand-stand-out-kevin-m-ware Read me later https://sagaciresearch.com/egypts-best- bottled-water-brands-voted-by-consumers/ https://www.cairo360.com/article/shopping/local-wins- https://www.linkedin.com/pulse/does-your-brand-stand-out-kevin-m-ware 5-local-beverage-brands-to-try-amidst-boycotts/ Read me later https://www.linkedin.com/pulse/does-your-brand-stand-out-kevin-m-ware MARKETING, ADVERTISING, SOCILA MEDIA… WHAT YOU DO AND WHY YOU DO IT HOW YOU DO IT (PLAN) – RELATE TO BUSINESS! ELEMENTS TO COMMUNICATE YOUR BRAND  WHAT IS BRAND POSITIONING?  Walter Landor: Produces are made in a factory but brands are created in the mind. BRAND POSITIONING Jack Trout and Al Ries: Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the potential buyer. BRAND POSITIONING Supporting every effective brand is a positioning strategy that drives planning, marketing, and sales. Positioning evolves to create openings in a market that is continually changing, a market in which consumers are saturated with products and messages. BRAND POSITIONING / Model T Ford. Henry Ford said customers could have any color they wanted as long as it was black. General Motors came along with five colors and stole the show. BRAND POSITIONING Positioning takes advantage of changes in demographics, technology, marketing cycles, consumer trends, and gaps in the market to find new ways of appealing to the public.  12 min https://www.youtube.com/watch?v=Y7iQgdkOUuk BRAND POSITIONING Positioning takes into account the mix of price, product, promotion, and place—the four dimensions that affect sales. Ries and Trout were convinced that each company must determine its position in the customer’s mind, considering the needs of the customer, the strengths and weaknesses of that company, and the competitive landscape. This concept continues to be a fundamental precept in all marketing communications, branding, and advertising.  BRAND POSITIONING IndiGo Tagline “On time. Every Time” i.e. their commitment to being on time. economic airfares punctual affordable Indigo has a strong position in the Indian market because, unlike many other countries, air travel is still a luxury for most Indians. Focusing on being on time and being affordable – Indigo promotes itself as “value for money.” www.pixelmattic.com/blog/brand-positioning-examples/  BRAND POSITIONING Effective brand positioning  BRAND POSITIONING Where should TikTok be placed? www.pixelmattic.com/blog/brand-positioning-examples/  BRAND POSITIONING www.pixelmattic.com/blog/brand-positioning-examples/  BRAND POSITIONING www.pixelmattic.com/blog/brand-positioning-examples/ BRAND POSITIONING STATEMENT This ’EXERCISE’ can help you arrive at your tagline etc. BRAND POSITIONING: Royal Enfield 2 min https://www.youtube.com/watch?v=Amy8yS9OTQE BRAND POSITIONING A Royal Enfield is a rare breed in an age of mass- produced, user-friendly predictability. This is a mechanical motorcycle, handcrafted with love, engineered with purpose, and designed in a way that gives each machine its own unique character. This character is reinforced by Royal Enfield's cultural DNA - by where it was born, and by where it is now built. Its classic British pedigree shows in every line, while the gleaming new engine hints at the devotion that has enabled this legendary marque to thrive in the outskirts of Chennai. This film, "Handcrafted In Chennai", is a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home. https://www.royalenfield.com  Royal Enfield: What words are in your mind right now? BRAND POSITIONING: Harley Davidson 1 min https://www.youtube.com/watch?v=u975MM18M-I  BRAND POSITIONING STATEMENT: the Onliness Statement, developed by Marty Neumeier, ZAG What: The only (category) Example: Harley Davidson is... How: that (differentiation characteristic) What: The only motorcycle manufacturer Who: for (customer) How: that makes big, loud motorcycles Where: in (market geography) Who: for macho guys (and “macho wannabees”) Why: who (need state) Where: mostly in the United States When: during (underlying trend). Why: who want to join a gang of cowboys When: in an era of decreasing personal freedom BRAND POSITIONING 1.30 min https://www.youtube.com/watch?v=sIjAwfsSJFg BRAND POSITIONING – watch later 2 min https://www.youtube.com/watch?v=X9eg00Sx6kM BRAND POSITIONING – watch later 1.30 min https://www.youtube.com/watch?v=gxDJRO2x_uw BRAND POSITIONING – watch later 2 min https://www.youtube.com/watch?v=3k19DbI2oaY Will Burke, Brand Engine: If you can’t say that you are the only, you need to fix your business, not your brand. Start with a solid platform to effectively articulate your brand’s value. (in other words, a brand might ‘look’ different, even if the businesses are exactly the same… make sure you really ARE unique)  BRAND POSITIONING: developed by Brand Engine Influencing minds… Alina Wheeler TH501: BRAND IDENTITY How can brand managers better create or control the image and position a brand has in the mind of a consumer? READING AND REFERENCES Please watch the videos! Please also read: P12 Brand Strategy (recap) P13-14 Brand Positioning PP 50-60 Brand Marks and Naming Rewatch in full… the Brand Positioning video: Positioning: The Battle for Your Mind, by Al Ries & Jack Trout https://www.youtube.com/watch?v=Y7iQgdkOUuk  ASSIGNMENT INTRODUCTION  TH501: BRAND IDENTITY THANKS! See you next lecture! CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik CREDITS: This presentation template was created by Slidesgo.