apple

Brand,
identity
and design

Brands are much more than logos

What is a brand ?

A traditional scenario of market

Company A

Product / services

Consumer

Company B

Company C

In a traditional market scenario, the company is catering to the

consumer.
The number of competitors are small.
In these markets the companies can come with advanced
technologies and other strategies to capture more market share.
(The size and power of the players is important.)

What is a brand ?

Company A
Company B

Product / services

Consumer

Company C

In complex markets, the differences between companies are not

much.
The companies can not differentiate much themselves from others
on the basis of quality and technology etc. factors as all the
companies are competent enough.
This scenario explains the need for the differentiation for the
companies.

What is a brand ?

Branding is an effort to give a unique identity to the companys

products and create emotional associations with consumers.
It is a form of marketing.
A brand is a set of associations that are linked to a product range, a
division, or company.
These associations reside in the memory of customers.
These associations help customers understand
what the brand or company is,
why it is potentially relevant to them,
how it is different or similar to other products made by the
company,
and how it is similar or different from competitors
products.

What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.

Marketing

Company

Design

Brand

Consumer

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.

What is a brand ?
(1) Products and services have become so alike that they fail to
distinguish themselves by their quality, efficacy, reliability, assurance
and care. Brands add emotion and trust to these products and services,
thus providing clues that simplify consumers choice.
(2) These added emotions and trust help create a relationship between
brands and consumers, which ensures consumers loyalty to the brands.
(3) Brands create aspirational lifestyles based on these consumer
relationships. Associating oneself with a brand transfers these lifestyles
onto consumers.
(4) The branded lifestyles extol values over and above the brands
product or service category that allow the brands to be extended into
other product and service categories. Thus saving companies the
trouble and costs of developing new brands, while entering new
lucrative markets.
(5) The combination of emotions, relationships, lifestyles and values
allows brand owners to charge a price premium for their products and
services, which otherwise are barely distinguishable from generics.

Integrity of Brand
Product Packaging

Product A

Company

Websites

logo

Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed by
everything people see, hear, touch, taste or smell about your business.

Xybernaut

Xybernaut, founded in
1990, is the leader in
wearable and mobile
computing solutions. The
company developed a new
class of products - fully
functional, Wintel-based
computers that take the
place of a host of
computing and
communication devices

A brand has to give a unique identity from each medium.

The product
The packaging
Website graphics
Etc should have a single visual language.

Sony

* Aesthetics integrated family

look. All products bear some
common elements.
* Style of use interface design
unique way of operating a
product.
* Some functions special to the
brand

The Sony Vaio series one voice by Sony

Company / Service
BRAND

People
The market

A traditional market scenario is in market a company or service is catering to consumers

After there are plenty of players who are competing against each other, the market becomes complex
At this time companies start fighting against each other to capture a large market share with lot of
Efforts in various fields.
Like using advanced technology, giving quality products etc.
This all is possible when there is a lot of variation in sizes of the companies
But when all the companies are quite competitive this difference doest work.
Here advertising and branding comes as a major player.
Brand is associations of things in peoples mind.

Manufacturing
And organizing

Marketing

Company
Design

Brand

Customer

Brand
Aesthetics integrated family look
Style of use
Style of design ??
Design features
Some functions
Interface design
May be a unique way to operate mobile phone

Points
What is brand?
Why is it necessary?
What makes a brand?
What are the efforts
And a lot of examples
of each and every type of branding

Form
Materials
Company strategies

Product
Service ??

Product Packaging
Website

Product A

Company

Product B
Advertisements

Integrated image and promise form the company

Product Packaging

Company

Website

Advertisements

Product A
Product B

Advertisements

The American Marketing Association (AMA) defines a brand

as a "name, term, sign, symbol or design, or a combination of
them intended to identify the goods and services of one seller
or group of sellers and to differentiate them from those of
other sellers.
Therefore it makes sense to understand that branding is not
about getting your target market to choose you over the
competition, but it is about getting your prospects to see you as
the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer

Concretes User Loyalty

To succeed in branding you must understand the needs and
wants of your customers and prospects. You do this by
integrating your brand strategies through your company at every
point of public contact.
Your brand resides within the hearts and minds of customers,
clients, and prospects. It is the sum total of their experiences
and perceptions, some of which you can influence, and some
that you cannot
A strong brand is invaluable as the battle for customers intensifies
day by day. It's important to spend time investing in researching,
defining, and building your brand. After all your brand is the
source of a promise to your consumer. It's a foundational piece in
your marketing communication and one you do not want to be
without.

What does branding mean to your company's marketing

strategy? Post Questions, Comments, and Answers to this
Question in the Marketing Forum

a brand is more than just a combination of a name, a design, a

symbol or other features that differentiate a good or a service
from others. (Dibb 1997). It is a unique set of tangible and
intangible added values that are perceived and valued by the
customer. In addition a brand is said to have personality, an
emotional bond to the customer that grows out of the perceived
characteristics.
These certain features of a brand grow out of a complex set of
added values that can comprise of history and tradition, additional
services, marketing messages, quality, popularity of the product
amongst a certain group of users (status) and others. These basiss
of a brand perception prove that a strong brand can not be
established over night The development of a brand takes time,
strong financial marketing muscle and good marketing skills such
as


insight into customer needs,

ability to offer products or services that meet those needs,

creativity to produce exiting and compelling advertising,

ability to communicate differentiation in a way that

customers understand and that motivates them. (Court 1997).
Without this process you do not have a brand but only a name
and a sign for a product.
Brands have benefits for both, the brand owners as sellers and
the customers:

Benefits of a brand for

Sellers

Identifies the companies products,

makes repeat purchases easier
Facilitates promotion efforts
Fosters brand loyalty stabilises
market share
Allows to charge premium prices and
thus to get better margins
Allows to extend the brand to new
products, new markets and to new
geographic areas
Can communicate directly with the
customer, reach over the shoulder of the
retailer
More leverage with middlemen
Is more resistant to price competition
Can have a long life
Is more forgiving of mistakes

Customers

Helps identify products

Helps evaluate the quality of a
product
Helps to reduce perceived risk in
buying, provides assurance of quality,
reliability etc.
Is dependable (consistent in quality)
May offer psychological reward
(status symbol)
rout map through a range of
alternatives
Saves customer time
Is easier to process mentally