Search results “What does brand design mean”
What is BRAND? What does BRAND mean? BRAND meaning, definition & explanation
What is BRAND? What does BRAND mean? BRAND meaning - BRAND definition - BRAND explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. A brand (or marque for car model) is a name, term, design, symbol, or other feature that distinguishes one seller’s product from those of others. Brands are used in business, marketing, and advertising. A brand is any name, design, style, words or symbols used singularly or in combination that distinguish one product from another in the eyes of the customer Initially, livestock branding was adopted to differentiate one person’s cattle from another's by means of a distinctive symbol burned into the animal’s skin with a hot branding iron. However, the term has been extended to mean a strategic personality for a product or company, so that ‘brand’ now suggests the values and promises that a consumer may perceive and buy into. Branding is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand's toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Brand equity is the measurable totality of a brand's worth and is validated by assessing the effectiveness of these branding components. In a fleeting market where traditional linear models of business are being replaced by more radical interconnected models, brand equity is one marketing technique that remains firmly rooted in prosperity. To reach such an invaluable brand prestige requires a commitment to a particular way of doing business. A corporation who exhibits a strong brand culture is dedicated on producing intangible outputs such as customer satisfaction, reduced price sensitivity and customer loyalty. A brand is in essence a promise to its customers that they can expect long-term security, a competitive frame of reference and consistent delivery of functional as well as emotional benefits. When a customer is familiar with a brand or favours it incomparably to its competitors, this is when a corporation has reached a high level of brand equity. Many companies are beginning to understand that there is often little to differentiate between products in the 21st century. Branding remains the last bastion for differentiation. In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation’s balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. The word ‘brand’ is often used as a metonym referring to the company that is strongly identified with a brand. Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Effective branding can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company - such as chocolate-chip cookies, for example. Brand development, often the task of a design team, takes time to produce. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors, etc....
Views: 2005 The Audiopedia
What is CORPORATE BRANDING? What does CORPORATE BRANDING mean? CORPORATE BRANDING meaning - CORPORATE BRANDING definition - CORPORATE BRANDING explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. It should also be noted that while corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture. Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture, sponsorship, employment applications, brand extensions (see study Fetscherin and Usunier, 2012). It therefore can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand. It has been argued that successful corporate branding often stems from a strong coherence between what the company’s top management seek to accomplish (their strategic vision), what the company’s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model. Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding. This trend is evident in campaigns such as IBM Smarter Planet, G.E. Ecomagination, The Coca-Cola Company Live Positively, and DOW Human Element. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services. This blending of corporate and product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and actual performance. Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders—employees, retirees, customers, business partners, supply chain partners, investors, neighbors—with the ability to share opinion about corporations via social media.
Views: 3710 The Audiopedia
What Does Branding Mean
I explain what branding means and how you can create your very one personal brand. Luke Nesler is an entrepreneur, hustler, marketer and owner of Impakt Marketing, Evolve Brand Co. and SINNES Hydroponics. While still in college, Luke began building businesses. A passion for storytelling and helping others grow their business is what has driven Luke from the start. Currently Luke uses these two passions to help businesses around the country via his digital agency, Impakt Marketing. Luke is also a public speaker where he travels around the country delivering keynotes at major conferences and conventions about the power of social media and digital advertising, which you can watch right here on this channel. On this channel you will find his daily vlog, The Caffeinated Entrepreneur where Luke gives you an inside look at the life of a hustling entrepreneur. Find Luke here: Website: http://www.thinkimpakt.com Facebook: http://facebook.com/impaktmarketing Twitter: http://twitter.com/lukeneslermedia Instagram: http://instagram.com/lukenesler Medium: http://medium.com/@lukenesler
Views: 2599 Luke Nesler
What is BRAND IMPLEMENTATION? What does BRAND IMPLEMENTATION mean? BRAND IMPLEMENTATION meaning - BRAND IMPLEMENTATION definition - BRAND IMPLEMENTATION explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. In marketing, brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal media. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project management and retail design. Brand implementation is an integrated part of a branding cycle and needs to be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the brand's image in all business units, communication channels and media. This refers to marketing and branding as a unified whole. In that respect, brand implementation is a continuous process, which requires controlling the brand's image and presence despite changes in markets and company structure. Brand implementation emerged as a discipline in the 1990s when brand owners recognized the need for consistency across branded estates. Traditionally, brand implementation was handled by various parties, including shop-fitters, interior designers and sign companies. Lack of centralized project management led to inconsistencies, while information dissymmetry meant suppliers had too much control over brand issues. Brand implementation was consequently coined as an umbrella term for all aspects of the application and maintenance of physical brand assets. Brand implementation does not involve the design or creation of brand identity; brand implementation agencies work closely with branding agencies to ensure that their work is applied accurately and consistently. This relationship is referred to as Magic and Logic (RTM of Marketing Supply Chain International). Branding agencies look after the Magic (creative) and brand implementation agencies look after the Logic (implementation).
Views: 103 The Audiopedia
How to design a successful logo? How to build a famous brand for your business? Some of the most well-known logos in the world were purposefully designed to indicate something much more than simple beauty. In fact, it seems that in some cases, every line, curve, and color has meaning behind it. Adidas, Apple, BMW, Coca-Cola, Toyota… We see these famous brands everywhere but never consider what their logos exactly mean. Curious to know the secret? Watch the 16 famous logos with a hidden meaning you've never noticed. #logomeaning #logosecret # Hyundai 0:33 The letter ’Н’ symbolizes two people – a client and a representative of the company – shaking hands. Adidas 0:52 The current logo is three stripes at an angle which together form a triangle. This symbolizes a mountain, which in turn represents the challenges that all sportsmen have to overcome day after day. Apple 1:21 Rob Janoff, the designer who came up with the world-famous Apple company logo, explained his idea in one of his interviews. He bought a bag of apples, placed them in a bowl, and spent time drawing them for a week, trying to break the image down into something simple. Vaio 1:58 The first two letters of the Vaio logo symbolize an analogue wave. The last two are similar to the numbers 1 and 0 — that is, symbols of a digital signal. Amazon 2:14 The orange arrow is similar to a smile because the company wants its customers to be satisfied. The arrow is also stretched between the letters ’A’ and ’Z’, in a hint that the company sells absolutely every product you can imagine. Baskin Robbins 2:40 The pink-colored parts of the "BR" section make up the number 31, which is how many ice cream flavors Baskin Robbins used to famously sell. Toyota 2:56 The logo represents a stylized image of a needle eye with a thread passing through it. This is a hint at the company’s past – they used to produce weaving machines. Continental 3:28 Continental, a famous car tire producer, has a logo in which the first two letters depict a car wheel. Formula 1 3:41 If you look carefully at the white space between the letter ’F’ and the red stripes, you can see the number 1. Pinterest 3:59 On Pinterest, people collect images they like from across the Internet and ’pin’ them to their online boards. That’s why the image of a pin is hidden in the letter P. Beats 4:17 Beats, an audio equipment producer based in the USA, uses a logo in which the letter ’B’ looks like headphones on a person’s head. Toblerone 4:32 The famous chocolate company based in Bern, Switzerland, has a silhouette of a bear in its logo. That's because Bern is sometimes called a city of bears. BMW 4:55 The logo is simply a part of the Bavarian flag, the area of Germany where the company originated. LG 5:18 The logo is a stylized image of a person’s face. According to the company, this represents its aspiration to have human relations with their customers. Evernote 5:34 The corner of the elephant’s ear is folded over in a similar way how people fold the corner of a page to make notes. Coca-Cola 5:57 In the space between the letters ’O’ and ’L’, you can see the Danish flag. It’s purely a coincidence. Nevertheless, Coca-Cola has used this as part of its marketing campaigns in the Scandinavian country. If you’ve enjoyed this video, hit that thumbs up button! Music: That Feeling by HookSounds (http://www.hooksounds.com) is licensed under a Creative Commons license (https://creativecommons.org/licenses/by/4.0/). Subscribe to Bright Side : https://goo.gl/rQTJZz ---------------------------------------------------------------------------------------- Our Social Media: Facebook: https://www.facebook.com/brightside/ Instagram: https://www.instagram.com/brightgram/ 5-Minute Crafts Youtube: https://www.goo.gl/8JVmuC ---------------------------------------------------------------------------------------- For more videos and articles visit: http://www.brightside.me/
Views: 19673250 BRIGHT SIDE
What is BRANDING AGENCY? What does BRANDING AGENCY mean? BRANDING AGENCY meaning & explanation
What is BRANDING AGENCY? What does BRANDING AGENCY mean? BRANDING AGENCY meaning - BRANDING AGENCY definition - BRANDING AGENCY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. A branding agency is a firm that specializes in creating and launching brands, as well as rebranding. The role of a branding agency is to create, plan and manage branding strategies for clients, but can also involve support in terms of advertising and other forms of promotion. In order to develop a more profound understanding of the function of these organizations it is initially important to capture the idea of branding. In short, branding is the process of developing a company's brand, including a name, identity system and messaging platform. These aspects will develop what is referred to as a brand message, which will then be applied to marketing campaigns to spread that message. A brand represents a promise to your customers, what they can expect from your products/services, and essentially what differentiates your offering from competitors. It is a vital element across all industries, as it allows organizations to gain competitive advantage, define a coherent brand communication strategy, and to increase and reach the target market. All organizational sectors, whether it is a business, non-profit organization, or even a government agency, use branding agencies. Most often, organizations look to hire branding agencies in order to produce brand strategy and brand identity. There is generally a misconception regarding the relationship between these two agencies. Often, branding agencies and advertising agencies are seen as being interchangeable entities. This however is not the case, and although they overlap in some respects, their scope and focus is different. Essentially, the difference between these two agencies is the difference between strategy (branding) and tactics (advertising). Brands play an integral role in a firm's business strategy. In fact, the terms "company" and "brand" are often used synonymously for one another. On the other hand, advertising is more focussed on the process which firms use to market and communicate to existing and potential customers. A branding agency goes beyond this scope, and whilst commonly performing similar services to a traditional advertising agency, is involved in a larger strategical process.
Views: 3477 The Audiopedia
HORRIFYING "Hidden Meanings" In Famous Logos
Subscribe! Because SMART IS THE NEW SEXY: https://goo.gl/JTfP6L Are you a fan of Apple products? Do you wear Timberland boots? And do you like Starbucks coffee? Have you ever looked at the logos of these companies and wondered what their meanings were? We at Smart is the New Sexy collected 4 logos that you see almost every day and found out what they represent. Beware; the world will never be the same after watching this video. Are there really hidden messages in these brand logos or is it just people’s fantasy? How do you think? Do you know any other hidden meanings? We would be glad to hear about them in the comment section below the video. Remember to click subscribe to stay among the smart and the sexy! ---------------------------------------------------------------------------------------- Our Social Media: Facebook: http://facebook.com/enjoy.science/ The Bright Side of Youtube: https://goo.gl/rQTJZz 5-Minute Crafts Youtube: https://www.goo.gl/8JVmuC ---------------------------------------------------------------------------------------- For more videos and articles visit: http://www.brightside.me/
Views: 16934587 SMART BANANA
Conspiracies Hidden In Logos You'll be Surprised By
Companies spend hundreds of millions of dollars designing their brands for the modern market but some of these designs will leave you spellbound. Are the hidden meanings behind these logos signs of corporate diabolic malevolence or just very expensive mistakes? Subscribe for more! ► http://bit.ly/BeAmazedSubscribe ◄ Stay updated ► http://bit.ly/BeAmazedFacebook https://twitter.com/BeAmazedVideos https://instagram.com/BeAmazedVideos ◄ For copyright queries or general inquiries please get in touch: [email protected] Credit: https://pastebin.com/ySmPVbDG
Views: 1003983 BE AMAZED
What is CITY BRANDING? What does CITY BRANDING mean? CITY BRANDING meaning, definition & explanation
What is CITY BRANDING? What does CITY BRANDING mean? CITY BRANDING meaning - CITY BRANDING definition - CITY BRANDING explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ City branding refers to all the activities that are undergone with the purpose of turning a City from a location into a destination. "Successful branding", says Robert Jones, consultant director at international brand consultancy Wolff Olins, "can turn a city into a place where people want to live, work and visit". City branding is often confused with City marketing. The difference comes from the fact that marketing uses consumer wishes and needs as its guiding principle for the operations of an organization, whereas in the case of branding a chosen vision, mission and identity play that role. City branding refers to the application of branding techniques to geographical locations in the widest sense of the word. City branding creates a single brand for the city and extends it to all its offerings and interactions. From a customer point of view, this creates a unique picture of the city at every level of interactions. This also helps in removing the need to present a case by case picture of the city for each of its offerings to the customers. A city brand is its promise of value, a promise that needs to be kept. Good branding can assist in making cities desirable, just as bad branding can assist in making cities undesirable. Some examples of well-branded cities are New York City, San Francisco and Paris. It is seen that the successful city brands marketed their history, quality of place, lifestyle, culture, diversity, and proactively formed cooperative partnerships between city municipalities and government in order to enhance their infrastructure. Equally important is the role of positioning in the branding process, ie. creating a distinct place in the market for the city to occupy. Place branding is a process made up of several sub-processes. Unlike branding simpler entities like a product, service, company, person or classical subjects of branding, place branding, and in particular nation and city branding, is a complex process. The complexity comes from the great diversity of stakeholders in the process. In general, a place brand is derived from existing assets of the place such as its value offering or public perception. Otherwise, the place brand is derived from created assets, such as events, policies, abstract concepts of tolerance, and so on. The derived image of the place brand is then communicated through communication channels. These channels vary and range from television advertisements to Internet marketing efforts. These communications are aimed at a specific target market. Jerusalem has a clear city brand as a holy city. The holy city includes numerous significant holy sites such as the Western Wall, Church of the Holy Sepulcher, the Garden Tomb, and the Temple Mount. A study commissioned by the Swedish Research Council suggests that Jerusalem may be one of the oldest city brands, having undergone organic branding campaigns for centuries. Pilgrimage, the religious equivalent of tourism, has been part of Jerusalem's history for millennia. Las Vegas or simply Vegas is used by the Las Vegas Convention and Visitors Authority as a brand to market the bulk of the Las Vegas Valley, including the Las Vegas Strip, Las Vegas, Nevada, Henderson, Nevada, North Las Vegas, Nevada and parts of Clark County, Nevada.
Views: 1973 The Audiopedia
What is CORPORATE DESIGN? What does CORPORATE DESIGN mean? CORPORATE DESIGN meaning - CORPORATE DESIGN definition - CORPORATE DESIGN explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. A corporate design (C-D) is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc. The house style is created in such a way that all the elements are arranged in a distinctive design and pattern. This includes dictating what ink pantones should be used in the coloring, and what typefaces. Governments may have corporate designs as well. On June 2, 1999, the German federal cabinet introduced a corporate design for the flag of Germany. The term 'corporate design' is not the name of a specific design profession. Corporations do have special design needs based on their behaviors. They communicate their mission, objectives, needs, and product information -- with users, clients, or members; with suppliers, distributors, service providers; with the surrounding community and the media; with financial institutions and other corporations, and with the state. They create, acquire, modify, organize and distribute large amounts of information and raw data, as well as goods and services. (Sometimes the goods or services are themselves information. For example, The Yellow Pages, or The New York Times.) A designer whose client is a corporation will include the logo and other elements of the corporate brand as a way to standardize and unify all communication between company and audience, whether in print or online. Scenarios that includes human-computer interactions take place through software and hardware user interfaces that are also branded and designed with the corporate culture in mind. (Examples of user scenarios: update the Web site, transfer funds, document procedures, control security, operate machinery, plan projects, conduct virtual meetings, check inventory, fill an order, or ship a product.) These interactions are increasingly taking place through Web sites, through mobile devices and at dedicated terminals, and may include sound, video, animation and user feedback mechanisms. A savvy designer will create designs that can be adapted to all of these applications.
Views: 116 The Audiopedia
What is REBRANDING? What does REBRANDING mean? REBRANDING meaning, definition & explanation
What is REBRANDING? What does REBRANDING mean? REBRANDING meaning - REBRANDING pronunciation - REBRANDING definition - REBRANDING explanation - How to pronounce REBRANDING? Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate. Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations, such as a "Chapter 11 corporate restructuring," "union busting," or "bankruptcy." Rebranding can also refer to a change in a company/ corporate brand that may own several sub-brands for products or companies. Rebranding has become something of a fad at the turn of the millennium, with some companies rebranding several times. The rebranding of Philip Morris to Altria was done to help the company shed its negative image. Other rebrandings, such as the British Post Office's attempt to rebrand itself as Consignia, have proved such a failure that millions more had to be spent going back to square one. In a study of 165 cases of rebranding, Muzellec and Lambkin (2006) found that, whether a rebranding follows from corporate strategy (e.g., M&A) or constitutes the actual marketing strategy (change the corporate reputation), it aims at enhancing, regaining, transferring, and/or recreating the corporate brand equity. According to Sinclair (1999:13), business the world over acknowledges the value of brands. “Brands, it seems, alongside ownership of copyright and trademarks, computer software and specialist know-how, are now at the heart of the intangible value investors place on companies.” As such, companies in the 21st century may find it necessary to relook their brand in terms of its relevancy to consumers and the changing marketplace. Successful rebranding projects can yield a brand better off than before. Due to the tremendous impact that renaming and rebranding a company can have, it is critical to take the client through the process with great sensitivity and care. The new company identity and brand should also be launched in a subtle and methodical manner in order to avoid alienating old customers, while aiming to attract new business prospects. There is no magic formula. However, there is a methodical process that involves careful strategy, memorable visuals and personal interactions, all of which must speak in unison for a customer to place full trust and invest their emotions in what is on offer. Marketing develops the awareness and associations in consumer memory so that customers know (and are constantly reminded) which brands best serve their needs. Once in a lead position, it is marketing, consistent product or service quality, sensible pricing and effective distribution that will keep the brand ahead of the pack and provide value to its owners (Sinclair, 1999:15). Corporations often rebrand in order to respond to external and/or internal issues. Firms commonly have rebranding cycles in order to stay current with the times or set themselves ahead of the competition. Companies also utilize rebranding as an effective marketing tool to hide malpractices of the past, thereby shedding negative connotations that could potentially affect profitability. ..
Views: 1979 The Audiopedia
What is FUNCTIONAL BRANDING? What does FUNCTIONAL BRANDING mean? FUNCTIONAL BRANDING meaning - FUNCTIONAL BRANDING definition - FUNCTIONAL BRANDING explanation. SUBSCRIBE to our Google Earth flights channel - http://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ?sub_confirmation=1 Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Functional Branding is a discipline within service design where services are created or improved to deliver more than enhanced user experience. Instead, services are created to deliver a branded experience to users through outstanding application of service design. An example might be two competing websites that offer broadly the same products or services. Functional branding would enable one of these sites to differentiate itself through the interactions with users, positively reinforcing its brand values through design. Every time a consumer interacts with a brand, an opportunity exists for their perceptions to be influenced. Functional branding aims to ensure that every interaction is a branded experience, so that users receive not only a positive experience but one that conveys the brand values of the company. These user experiences will have more than excellent functionality and usability, they also appeal to consumers on an emotional level. Functional branding builds an overall and comprehensive branded experience, which can increase consumer brand loyalty and positively influence brand equity. Functional branding is a new discipline within service design which is being practiced by a small number of service design companies.
Views: 29 The Audiopedia
Brand Definition - What Does Brand Mean?
Go to http://www.corporatevocabulary.com for the complete lesson on Brand and a full course to give you the vocabulary and communication skills of a six-figure earner. In this video we teach you the definition of Brand.
Views: 295 ereflect
What Does Branding Yourself Mean?
Your brand is your identity and when you're growing a six figure name, it's crucial to understand what branding is all about and where it came from. What does branding mean? Why does branding matter? Let's find out! Watch and Enjoy! Marianne DeNovellis ======================== Video by Nate Woodbury BeTheHeroStudios.com http://YouTube.com/c/NateWoodbury
What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning, definition & explanation
Do you travel a lot? Get yourself a mobile application to find THE CHEAPEST airline tickets deals available on the market: ANDROID - http://android.theaudiopedia.com - IPHONE - http://iphone.theaudiopedia.com or get BEST HOTEL DEALS worldwide: ANDROID - htttp://androidhotels.theaudiopedia.com - IPHONE - htttp://iphonehotels.theaudiopedia.com What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning - BRAND EQUITY definition - BRAND EQUITY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names. Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge price premiums that derive from brand equity after controlling for observed product differentiation. Some marketing researchers have concluded that brands are one of the most valuable assets a company has, as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Consumers' knowledge about a brand also governs how manufacturers and advertisers market the brand. Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations. Generally, these strategic investments appreciate over time to deliver a return on investment. This is directly related to marketing ROI. Brand equity can also appreciate without strategic direction. A Stockholm University study in 2011 documents the case of Jerusalem's city brand. The city organically developed a brand, which experienced tremendous brand equity appreciation over the course of centuries through non-strategic activities. A booming tourism industry in Jerusalem has been the most evident indicator of a strong ROI. While most brand equity research has taken place in consumer markets, the concept of brand equity is also important for understanding competitive dynamics and price structures of business-to-business markets. In industrial markets competition is often based on differences in product performance. It has been suggested however that firms may charge premiums that cannot be solely explained in terms of technological superiority and performance-related advantages. Such price premiums reflect the brand equity of reputable manufacturers. Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no agreed way to measure it. As one of the serial challenges that marketing professionals and academics find with the concept of brand equity, the disconnect between quantitative and qualitative equity values is difficult to reconcile. Quantitative brand equity includes numerical values such as profit margins and market share, but fails to capture qualitative elements such as prestige and associations of interest. Overall, most marketing practitioners take a more qualitative approach to brand equity because of this challenge. In a survey of nearly 200 senior marketing managers, only 26 percent responded that they found the "brand equity" metric very useful.
Views: 14932 The Audiopedia
What is POSTMODERN BRANDING? What does POSTMODERN BRANDING mean? In alignment with postmodern marketing, postmodern branding hinges on personifying the brand based on a core set of traits as opposed to creating templates, blueprints or guidelines. Postmodern branding is more about understanding and leveraging technology, space and mindset of the moment to create an enriched user experience. Idris Mootee cites in, “Branding in the Post-Modern Culture When Consumer Transcends the State of Being the Subject in a Society” that brands are becoming more and more important in this day of age. When looking at how the media ecosystem has evolved with the developments of Twitter, Facebook, mobile codes and video, a marketer can see that the brand “exists beyond the ads and the products”. As a result brands have found new ways to enter the home and places in the consumers life. This newly developed entryway and space usually takes the form of branded content, branded entertainment, branded utilities, and most importantly brand personification (which occurs when the brand is treated and engaged with as one would engage with a physical person. i.e. make appointments with, talk to, touching, etc.). These are behaviors predominately found in the daily life of the postmodern consumer. Watching scheduled TV programs, utilizing and interacting with voice recognition services like Siri are examples of how branded content and utilities are becoming more predominate within our current culture. Although some examples are eroding away like scheduled TV viewing (according to JD Power and Associates roughly 45% of cable TV service customer have a DVR subscription, which is up from 38% in 2010), others are introduces with remarkable interfaces and user engagement protocols. Mobile applications like Siri allow users interact with their phone at treat it like a personal assistant. Successful branding within the postmodern society rely more on the developments of brand personality. Developing brand personality sets the stage in identifying deeper meaning around “How it, the brand, works.” The formation of studying and defining a brand in this manner hinges on the trait theory of psychology. According to this theory, inherent traits (habitual patterns, thoughts and emotions) are perceived to remain relatively stable over time. Holding inherent traits constant while manipulating environmental cues and situational stimuli, natural personalities emerge. When applied to marketing, this process is called a brand-trait observational research study. By performing such studies a brand is able to extract “marketable” personalities; thus creating “livable brand personas”. These personas are then used to help brands live better and more fluently within social destinations, communities and strategist around technical road maps, developments and customer interactions.
Views: 260 The Audiopedia
How To Present Logo Designs and Identity Projects to Clients
👉Subscribe: https://goo.gl/F2AEbk Do you just email your logo designs to your client? Do you have problems with clients asking for excessive revisions in branding projects? Do your clients tend to change their minds after you show your logo designs? In this video, Ben talks about the way he presents logo designs and identity projects to clients for the sole purpose of getting great work approved. Ben breaks the branding presentation down slide by slide and covers a few prerequisites you need to have in order to present logo designs like he does for Blind. Like what Ben has to say? Check out The Perfect Proposal - a guide to crafting proposals that win. See the actual template that we have used to generate over $4 million in design work this year alone. Check it out here: https://www.thefutur.com/product/perfect-proposal/ Ben would LOVE to hear from you - hit him up on Instagram: https://www.instagram.com/mrbenburns/ ** Get all three StoryBlocks resources for the price of ONE - just click here: http://www.videoblocks.com/TheFutur_1217 ** – Video Timestamps 0:13 What is this? 2:15 Prerequisite No. 1 - Solid Discovery 2:40 Prerequisite No. 2 - Collaborative Steps 4:00 Prerequisite No. 3 - Incredible Work 4:10 Prerequisite No. 4 - The Right Tools 4:54 Building the Presentation 4:59 Step One - Start at the Beginning 6:16 Step Two - Recap the Steps with the Client 7:54 Step Three - Display your Work * 9:54 *Slide 1 - Isolated Logo on White 10:16 *Slide 2 - Split Screen, One Color Logo 10:40 *Slide 3 - Standard Mockups 11:24 *Slide 4 - Small Format Mockups 12:13 *Slide 5 - Large Format Mockups 13:08 *Slide 6 - Isolated Logo on White 13:28 Repeat for all other versions 13:43 Step Four - Compare all Options 14:09 thefutur Logo Mockup Process 16:07 Emily's Speed Mockup Design 18:40 Step Five - Ask Targeted Questions 21:10 Step Six - Don't expect Feedback 21:45 Step Seven - Set Timelines and Expectations – This video is sponsored by StoryBlocks. – Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here: https://goo.gl/bRt5qd — Love the content? Become a sustaining member for $5/mo today. https://goo.gl/uKcJ3N Our BOOKLIST: https://goo.gl/onrdxr Kits & Proposals: https://goo.gl/mSjuWQ Visit our website: https://www.thefutur.com FREE resources: https://goo.gl/Qh6gHr — OUR AFFILIATE LINKS Skillshare: https://goo.gl/YCo2uT Amazon: http://a.co/7abg3DD Creative Market: https://goo.gl/g4jlTE — Futur Podcast on iTunes: 🎙 https://itunes.apple.com/us/podcast/the-futur/id1209219220?mt=2 — Connect with us online: https://www.facebook.com/theFuturisHere/ https://twitter.com/thefuturishere https://www.instagram.com/thefuturishere/ — Credits: Executive Producer– Ben Burns Host– Ben Burns Director– Stewart Schuster Cinematography– Aaron Szekely Editor– Stewart Schuster Futur Theme Music – Adam Sanborne http://www.adamsanborne.com Annotations– Isaiah Nwukor Typefaces: Futura, Din, Helvetica Neue Futur theme song— Adam Sanborne Stock photos–Storyblocks
Views: 220922 The Futur
What does responsive web design mean for your brand? #def6coffeebreak
In this segment of the Def 6 Coffee Break series, our Expert in Residence Frank Radice continues the conversation about mobile with Mark Emery, steering the discussion towards responsive web design, mobile internet usage, and a tablet-first design strategy.
Views: 86 DEFINITION 6
When Should I Change My Brand Design? - Awkward Marketing
Ever have a mean case of brand boredom? You've been looking at the same logo, colors, fonts, photos FOREEEVEEEER and you're kinda getting sick of 'em. Then, one day you're peeping around Pinterest and you spot the BRAND DESIGN OF YOUR DREAMS. What to do?! Should you call a designer or stick with what you've got? When is the right time to change your brand's look and feel? This sounds like a job for #AwkwardMarketing. In this episode, I'm talking about when changing your brand design is a good idea and, more importantly, when it could spell D-I-S-A-S-T-E-R for your business. If you've been itchin' to swap out your tired ol' logo for a fresh new look, WATCH THIS FIRST. Then, proceed with caution to your nearest RKA... --- ABOUT THE SHOW: Awkward Marketing is a weekly show, hosted by Rachael Kay Albers, blending fun size small business advice with storytelling and comedy, for entrepreneurs who want to create a meaningful presence online. ABOUT THE HOST: Rachael Kay Albers is a marketer who hates marketing (of the sleazy variety, that is). She runs RKA ink, a web design and digital marketing studio for thought leaders and visionary entrepreneurs. Her secret sauce is helping small businesses stand out online WITHOUT selling their soul or playing the manipulation game. Originally from Chicago, Rachael founded RKA ink in 2009 while living and working as a "digital nomad," setting up shop in Chiapas, Mexico and coding her way around the world (from Mexico to Germany to Kenya to Spain and back again.) Today, Rachael is back outside the Windy City with her husband, two dogs, and a bunch of old computer cords they’re too afraid to throw away. When she’s not crafting beautiful, unforgettable brands for her clients, Rachael is available for speaking engagements and offers entertaining, energizing live workshops on marketing, branding, and small business. Learn more at https://www.rkaink.com/
Views: 1487 Awkward Marketing
What are OEMs? (Original Equipment Manufacturers)
The first 500 people to click this link will get Blinkist for 20% off: ►http://blinkist.com/techquickie Your iPhone wasn't made by Apple - and many other electronics, like power supplies, aren't made by the company on the box. Techquickie explains... Techquickie Merch Store: https://www.designbyhumans.com/shop/LinusTechTips/ Techquickie Movie Poster: https://shop.crowdmade.com/collections/linustechtips/products/tech-quickie-24x36-poster Follow: http://twitter.com/linustech Leave a reply with your requests for future episodes, or tweet them here: http://twitter.com/jmart604 Join the community: http://linustechtips.com Intro Theme: Showdown by F.O.O.L from Monstercat - Best of 2016 Video Link: https://www.youtube.com/watch?v=pm36k08jQ0M&t=2422s iTunes Download Link: https://itunes.apple.com/us/album/monstercat-best-of-2016/id1185092812 Listen on Spotify: https://open.spotify.com/album/5Zt1P3ZbnfErBkiqcfBTCN License for image used: https://creativecommons.org/licenses/by/2.0/legalcode
Views: 253136 Techquickie
What is BRAND ARCHITECTURE? What does BRAND ARCHITECTURE mean? BRAND ARCHITECTURE meaning - BRAND ARCHITECTURE definition - BRAND ARCHITECTURE explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace. There are three key levels of branding: Corporate brand, umbrella brand, and family brand – Examples include Virgin Group and Heinz. These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties. These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains. Endorsed brands, and sub-brands – For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand – which may be a corporate brand, an umbrella brand, or a family brand – as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers. Individual product brand – For example, Procter & Gamble’s Pampers or Unilever's Dove. The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, will know the producer by its company name. Procter & Gamble is quoted by many authors as the antithesis of a corporate brand (Asberg and Uggla, Muzellec and Lambkin, Olins). "However, this situation changed in 2012. After more than 150 years of invisibility of the organization for consumer, the brand developed corporate brand promise during the 2012 Olympic games. Commercials are aired on television around a message thanking all the "moms". In addition, each of their products is associated with the brand "PG" in advertisements for products. A recent example of brand architecture in action is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the company pursued a corporate-endorsed hybrid brand architecture structure, where GM underpinned every brand. The practice of putting the "GM Mark of Excellence" on every car, no matter what the brand, was discontinued in August, 2009. In the run-up to the IPO, the company adopted a multiple brand corporate invisible brand architecture structure. The company's familiar square blue "badge" has been removed from the Web site and advertising, in favor of a new, subtle all-text logo treatment. Structuring a company brand portfolio can involve choosing a strategy based upon a number of variables, including the business strategy, market trends, competitive tactics, and sources of growth and profit. Often marketing mix modeling is used to help understand the role of brands in a portfolio, and how they support or cannibalize one another. A strong parent brand can be leveraged across multiple sub-brands to help maximize Return on Marketing Investment. Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Views: 3054 The Audiopedia
What Is "Branding" & What Does It Mean For Your Business?
http://www.invisionbranding.com - What is "Branding", you ask? Branding is not a logo or an emblem. Those things can be part of a brand, in helping those who connect with a particular product or service to recognize it. But, more specifically, your "brand", is the overall experience and feel of your company and its point of engagement, your "corporate culture" if you will. We define "brand" at inVision as "The cohesive expression of unique value"... Your brand has the ability to create raving fans of the experience that comes along with doing business with you.
What is BRAND AWARENESS? What does BRAND AWARENESS mean? BRAND AWARENESS meaning. Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction. Brand awareness is related to the functions of brand identities in consumers’ memory and can be reflected by how well the consumers can identify the brand under various conditions. Brand awareness includes brand recognition and brand recall performance. Brand recognition refers to the ability of the consumers to correctly differentiate the brand they previously have been exposed to. This does not necessarily require that the consumers identify the brand name. Instead, it often means that consumers can respond to a certain brand after viewing its visual packaging images. Brand recall refers to the ability of the consumers to correctly generate and retrieve the brand in their memory. A brand name that is well known to the great majority of households is also called a household name. Brand awareness plays a huge part in the success of brands. There are many different ways to market a brand in order for it to display a certain image in the minds of consumers.It can be a logo, a name, a colour etc. that links itself to a brand in the mind of the consumer. Brand awareness and recognition is a step for marketers in communications as it affects the consumer choices that are made when it comes to the point of purchasing. A brand that is more well-known than others is more likely to be chosen for purchase over a brand where little is known about them. Consumers are less likely to purchase from a brand they don’t recognise or hardly recognise as it can be perceived as a risk for them and consumers do not typically like risks, as it means they could potentially waste their money.
Views: 4246 The Audiopedia
What is MULTIBRANDING STRATEGY? What does MULTIBRANDING STRATEGY mean? MULTIBRANDING STRATEGY meaning - MULTIBRANDING STRATEGY definition - MULTIBRANDING STRATEGY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ Multibranding strategy is when a company gives each product a distinct name. Multibranding is best used as an approach when each brand in intended for a different market segment. Multibranding is used in an assortment of ways with selected companies grouping their brands based on price-quality segments. Procter & Gamble (P&G), a multinational consumer goods company that offers over 100 brands, each suited for different consumer needs. For instance, Head & Shoulders that helps consumers relieve dandruff in the form of a shampoo, Oral-B which offers inter-dental products, Vicks which offers cough and cold products, and Downy which offers dryer sheets and fabric softeners. Other examples include Coca-Cola, Nestlé, Kellogg's, and Mars. This approach usually results in higher promotion costs and advertising. This is due to the company being required to generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions. Multibranding strategy has many advantages. There is no risk that a product failure will affect other products in the line as each brand is unique to each market segment. Although, certain large multiband companies have come across that the cost and difficulty of implementing a multibranding strategy can overshadow the benefits. For example, Unilever, the world's third-largest multination consumer goods company recently streamlined its brands from over 400 brands to centre their attention onto 14 brands with sales of over 1 billion euros. Unilever accomplished this through product deletion and sales to other companies. Other multibrand companies introduce new product brands as a protective measure to respond to competition called fighting brands or fighter brands.
Views: 1514 The Audiopedia
What is PRODUCT REBRANDING? What does PRODUCT REBRANDING mean? PRODUCT REBRANDING meaning - PRODUCT REBRANDING definition - PRODUCT REBRANDING explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ As for product offerings, when they are marketed separately to several target markets this is called market segmentation. When part of a market segmentation strategy involves offering significantly different products in each market, this is called product differentiation. This market segmentation/product differentiation process can be thought of as a form of rebranding. What distinguishes it from other forms of rebranding is that the process does not entail the elimination of the original brand image. Dexxa computer mice are rebranded Logitech devices sold at a lower price by Logitech in the low-end market segment without undercutting their mid-range products. Rebranding in this manner allows one set of engineering and QA to be used to create multiple products with minimal modifications and additional expense. Following a merger or acquisition, companies usually rebrand newly acquired products to keep them consistent with an existing product line. For example, when Symantec acquired Quarterdeck in November 1998, Symantec chose to rename CleanSweep to Norton CleanSweep. Later on, the company chose to reposition its entire product line by grouping products into a bundle known as Norton SystemWorks. Symantec is not the only software company to reposition and rebrand its products. Much of Microsoft's product line consists of rebranded products, including MS-DOS, FoxPro, and Visio. Another example is the rebrands of GeForce 8-series GPU into 9-series by nVidia. The reverse can also happen, as when AlliedSignal acquired Honeywell, Southern Railroad of Long Island acquired Long Island Rail Road, and Chemical Bank acquired Chase Manhattan Bank. In such cases, the acquiring company rebrands itself with the acquired name. Another form of product rebranding is the sale of a product manufactured by another company under a new name. An original design manufacturer is a company that manufactures a product that is eventually branded by another firm for sale. This is often the case with international trade. A product is manufactured in a place with lower operating costs, and sold under a local brand name.
Views: 379 The Audiopedia
10 Mistakes and Secrets You Never Knew About Famous Logos
You’d think that the most successful companies in the world invest good money for their logos to be picture-perfect, yet even Google isn’t immune to messing up a logo design. Pay attention to 10 super famous company logos that are hiding something or have design fails and mistakes in them. We all know what the White House looks like, and you’d think there’d be no possible difficulties recreating it in an image. However, there were at least 3 attempts to create a logo, all of which resulted in mistakes. Wikipedia’s logo representing knowledge has a really embarrassing mistake right in the middle of the image! You wouldn’t catch it unless you know Chinese, so we’ll let you in on the big secret. Some people saw a man bending over vomiting in the London Olympics logo, while others were joking that it looked like Lisa Simpson in a compromising position. Salvador Dali hired to design the Chupa Chups logo put the brand’s name on a bright daisy and insisted that the logo be placed on top of the wrapper so that everyone could see it. And it’s basically stayed the same since then! When asked about the imperfection of letter “G” in their logo, Google chose the best route a person can when explaining his or her mistakes. They simply said that they’re aware of the inaccurate “G”, but that was all part of the plan! This slight imperfection makes their image playful and approachable. Music: https://www.youtube.com/audiolibrary/music TIMESTAMPS The White House 0:38 Wendy’s 1:29 Wikipedia 2:20 Hershey’s Kisses 3:28 The London Olympics 3:54 7-Eleven 4:42 Chupa Chups 5:17 Walt Disney 6:01 Pepsi 6:47 Google 7:17 SUMMARY -The designers of the White House’s logo made mistakes depicting the arch shape, mixed up the order of the windows and even lost pillars on the roof. -You might see nothing special in Wendy’s white and blue striped collar, but a closer look will reveal the word “mom” right in the center. -Wikipedia logo’s designer meant to write the Chinese word “wi”, but one tiny yet extra stroke made the symbol gibberish. -Lean your head towards your left shoulder, and you’ll get a sweet surprise: a chocolate kiss between the “K” and “I”. -Iranian participants in the London Olympic Games were upset by the peculiar style of the numbers 2012 because they read the word “Zion” in it. -All the letters in the word “eleven” in 7-Eleven logo are capitalized, except for one: the “n”. -The creator of Chupa Chups Spaniard Enric Bernat picked the most famous surrealist artist in the world Salvador Dali himself to design the new brand logo. -Those elegant swirls in the “W”, “i” and “y” in Disney logo look exactly like three sixes in a row. -If you wanna see what Pepsi can potentially do to you, just add a little circle on top of its logo, some arms and legs, and voila. -The letter “G” in Google logo doesn’t look the way it should. It’s not the complete perfect circle it’s supposed to be, and the inner circle is also far from ideal. Subscribe to Bright Side : https://goo.gl/rQTJZz ---------------------------------------------------------------------------------------- Our Social Media: Facebook: https://www.facebook.com/brightside/ Instagram: https://www.instagram.com/brightgram/ 5-Minute Crafts Youtube: https://www.goo.gl/8JVmuC ---------------------------------------------------------------------------------------- For more videos and articles visit: http://www.brightside.me/
Views: 3720823 BRIGHT SIDE
What is BRAND CULTURE? What does BRAND CULTURE mean? BRAND CULTURE meaning & explanation
What is BRAND CULTURE? What does BRAND CULTURE mean? BRAND CULTURE meaning - BRAND CULTURE definition - BRAND CULTURE explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment or employee engagement effort that elevates beyond communications and training. A brand in order to be relevant to consumers and sustainable over time must operate much like a culture. A company must develop an ethos and a worldview that it absolutely believes in and then should act in accordance with it. Everything the company does - every product or service it offers, every public statement, advertisement, website, internal policy, memo and business decisions it makes must be congruent with that ethos and worldview. If the brand truly represents an ethos and worldview which are attractive to consumers they will embrace the brand as part of their own identity. They will join the brand culture and participate in that culture as a way of expressing to the rest of the world who they are and what they believe in.
Views: 229 The Audiopedia
What Does It Mean To Brand A Product?
Your brand will mean nothing to them. What is branding? Defining logo, brand identity, and brandbrand equity investopedia. Companies can create brand equity for their products by making them memorable, easily recognizable, and superior in quality 21 dec 2011 what does mean, how has the word's application changed first definition of is name given to a product or service this explains meaning word business marketing product, service, concept that publicly distinguished from although you do searching yourself, it common hire law firm 19 may 2016 according nielson's global new innovation survey, 59. Doesn't mean customers have any clue what you're talking about 5 oct 2015 the brand's purpose is not defined by you do for your. Googleusercontent search. If all you do is essentially rubber stamp your logo onto different things, really have it can be a way to talk about product or serviceunderstand what they mean and supply great service brand identity the business wants consumers perceive its. What is a brand, anyway? Forbes. What is brand? Definition from whatis. A negative gap between brand identity and image means a company is out of touch with market sentiment, which can who the trying to reach its products services? What does want perceive? . Merriam webster defines branding as the promoting of a product or service by definition process involved in creating unique name and image company counted campaign success when their most important things you can do is make sure to get correct brand name, term, design, symbol, other feature that distinguishes an organization however, term has been extended mean strategic personality for company, so 'brand' now suggests values promises example, nike's represents value 'just it' attitude will help encourage someone buy product, it directly then what does people say need your business? . 19 jun 2017 an individual brand means that each product of a company has an that if an individual brand flops, it does not hurt the other products. Does this company offer an exceptional product? Do they images mean to them, and how they're likely respond different brand 4 aug 2013 does a picture pop into your mind about company, such as its logo or colors? Or perhaps it is the company's approach customizing product. What does branding mean today? Wood street, inc what is branding? Definition and meaning businessdictionary the difference between marketing tronvig group. Branding is one of the most important aspects any business, large or small, retail b2b. What does brand mean? Small business bc. What is branding? And should small businesses care? . What does it take to define your brand experience? . Business the basics of branding entrepreneur article 77408 url? Q webcache. Brand equity refers to a value premium that company generates from product with recognizable name, when compared generic equivalent. An effective brand strategy gives you a major edge in increasingly competitive markets. Stephan the importance of brand appea
Views: 2 crazy sparky
10 Secrets Hidden Inside Famous Logos
See more at www.brilliantnews.com Branding nowadays is absolutely everywhere you look. We are constantly bombarded with so many icons and logos that we rarely stop to look further into them, but there are some very interesting and bizarre secrets hiding within these 10 famous logos! 1. Hyundai Bet you think the H logo is just the first letter of the South Korean car manufacturer Hyundai? Of course you do! But it actually represents two figures: the happy client shaking hands with the Hyundai salesman, cleverly projecting the subliminal message of a successful car purchase. 2. Apple It was Rob Janoff who was tasked with creating the apple logo back in 1977. Janoff bought a bag of apples and spent the week sketching them, trying to represent the perfect angle where the fruit couldn´t be mistaken for a cherry. This was when he added a bite mark and stumbled across the similarity between Bite and Byte. This was definitely a selling point for Steve Jobs. 3. Vaio The first two letters in the computer company's name symbolize a digital waveform and the io is designed to look like a 1 and a 0, representing binary and the mix of analog and digital. Also the melody that sounds on startup actually derives from the dialtone sounds on a telephone keypad on typing V-A-I-O 4. Amazon Always aiming to please, Amazon designed their logo to represent a smile, projecting a sense of satifaction in their brand. Not only that, but the arrow also starts at ´a´ and finishes at 'z' implying that the company stocks every product you could possibly desire. 5. Toyota T-o-y-o-t-a. All the letters of the companies name can be found within the logo. But what does it represent? You're thinking A big strong buffalo's head or a cowboy with a hat, right? Wrong! It actually represents a needle and thread! This Japanese car manufacturer actually began making weaving machines and keeps its logo to this day! 6. Continental Sometimes overlooked, the continental logo is simple and clever. The first two letters are designed to symbolize a car wheel. 7. Toblerone This awkward-to-eat chocolate treat doesn't just have a simple mountain in its logo. Toblerone is made in Bern, Switzerland, so it´s no surprise to see one of the Swiss alps in its logo. But it also hides a secret bear hidden in the mountain, as Bern is known as the city of bears and the bear symbol is heavily decorated throughout the city. 8. BMW The German motor company started out making airplanes in 1916 and many think that the checker pattern in its logo represents the spinning propellers of an airplane. But it is actually just the design of the Bavarian flag, the part of Germany where the company originated. 9. Domino's Pizza In 1960 College dropout Tom Monaghan borrowed $900 to by a tiny pizza placed called Dominic's. 5 years later he bought 2 more locations. The former owner refused Tom the permission to use his name in the franchise so Tom turned it into Domino's. The dice in the logo represent the first restaurant that he bought, followed by the next two, and he had planned on adding numbers on every new opening. That was before he realized how big the franchise would become. 10. Unilever Who is Unilever, right? It's actually a huge corporation which owns over 400 famous brands. You've only got to look on the back of any of these popular products to find their logo hiding there. (Axe, Lipton, Ben and Jerry's, Dove, Heartbrand, Hellman's) But that's not all, the actual unilever logo is made up of 25 smaller logos, each with a rich meaning. A strand of hair or an icecream representing various brands, to more obscure references, like this bee... Which of these logos surprised you the most? Comment Below!
Views: 14693603 Brilliant News
What is STORE BRAND? What does STORE BRAND mean? STORE BRAND meaning, definition & explanation
What is STORE BRAND? What does STORE BRAND mean? STORE BRAND meaning - STORE BRAND definition - STORE BRAND explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ Store brands are a line of products strategically branded by a retailer within a single brand identity. They bear a similarity to the concept of house brands, private label brands (PLBs) in the United States, own brands in the UK, and home brands in Australia and generic brands. They are distinct in that a store brand is managed solely by the retailer for sale in only a specific chain of store. The retailer will design the manufacturing, packaging and marketing of the goods in order to build on the relationship between the products and the store's customer base. Store-brand goods are generally cheaper than national-brand goods, because the retailer can optimize the production to suit consumer demand and reduce advertising costs. Goods sold under a store brand are subject to the same regulatory oversight as goods sold under a national brand. Consumer demand for store brands might be related to individual characteristics such as demographics and socioeconomic variables. A store brand is a way of relating to different customers. Different types of store brands can relate to a customer through the choice of branding and building a relationship with the consumer. Store brands can relate to a consumer through various characteristics such as different demographics. The store brand is the only brand in which the retailer has the full responsibility of control such as development, sourcing, warehousing, merchandising and marketing. Whereas retailers make different decisions about national brands and leave it up to the manufacturer. With a store brand it is more important for the retailer as it plays a more definite role in the achievement or failure of its own label. This information is based on data from 34 food categories at 106 major supermarket chains, which operate in the largest 50 retail markets in the U.S. (Dhar, S. K., & Hoch, S. J. 1997) Although national brands have long dominated the retail scene, retailers generally use their national brands to draw customers to their stores. Recently department stores, supermarkets, service stations, clothiers and chemists have started to increase more store brands. Studies show that consumers are buying more and more store brands and don’t plan on returning to national brands anytime soon. (Kotler et al. 2013) Store brands are generally cheaper than national brands, which, with consumers becoming more price-conscious and less brand conscious, has increased store brand sales. (Kotler st al. 2013) Some marketers have predicted that store brands will eventually knock out all the strongest national brands.( Kotler et al. 2013) Store brands have a tendency to generate higher margins than national brands. Store brands have previously been known as low-price and low quality brands, but now they are currently positioned as value brands and brands with the aim to have the quality equivalent to manufacturer brands, but with lower prices. Retailers in the USA and Europe have made huge investments to launch store brands with the main object of securing significant financial benefits. Retailers have developed store brands in almost every product category and their economic value is constantly increasing. Store image, store loyalty and store satisfaction have a positive impact on the acceptance of store brand extensions. Sometimes the retailer’s brand image depends on the images that the store brands set. Although the store brands have positive impacts on the retailers image. “Retailers can find a rationale for investing in their store brand range in order to differentiate themselves from their competitors.”( Kremer, F., & Viot, C. 2012). The retailers store brand image should relate to their own store brand and the price image of the store brand is positively related to the retailer price image. The relationship between store brand loyalty and store loyalty still remains unknown. Research suggests a non-monotonic relationship between store brand loyalty and store loyalty, positive up to a certain store brand loyalty level, after which it becomes negative. Current arguments recommend this relationship may relate to the competitive positioning of store brands, especially their price-quality positioning. .....
Views: 439 The Audiopedia
What is Branding?
A brand is much more than just a logo. It should connect with customers at every touch point!
Views: 7546 Brandconnect
What is BRAND EXTENSION? What does BRAND EXTENSION mean? BRAND EXTENSION meaning & explanation
What is BRAND EXTENSION? What does BRAND EXTENSION mean? BRAND EXTENSION meaning - BRAND EXTENSION definition - BRAND EXTENSION explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which was initially a record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such as Virgin Megastores. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. Launching a new product is not only time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brand equity. While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in the same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness associated with an existing product. Consumers are more likely to buy a new product that has a reputable brand name on it than buy a similar product from a competitor without a reputable brand name. Consumers receive a product from a brand they trust, and the company offering the product can increase its product portfolio and potentially gain a larger share in the market in which it competes. Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension. First, the "Complement" refers to consumers taking two product classes (extension and parent brand product) as complementary in satisfying their specific needs.
Views: 2834 The Audiopedia
What is VISUAL BRAND LANGUAGE? What does VISUAL BRAND LANGUAGE mean? VISUAL BRAND LANGUAGE meaning - VISUAL BRAND LANGUAGE definition - VISUAL BRAND LANGUAGE explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Visual brand language is the unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style. This "alphabet", properly designed, results in an emotional connection between the brand and the consumer. Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers. Successful Visual Brand Language creates a memorable experience for the consumer, encouraging repeat business and boosting the company's economic health. It is a long-term creative solution that can be leveraged by an executive team to showcase their brand's unique personality. For example, as shown, a Starbucks constant, main design ingredient was black and white icons. The icons represent elements of the "alphabet". Each year, the promotional campaigns would use the same icons but the color palette and the featured icons would change. Another distinguishing iconic design element is the BMW 'split grill' continually employed to represent the brand. While the grill size and design details evolve over time, the underlying idea is constant and memorable. The use of color is also a powerful associative element for consistent imagery, as exemplified by the comprehensive application of orange by The Home Depot across all its brand materials. The strategic pyramid is a four-staged hierarchal pyramid that serves as a guideline to establish or re-establish the visual brand language of a business. With the market being flooded with new products, services, and ideas each day, it is vital for businesses to stand out from the crowd. Every brand has a fundamental need to connect with their target market and audience. This pyramid serves as a reference system for designers and other individuals within the company to better understand and create the brand personality, product attributes, design principles, and signature elements of the brand design. Starbucks Coffee will be used as an example to help better illustrate this pyramid. Brand personality is understood as the human characteristics or traits that can be attributed to a brand. This is also known as brand identity. In 21st century business, it is important for a business to distinguish itself from its competitors through Emotional branding. By establishing a brand personality, businesses can form emotional bonds with their consumers which in turn establishes future behaviours of Brand loyalty. Brands have the ability "to fill a void, to take root, and to flourish." For example, from the very beginning, the brand mantra of Starbucks Coffee was to create a "rich, rewarding coffee experience." Starbucks demonstrates a "persona" that goes far beyond their functional benefits. By establishing desired traits of a brand, businesses can then take the next step of building strategies to successfully communicate their brand personality to consumers. Product attributes are meant to highlight and describe the uniqueness of a brand. This can be achieved through a variety of ways, however it must build upon an established brand personality as previously mentioned. Product attributes are the traits that distinguish a brand against its competitors. Starbucks has successfully established its brand personality through its customers who have described Starbucks synonymous to, "comfort, quality, and community." Starbucks coffee has achieved the attributes of their brand by understanding that their coffee was not the only key driver to their success. They focused on creating a comfortable atmosphere within the store known as the "Starbucks Experience," where both employee and customer come in for more than just coffee. Product attributes are meant to "deliver new ideas to existing products and services."
Views: 171 The Audiopedia
Apple - Perspective
Here's to those who have always seen things differently. http://www.apple.com/?cid=www-us-yt-per
Views: 3287036 Apple
What is CMF DESIGN? What does CMF DESIGN mean? CMF DESIGN meaning, definition & explanation
What is CMF DESIGN? What does CMF DESIGN mean? CMF DESIGN meaning - CMF DESIGN definition - CMF DESIGN explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Color, Materials, Finish (CMF) is an area of industrial design that focuses on the chromatic, tactile and decorative identity of products and environments. CMF design uses metadesign logic, the simultaneous planning of the identity of entire ranges of products for a given brand. This makes it possible, for example, to adopt a single color matrix, instead of using a series of separate and different color cards for each line of products, as previously done. A contribution to the development of this approach to design was the impetus provided by the proliferation in the 1980s of complete ranges of new systemic products. Brand products are often thought up by different designers who through the use of ad-hoc CMF design manuals can work together to ensure a unique but coordinated identity for the products. This working process is advantageous in terms of the choice of color base for systemic products that are either of heterogeneous origin or are considered OEM products. The latter, even if characterized by different forms, can be connoted with the base colors or materials that are representative of the brand due to CMF design. Since CMF design manuals and the color matrix have a prescriptive role, the designers who create them are rarely involved in the applicative distribution either of colors, materials or finishes of individual products.
Views: 734 The Audiopedia
🔴 What Does it Mean To Be a Self Taught Graphic Designer? The Futur Live w/ Ben Burns & Chris Do
Are you a self taught designer but feel stuck? Do you need to go to design school? Ben Burns & Chris Do go live and share their stories about their respective design educations. Is this the beginning of a new curriculum we are designing? Webster defines "self-taught" as has having acquired the skill through one's own initiative rather than formal instruction. Ben Burns went to USC (University of South Carolina) and Chris Do went to Art Center College of Design, Pasadena. Say it with me guys, "Tools don't matter. Degrees don't matter. Resumes don't matter. Schools don't matter." What matters, is talent, hustle, and action. The tool doesn't make the artist. The artist makes the tool. Professionals can use any tool and make beautiful works of art. Annotations --- 02:48 You are unique: your skills, mindset, and experiences are different from everyone else 05:59 What does it mean to be Self-taught? 09:00 How much time have you invested in your education? 11:00 Hustle vs. Grind 12:31 Why are knowing the rules and terminology of your craft important? 19:40 To must first learn the rules to break them. 21:40 Q: What books do you recommend about design terminology? 23:45 Ben Burns shares his difficulties learning design 27:05 Why stretched typography looks terrible 28:43 Q: Any suggestions on justifying being a self-taught designer to clients? 31:08 You don't make clients pay for my education - learn off-hours 32:37 Q: What happened to Jose? 33:34 Can you really qualify yourself as self-taught? 35:06 Q: Will people not take me seriously if I'm not using Adobe Creative Suite? 40:38 List of design school classes 49:00 Curate Your Education: Find the online equivalent of a design school curriculum 50:58 Q: What to do if you don't know how to draw and classes aren't helping? 51:38 Design Meetups can help you with two-way feedback and mentorship 52:34 Trace from a master, not from an amateur 54:22 Q: Is essential to graphic design? 55:27 Education is the one thing that people can't take away from you. 58:00 Learning Typography is the secret to great design 1:00:30 Typography versus lettering 1:02:10 Q: How did you speed up your learning process and become comfortable as a designer? 1:03:55 Q: I have overextended my time, what should I do? 1:04:21 Q: How did you structure your learning curriculum as a self-taught designer? 1:05:11 Q: How long did it take to get a design job out of design school? 1:07:26 Q: How do I convince my parents that I don't need a degree to work in this field? 1:08:06 Q: If design schools were free to attend, would that change your opinion on their value? 1:09:57 The students make/break the school, not the other way around. 1:12:28 Chris shares how he rediscovered his passion for design 1:16:09 People around you can often see things inside you, that you are blind to 1:17:38 Life-changing moment: I will do whatever I need to do to make this happen. 1:18:56 Never Settle: You set the level/quality of your education 1:20:38 Q: After getting my bachelor's degree in design, where should I do next? 1:22:20 Be Unstoppable: Analyze what your day 1:22:49 Who are you competing with? - Roland Young (Slay the master) Media Drop -- Proko: https://www.youtube.com/user/ProkoTV Steve Houston master class: http://www.newmastersacademy.org/an-introduction-to-art-01/ Roland Young is God video on Vimeo: https://vimeo.com/11516546 Seb Lester https://www.instagram.com/seblester/ Nils Lindstrom http://nilslindstrom.com Get the typography manual here: 📕 https://www.thefutur.com/design-students-build-first-portfolio-get-first-design-job/ Book Drop -- Doyald Young "Dangerous Curves" http://amzn.to/2pF6kzb Stop Stealing Sheep & Find Out How Type Works 📕 http://amzn.to/2pvpSVx _ Listen to the Futur podcast on iTunes: 🎙 https://itunes.apple.com/us/podcast/the-futur/id1209219220?mt=2 Android Stitcher: http://www.stitcher.com/podcast/aaron/the-futur Google Play: https://play.google.com/music/listen?u=0#/ps/Itg3hr5bs4a54w73o2toxcr4vhe 🔹 HOW TO SUPPORT THE FUTUR: Purchase a Kit:https://www.thefutur.com/shop/ subscribe to the secret and private Master mind group on FB with bi-weekly webinars & exclusive videos not released anywhere else. 🔹 Music on the show from Art-list.io http://goo.gl/22VpQi 🔹 Use our Amazon Affiliate Link: http://astore.amazon.com/chrisdo-20 Buy useful design tools from Creative Market: https://creativemarket.com/?u=ChrisDo _ Connect with us online: 🔔 http://thefutur.com https://www.facebook.com/theFuturisHere/ https://twitter.com/thefuturishere Need brand strategy help? Visit Blind LA’s WEBSITE: http://blind.com Connect with Chris Do: https://twitter.com/theChrisDo Twitter https://www.facebook.com/BizOfDesign https://www.instagram.com/thechrisdo Credits: Executive Producer– Chris Do Host– Chris Do & Ben Burns Social Media Manager – Cheryl Stevens Annotations– Isaiah Nwukor SEO— Jacob Campbell Typefaces: Futura, Din Futur theme song— Adam Sanborne
Views: 25268 The Futur
What is ASPIRATIONAL BRAND? What does ASPIRATIONAL BRAND mean? ASPIRATIONAL BRAND meaning - ASPIRATIONAL BRAND definition - ASPIRATIONAL BRAND explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. In consumer marketing, an aspirational brand (or product) means a large segment of its exposure audience wishes to own it, but for economic reasons cannot. An aspirational product implies certain positive characteristics to the user, but the supply appears limited due to limited production quantities. An important characteristic of an aspirational product is that the part of its exposure audience that is at present economically unable to purchase it, thinks of itself as having a fair probability of at a certain point in the future being able to do so. This part of the exposure audience is referred to as the aspirational audience, whereas the part of the exposure audience that already can afford the product is called the consumption audience. Consumption audience and aspirational audience together form the aspirational product's target audience, which typically represents 30%-60% of the exposure audience Weak aspirational brands have target audiences that are almost as large as their exposure audiences (e.g. mp3 player brands), and are therefore slowly becoming commodity brands, e.g. brands with consumption audiences that coincide with the exposure audience (and therefore, brands without an aspiring audience). As a general rule, an aspirational brand and its products can command a price premium in the marketplace over a commodity brand. This ability can to a large extent be explained by the consumer's need for invidious consumption for which he is willing to pay a premium. The smaller the size of the product's target audience compared to the exposure audience, the more the product satisfies this need, and the higher the premium that such a consumer is prepared to pay. The larger the ratio of aspirational to consumption consumers in the target audience, the higher the brand's premium, e.g. Maybach cars. To keep the premium level of a brand high, the consumption portion of the audience should not exceed 30% of the aspirational audience.
Views: 421 The Audiopedia
What does the term "Interior Branding" mean?
James explains the term "interior branding."
Views: 85 Kuster
What is BRAND LANGUAGE? What does BRAND LANGUAGE mean? BRAND LANGUAGE meaning & explanation
What is BRAND LANGUAGE? What does BRAND LANGUAGE mean? BRAND LANGUAGE meaning - BRAND LANGUAGE definition - explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products. Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. When developing a brand language word choice and tone are the two fundamental components. Word choice is the vocabulary that is used in the marketing or advertising, while tone refers to the attitude of the advertisement. Tone is not limited to language, it can also be incorporated through visual elements as well as delivery. Brand language is a part of verbal brand identity, includes naming of both corporation and the products they sell as well as taglines, voice, and tone. Another benefit of developing a brand language is the ability for a corporation or product to be recognizable across international borders, while other advertising codes can be misinterpreted, words can be translated to ensure brand unity. As a part of the advertising world brand language's primary function is to identify a company or product and also differentiate that company/product from competitors. The language is used to get the attention of the consumer and then to relay information about what is being advertised. It is also used to ensure that when people communicate about the product there are fewer misunderstandings and more clarity about purpose and the role that this commodity wants to play in the lives of the consumer. The brand language can also be associated with competing for investors, recruiting talent, or acquiring business partners. Brand language is also often used internally within a company. For motivational and leadership situations, branding language helps to promote the brand values and is treated as a commodity alongside the actual products and/or company. When positive words become strongly associated with particular brands, these words can become assets—to the point that competing brands may find the words difficult to use. For example, in his book Brand Sense (Kogan Page, 2005) Martin Lindstrom quotes extensive word association research carried out by Millward Brown demonstrating the strong link between the words “magic” and “kingdom” and Disney. Disney appears to have made a successful investment in “owning” these words. Lindstrom’s studies found that Disney has the highest number of words that are associated with one specific brand (among brands that were surveyed). Along with “magic” and “kingdom” Disney has been shown to have branded the words: “dreams,” “creativity,” “fantasy,” “smiles” and “generation”. The study that he conducted asked people to associate those words with a brand and over 80% of people asked said that they thought of Disney. Part of the reason that Disney has been so successful is that they are able to seamlessly integrate traditional and new media markets in a way that allows them to reach large audiences with a stable continuous message. Other campaigns that have powerful brand language recognition are Kellogg’s and Gillette. Part of the idea with branded language is to go beyond just a slogan and to imbue ordinary words with the idea or essence of a particular brand. With Kellogg’s the word that is associated with them is “crunch”. With Gillette the word that consumers see as synonymous with the brand is “masculine.” In this case the word masculine also conjures socially constructed ideologies, which helps the brand become a more stable construction in the mind of consumers. The disadvantage of very strong brand language associations is that they may prove a hindrance if a brand wishes to position itself differently. With the expansion of social media, there is a new market for advertising and the use of branding language. Social media allows for companies to move beyond the more traditional forms of advertising and into a new arena. However, it is important that the language of the advertising remain consistent throughout a campaign no matter what the platform. Different social media sites offer various audiences and come with particular and differing platforms. Using the right language and jargon is important so that companies seem engaged and are able to spread their message to multiple audiences.
Views: 172 The Audiopedia
Brand Attributes Definition - What Does Brand Attributes Mean?
Go to http://www.corporatevocabulary.com for the complete lesson on Brand Attributes and a full course to give you the vocabulary and communication skills of a six-figure earner. In this video we teach you the definition of Brand Attributes.
Views: 1477 ereflect
Brand Building — Use This Rebranding Tool Secret
#brandbuilding #branding One Minute Wednesdays is the weekly video series that covers branding, rebranding, marketing, leadership and brand strategies for entrepreneurs around the world. This Episode 38 of One Minute Wednesday covers Brand Building, Initiating a Movement, and Starting a Revolution. Each is those is AN ACT OF DEFIANCE which I discuss on https://www.risingabovethenoise.com/7-defiant-steps-for-true-brand-building/ Realize each of these is a definite cousin of the same gene pool. — As an award-winning veteran (recipient of over 330 international industry recognitions) in branding, rebrands, design and brand strategy, I have designed and transformed global brands, regional and local brands, and brands for startups and even cities. 📙 Brand Intervention Book (please review) http://a.co/d/dr1RLvS 📌Rising Above The Noise https://www.RisingAboveTheNoise.com 📌The #1 article on Google for How to Rebrand: https://www.risingabovethenoise.com/how-to-rebrand-19-questions-ask-before-you-start/ @DavidBrier (Twitter/IG) Subscribe to our YouTube channel (turn on notifications): https://www.youtube.com/user/headmusik Want the best book written on branding and rebranding covering Strategy, Sales & Marketing, Social Media and The Business of Branding with a Foreword by Shark Tank's Daymond John: https://www.brandinterventionbook.com/buy-brand-intervention — Visit our website: https://www.RisingAboveTheNoise.com FREE eBook on Branding: https://www.risingabovethenoise.com/download/the-lucky-brand-ebook-from-david-brier/ — Alexa Skill #1 for Branding and Rebranding: 🎙 https://amzn.to/2ydjuM0
Views: 239 David Brier
What is DESIGN MANAGEMENT? What does DESIGN MANAGEMENT mean? DESIGN MANAGEMENT meaning - DESIGN MANAGEMENT definition - DESIGN MANAGEMENT explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Design management is a business discipline that uses project management, design, strategy, and supply chain techniques to control a creative process, support a culture of creativity, and build a structure and organization for design. The objective of design management is to develop and maintain a business environment in which an organization can achieve its strategic and mission goals through design, and by establishing and managing an efficient and effective system. Design management is a comprehensive activity at all levels of business (operational to strategic), from the discovery phase to the execution phase. "Simply put, design management is the business side of design. Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success." The discipline of design management overlaps with marketing management, operations management, and strategic management Traditionally, design management was seen as limited to the management of design projects, but over time, it evolved to include other aspects of an organization at the functional and strategic level. A more recent debate concerns the integration of design thinking into strategic management as a cross-disciplinary and human-centered approach to management. This paradigm also focuses on a collaborative and iterative style of work and an abductive mode of inference, compared to practices associated with the more traditional management paradigm. Over recent years, design has become a strategic asset in brand equity, differentiation, and product quality for many companies. More and more organizations apply design management to improve design-relevant activities and to better connect design with corporate strategy.
Views: 6568 The Audiopedia
What is CULT BRAND? What does CULT BRAND mean? CULT BRAND meaning, definition & explanation
What is CULT BRAND? What does CULT BRAND mean? CULT BRAND meaning - CULT BRAND definition - CULT BRAND explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ A Cult brand is a product or service with a committed customer base. The attainment of such true believers or ‘near fanatical’ customers is made possible because cult brands sell more than a product, they sell a lifestyle. Cult brands fundamentally create an entirely new universe revolving around its products and places the customers in the very center of their world. Two words appropriately associated with a cult brand are ‘love’ and ‘madness’; The very phrase used to describe cult branding by Melanie Wells in 2001: With the association of the words ‘love and madness’ simply describing the devout followers of a brand or otherwise in this scenario a ‘cult brand’. A cult brand is a brand with an extreme loyal customer-base in which the consumers visualise the brand as something more than just a product, but also as a life style where the brand becomes a piece of their everyday lives. Better stated, cult-brands sell an image as opposed to a product. People with a loyal following to these brands are drawn to such an idea through the desire of wanting to belong. These brands create a community in which certain psychological needs are met, where people who share similar interests are able to coincide with one-another (Melanie Wells, 2001). An example of a cult follower can be found within the doughnut business otherwise known as ‘Krispy Kreme’. Krispy Kreme’s example of a devout following stems from their lack of advertising. The company spends less than 1% of their total revenue (as of the year 2001) on advertising yet through the years 1997 and 2001, Krispy Kreme more than doubled their sales. This happened due to the nature of the process in which a cult brand gains momentum from its followers. Through developing a small customer base of fanatic followers, the company is graced with positive reviews via ‘word-of-mouth’ in which fanatical followers are able to convert other consumers into ‘brand cultists’ to turn an underground brand into a house-hold name. A Brand is a name, symbol, logo, et al. that is identifiable to a single product or organization.
Views: 259 The Audiopedia
Branding and The Attack on the Consumer
http://www.risingabovethenoise.com Posted by brand identity specialist, David Brier. Filmed in Defy-O-Vision, this is the 2nd in our branding series on consumers and their needs. Customers are the lifeblood of any and every business, from Trump to Apple and everything in between. This answers the question, "Who wants to be a millionaire?" and what this means to your business. entrepreneurship graphics how to brand vlog graphic design
Views: 673 David Brier
GRAPHIC DESIGN MAJOR & CAREER | Life as a Graphic Designer!
‣ EVERYTHING YOU NEED TO KNOW ABOUT GRAPHIC DESIGN! ‣ Latest Vlog https://youtu.be/gx9QNgVQktg How I Curled My Hair https://youtu.be/yfJ3euCr4Ow ___________________________________ S O C I A L Instagram ‣ http://instagram.com/jasminerossol Twitter ‣ http://twitter.com/jasminerossol Spotify ‣ https://open.spotify.com/user/122317476 Poshmark Shop ‣ http://bit.ly/1T7Vpss Facebook ‣ fb.me/JasmineRossol Tumblr ‣ http://jasminerossol.tumblr.com B l o g ‣ http://lifeasjasmine.com M E N T I O N E D Inspiration ‣ ‣ http://behance.net ‣ http://thedieline.com ‣ http://dribbble.com Lettering Tools ‣ Paint Pen ‣ http://amzn.to/2kZqPTY Pens ‣ http://amzn.to/2kWtH4R Tutorial ‣ https://youtu.be/tfA38HuSdj0 C O U P O N S You get a discount, I get a discount! 😎 ‣ $10 off EyeBuyDirect ‣ IFF4DZJ4ES 🍍 ‣ $15 off FabFitFun Box ‣ http://xo.fff.me/e6m-k 🚙 ‣ $20 off first Lyft ‣ JASMINE217554 ✈️ ‣ $20 off Away Luggages ‣ http://fbuy.me/k7Zdw M A I L Send me letters to my public address! PO Box 18151 · Irvine, CA 92623 ___________________________________ E Q U I P M E N T Camera ‣ Panasonic GH4 LCD Monitor ‣ http://amzn.to/2llh16t Editing ‣ Adobe Premiere Pro CC Font ‣ My handwriting on Procreate Disclaimer ‣ PLEASE DO NOT BUY OR ASK YOUR PARENTS FOR THESE if you’re just starting out on YouTube. It’s not what you buy, it’s what you do with what you already have. All it takes is good lighting and simple editing, please save yourself the money. Check out this beautiful video by Saresque that was shot on just an iPhone (https://youtu.be/3XWXvLIf3yo) | Amazing Cheap Camera ‣ http://amzn.to/2lAcs99 | Amazing Blurry Background Lens ‣ http://amzn.to/2lXHokH | Free Editing Software ‣ iMovie ___________________________________ M U S I C Broke For Free ‣ license http://creativecommons.org/licenses/b... Disclaimer ‣ If you choose to copy the music I've carefully curated for my channel branding to use in your own video, PLEASE GIVE THE ARTISTS CREDIT. If you're an artist who makes similar *instrumental* music and would like me to feature your songs in my videos, feel free to email me at [email protected] ___________________________________ F T C ‣ Not sponsored ___________________________________ Have an amazing week! Love, Jasmine
Views: 477111 Jasmine Rossol
What Does Colour Mean Within Logo Design? 6 COLOURS EXPLAINED
What does colour mean within logo design, but also graphic design in general? Today we are going to be looking at the importance of colour in logo design in this graphic design tips video. Colour choice for a logo design is very important and you will see why in today's upload. We explore 6 different colours and what they refer to and what meaning they may have within logo design. Check out my portfolio website here, and feel free to get in touch about any queries or propositions http://www.satorigraphics.net/ ☞☞☞ ✪ Do you want a Wacom Tablet that doesn't break your bank, check out this Wacom Intuos Photo Pen and Touch Graphics Tablet over on Amazon http://amzn.to/2imKtec To skip the intro move to 0:48 We will be looking at these colours in relation to logo design: ▶ Red 1:55 ▶ Pink 2:58 ▶ Purple 3:41 ▶ Blue 4:21 ▶ Green 5:08 ▶ Orange 5:50 It is something that is often overlooked within logo design and graphic design in general, it is how important the colour choice is for a logo or brand design. You will see in this what does colour mean within graphic design video just how important the colour choice can be. I am not just referring to if it looks good or not, colours have a very deep and profound affect on our moods, choices and influences. This is a crucial tool that any brand agency or graphic designer cannot afford to forget about or overlook. e look at 6 colours that I feel are the most important colours to make a video about on the subject. Colour choice is important in all areas of graphic design, but within logo design I would suggest that it is most important to get right. Did you find my graphic design tips video on the importance of colour choice in logo design helpful? If so then let me know in the comments section and drop a like on this video, as well as sharing it so that someone else can view it. Any ideas for future videos?? Comment in the comment section and I will look into it. Intro music by Joakim Karud https://soundcloud.com/joakimkarud/va Shine by Joakim Karud, check his music out here https://soundcloud.com/joakimkarud/va Here is my speed art time lapse video playlist https://www.youtube.com/playlist?list=PL-c9Rq56P4KmnuZZ4CGYzBu3y2yUCV3ko Check out this typography digital time lapse video https://youtu.be/qqi5O-5AaNk My most recent graphic design tutorial: https://www.youtube.com/watch?v=Fq8Uat1y4l8&list=PL-c9Rq56P4KkyQ_XUQyDiWHgp8LreqBNY Check out my most recent speed art video here: https://www.youtube.com/watch?v=R4rgVxaJBLk&list=PL-c9Rq56P4Kk_mFXmYGe87HJogO-ouU5G ***************** SOCIAL NETWORKS ***************** ▶ TWITTER: https://twitter.com/satorigraphic2k ▶ INSTAGRAM: https://www.instagram.com/satori_graphics/ ▶ PINTEREST: https://uk.pinterest.com/satorigraphics/ ▶ Copyright The work is protected by copyright. This is applied to the video recording of itself as well as all artistic aspects including special protection on the final outcome. Legal steps will have to be taken if copyright is breeched. Music is used from the YouTube audio library and thus copyright free music. Please help me out by commenting, and subscribing it really really helps me out a lot! https://youtu.be/7-kM6pox0OM #graphicdesign #satorigraphics
Views: 1747 Satori Graphics
Branding Basics
Branding fundamentals. More free marketing resources for students & instructors at http://howtomarketing.us
Views: 787 Steven Van Hook
Marketing Plans : What Is Brand Marketing?
Brand marketing is the culmination of all the businesses efforts, not just the logo of the product or service. Learn more about brand marketing with tips from a marketing professional in this free video about creating a marketing plan. Expert: Peggy Morgan Collins Contact: www.powercurvecommunications.com Bio: Peggy Collins is a marketing executive with more than two decades in the media. Filmmaker: Christopher Rokosz
Views: 15695 eHow
Brand Matters: What does it mean for a brand to be human?
In this episode of Brand Matters, we speak to Liana Dinghile, group strategy director, EMEA, about why it is so important for brands to embrace humanity, and how it helps them connect all the more. For more insights that inspire, check out our blog: http://www.siegelgale.com/views Siegel+Gale is a global strategic branding firm based in New York, Los Angeles, San Francisco, London, Dubai, and Beijing: http://www.siegelgale.com
Views: 3133 Siegel Gale
What is WORDMARK? What does WORDMARK mean? WORDMARK meaning, definition & explanation
What is WORDMARK? What does WORDMARK mean? WORDMARK meaning - WORDMARK definition - WORDMARK explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ A wordmark, word mark or logotype is usually a distinct text-only typographic treatment of the name of a company, institution, or product name used for purposes of identification and branding. Examples can be found in the graphic identities of the Government of Canada, FedEx, Microsoft, and Wikipedia. The organization name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product. In the United States and European Union, a wordmark may be registered, making it a protected intellectual property. In the United States, the term wordmark may refer not only to the graphical representation, but the text itself may be a type of trademark. The wordmark is one of several different types of logos, and is among the most common. It has the benefit of containing the brand name of the company (i.e. the Coca-Cola logo) as opposed to the brand mark used by Apple.
Views: 512 The Audiopedia

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