07 - Brand Identity

apple
Brand,
identity
and design
Brands are much more than logos
What is a brand ?
A traditional scenario of market
Company A Product / services

Consumer
Company B
Company C
In a traditional market scenario, the company is catering to the

consumer.
The number of competitors are small.
In these markets the companies can come with advanced
technologies and other strategies to capture more market share.
(The size and power of the players is important.)
What is a brand ?
Company A
Product / services
Company B Consumer
Company C
In complex markets, the differences between companies are not

much.
The companies can not differentiate much themselves from others
on the basis of quality and technology etc. factors as all the
companies are competent enough.
This scenario explains the need for the differentiation for the
companies.
What is a brand ?
Branding is an effort to give a unique identity to the company’s

products and create emotional associations with consumers.
It is a form of marketing.
A brand is a set of associations that are linked to a product range,

a division, or company.
These associations reside in the memory of customers.
These associations help customers understand
what the brand or company is,
why it is potentially relevant to them,
how it is different or similar to other products made by the
company,
and how it is similar or different from competitor’s
products.
What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.
Brand
Marketing
Company Consumer
Design
What is a brand ?
What a brand means to common

person ?
In 'blind' taste tests, people prefer
the taste of Pepsi over the taste of
Coke. However, if the test is not
'blind' and the tasters know which
beverage is which, they prefer the
taste of Coke over Pepsi! That is
the emotional power of a brand.
The Coca-Cola brand has the power
to actually change an individual's
taste!
Coca-cola is the no.1 brand in the

world.
The first shape that was registered is
the coca cola bottle.
What is a brand ?
(1) Products and services have become so alike that they fail to
distinguish themselves by their quality, efficacy, reliability, assurance
and care. Brands add emotion and trust to these products and services,
thus providing clues that simplify consumers’ choice.
(2) These added emotions and trust help create a relationship between
brands and consumers, which ensures consumers’ loyalty to the brands.
(3) Brands create aspirational lifestyles based on these consumer
relationships. Associating oneself with a brand transfers these lifestyles
onto consumers.
(4) The branded lifestyles extol values over and above the brands’
product or service category that allow the brands to be extended into
other product and service categories. Thus saving companies the
trouble and costs of developing new brands, while entering new
lucrative markets.
(5) The combination of emotions, relationships, lifestyles and values
allows brand owners to charge a price premium for their products and
services, which otherwise are barely distinguishable from generics.
Integrity of Brand
Product Packaging
Websites
logo
Company
Product A
Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed
by everything people see, hear, touch, taste or smell about your
business.
Xybernaut
Xybernaut, founded in
1990, is the leader in
wearable and mobile
computing solutions. The
company developed a new
class of products - fully
functional, Wintel-based
computers that take the
place of a host of
computing and
communication devices
A brand has to give a unique identity from each medium.

The product
The packaging
Website graphics
Etc should have a single visual language.
Sony
* Aesthetics – integrated family

look. All products bear some
common elements.
* Style of use – interface design
– unique way of operating a
product.
* Some functions special to the
brand
The Sony Vaio series – one voice by Sony

Company / Service People
BRAND The market
A traditional market scenario is in market a company or service is catering to consumers
After there are plenty of players who are competing against each other, the market becomes complex
At this time companies start fighting against each other to capture a large market share with lot of
Efforts in various fields.
Like using advanced technology, giving quality products etc.
This all is possible when there is a lot of variation in sizes of the companies
But when all the companies are quite competitive this difference doest work.
Here advertising and branding comes as a major player.
Brand is associations of things in people’s mind.

Manufacturing
And organizing
Company
Marketing Design
Brand
Customer
Brand
Aesthetics –integrated family look

Style of use
Style of design ??
Some functions Design features
Interface design
May be a unique way to operate mobile phone
Points
What is brand?
Why is it necessary?
What makes a brand?
What are the efforts

And a lot of examples
of each and every type of branding
Form
Materials
Company strategies
Product
Service ?? Product Packaging
Website
Company
Product A
Product B
Advertisements
Integrated image and promise form the company
Product Packaging Website
Advertisements
Company
Product A
Product B Advertisements

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apple

A traditional scenario of market

Company A Product / services

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

In complex markets, the differences between companies are not

Branding is an effort to give a unique identity to the company’s

A brand is a set of associations that are linked to a product range,

What a brand means to common

Coca-cola is the no.1 brand in the

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

* Aesthetics – integrated family

The Sony Vaio series – one voice by Sony

Here advertising and branding comes as a major player.

Brand is associations of things in people’s mind.

Aesthetics –integrated family look

What are the efforts

Product Packaging Website

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