Brand Design Proposition.

José Carlos Ferreyra.

Marketing expert.
• The idea of this exercise is to create a branding line for a new company that will sell
lamps, carpets and other house decoration elements, so far known as Gabs Design
Elements (GDE).

• This brand proposition will be used by Irina Gabriela Nita (Gabs) to aid the development
of a store in a high luxury mall to sell design elements made by her own, or re-selled,
based on a specific target.

• Which target? In order to target the most profitable population segment in Bucuresti, we
will design a brand positioning, based on her personal perceptual values, that will help
communicate better with a specific segment of clients that visit a mall.

• The methodology used in this document is refered to as the «Perceived Values Experience
Methodology»

• Special thanks to Ruxandra Calin, Mirea Alina, Costache Valentin, Teodora Petcu, Rosu
Simona, Fallen Alin and Zal Ana for their input on the market research to gather ideas
from the Gabs’ perceived values on which this branding proposition was based on.
 … it doesn’t matter
what you sell. Just
choose the right words
for each buyer …
° Animal
What emotions does she
make you feel?

° Color
What taste u keep in
your mind?

° Superhero
What social values you
see in her?
 Most refered elements:
• Cat.
• Lion.
• Panther (black panther).
• Frog.

Most refered emotions:

° Animal • Courage.
• Spoilesness.
What emotions does she • Tenderness.
make you feel? • Pride.
• Grace.
• Power.
• Protector.
• Sensitivity.
• Warrior.
• Needed of attention & affection.
• Free to explore.
• Curious.
• Smart.
• Strong.
• Ambitious.
• Beautiful.
• The cat:
• Cat universal symbolism values: Cats are unexpressive. Misterious. Selective.
Independent, and the best company in the afterworld (guide to the world of
death).

• The lion:
• Lion universal symbolism values: Nobility. Strength. Courageous. Lazyness.

• The black panther:

• Universal symbol of the mother. Associated with strength.

• The frog:
• Symbolisms associated: Fertility. Water. Abundance.

• Source: Dictionary of symbols, Carl. D. Liungman.

 Most refered elements:
• Yellow.
• Green.
• Black.
° Color • Red.
What Taste you Keep in
your Mind? Most refered emotions:
• Self-confidence.
• Positive energy.
• Mistery of life.
• Passioned.
• Energized.
• Elegant.
• Yellow:
• Yellow is a very complex color. It is both universal symbols of good and bad values.
• In a good sense, it’s the emblem of the sun, beneficence, marriage, fruitfulness, and faith (thus Saint Joseph
and Saint Peter are clothed in yellow).
• In its bad sense it indicates jealousy and deceit. Judas was represented in a dingy yellow, with few
exceptions, when a dirty brown was used; but so rarely was the ugly yellow omitted from pictures of the
traitor, it came to be called "Judas color."

• Green:
• Universal symbolisms: Spring. Hope. Victory. Fertility.

• Black:
• Associated with mourning and elegance. As defined by the negation of color, it contains all types of colors
within, so it is associated with dogmas, mystery, and the hidden.

• Red:
• Universal symbol of love (passionately speaking) and blood.
• When combined with black, it associates both purgatory and devil.

• Source: Dictionary of symbols, Carl. D. Liungman.

 • Yellow.
• Cat. • People associated with Yellow are:
• People associated to Cats are: • Good and bad at the same time.
• Mysterious. • Mysterious.
• Independent. • Marriage.
• Leaders. • Faith.
• Lion. • Green.
• People associated to Lions are: • People associated with Green are:
• Strong. • Spring.
• Courageous. • Hope.
• Lazy. • Victory.
• Noble. • Fertility.
• Black panther. • Black.
• People associated to Black panthers are: • People associated with Black are:
• Mother. • Dogmas.
• Strong. • Elegancy.
• Fighter. • Mystery.
• Frog. • Hidden.
• People associated with frogs are: • Red.
• Fertile. • People associated with Red are:
• Abundant. • Love.
• Passion.
• Blood.
 • Yellow.
• Cat. • People associated with Yellow are:
• People associated to Cats are: • Good and bad at the same time.
• Mysterious. • Mysterious.
• Independent. • Marriage.
• Leaders. • Faith.
• Lion. • Green.
• People associated to Lions are: • People associated with Green are:
• Strong. • Spring.
• Courageous. • Hope.
• Lazy. • Victory.
• Noble. • Fertility.
• Black panther. • Black.
• People associated to Black panthers are: • People associated with Black are:
• Mother. • Dogmas.
• Strong. • Elegancy.
• Fighter. • Mystery.
• Frog. • Hidden.
• People associated with frogs are: • Red.
• Fertile. • People associated with Red are:
• Abundant. • Love.
• Passion.
• Blood.
• Misterious – Good and bad at the same
time.
• Mysterious – hidden.
• Leadership – hope.
• Courageous – victory.
• Lazy – spring.
• Noble – elegant.
• Mother – marriage.
• Mother – fertility.
• Mother – love.
• Strong – victory.
• Strong – blood.
• Fighter – victory.
• Fighter – blood.
• Fertile – marriage.
 Most refered
elements:
• Supergirl.
° Superhero
Most refered
What social values you
see in her? emotions:
• Fighter.
• Fight for change.
• Fighter of freedom
of speech.
• Bad.
• Wants to beat them
all.
• Need to approach to her
in 1st person (you).

• Send her messages about

freedom of speech.

• Make her believe that

things can change to her
benefit.

• Use the power of

marketing: made her
believe that if she buys
your products, she will find
the faith she needs to
keep her fight going on.
… Give your buyer the
chance to believe …
Understand her for
granted … It’s you,
Gabs; Your friends said
so