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BRAND DESIGN
consumers
Niall Fitzgerald-CEO Unilever
15/11/2010 1
What is a brand?
15/11/2010 2
Brands
Products
Companies
Services
NGOs
15/11/2010 3
Important concepts
Brand awareness
Brand recognition
Brand recall
Brand personality
Brand identity
Brand associations
Brand commitment
Brand positioning Brand equity
Brand strategy
Brand management
Rebranding
Cobranding
15/11/2010 4
Brands are influenced by customers.
15/11/2010 5
Steps in creating and
managing a brand
1. Develop a clear platform
2. Develop an apropriate achitecture
3. Develop a consistent identity
4. Internal communication
5. External communication
6. Measuring
15/11/2010 6
Brands are influenced by
environment pricing users
sponsorship service
promotions name
Total impression
history packaging
of brand
staff advertising
company reputation PR
direct mail
15/11/2010 7
Developing a clear platform
1. Vision (viziune)
2. Mission statement (declaraţie)
3. Values (valori)
15/11/2010 8
Examples
15/11/2010 9
Brand Platform
Brand Vision,
Mission and Values
Brand personality,
tone of voice
Brand positioning,
brand distinctiveness
in people’s minds
and in the market place
Brand manifestation
and area of competence,
physical and
service representation
Brand communication,
internal and external
Bringing brand to life
for all audiences
15/11/2010 10
Developing brand
architectures
Corporate Brand
Masterbrand and descriptor
Sub-brand
15/11/2010 11
A brand architecture
• Creates bonds between all the
brands of a company
• Represents a sort of map for the
customers
• Facilitate the development of new
producs and brand lines
• Is a must have for the companies
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Typologies
Monolithic architecture
Ex. BMW
BMW
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Typologies
Endorsed architecture
Ex. L’Oreal
L’Oreal
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Typologies
Freestanding architecture
Ex. Procter & Gamble
P&G
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Typologies
Hybrid model
Nokia
Vertu
15/11/2010 16
Creating brand identity
15/11/2010 17
Internal communication
15/11/2010 18
Brand strategy and management
Name
Logo
External communication
Collateral Enviroments
15/11/2010 19
External communication
15/11/2010 20
Brand experience
Experience
Purchase Attitudes
15/11/2010 21
Evaluation
very week weak below average above average strong very strong
Differentiation
Relevance
Credibility
Extensibillity
Leadership
Consistency
Clarity
15/11/2010 22
Ego management and image
transfers using stars
15/11/2010 23