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138 191221 What is Branding? by Mathew Healey - Issues and Anatomy

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138 191221 What is Branding? by Mathew Healey - Issues and Anatomy

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A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.

A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.

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138 191221 What is Branding? by Mathew Healey - Issues and Anatomy

  1. 1. 191221 GAMBAR COVER BUKU/ GAMBAR PENDUKUNG LAIN lia s. Associates BOOKCLUB WHAT IS BRANDING? 1st Session Matthew Healey
  2. 2. lia s. Associates The word “brand” comes from the old norse or germanic root meaning “burn”.
  3. 3. lia s. Associates The Components of Branding Branding, as it is generally practiced today, involves five components: 1. Positioning 2. Storytelling 3. Design 4. Price 5. Customer Relationship
  4. 4. lia s. Associates What Does Branding? 1.Reinforce a good reputation 2.Encourage loyalty 3.Assure quality 4.Convey a perception of greater worth, allowing a product to be priced higher 5.Grant the buyer a sense of affirmation and entry into an imaginary community of shared values.
  5. 5. lia s. Associates Who Owns the Brand? The customers who own the brand. If companies want their brands to succeed, they must look at and manage their brands purely from a customer's point of view.
  6. 6. The BRAND DEVELOPMENT Process lia s. Associates 1. Research the current situation Research the current situation diligent research can bring to bear insights the client was lacking. This step is usually called something like "discovery," because it involves learning what has gone before, and why it has (or hasn't) succeeded. 2. Imagine an ideal future This is often referred to as the "innovation or "imagination" step. Companies that make innovation a habit usually end up with strong brands. 3. Combine strategy and creativity Strategy alone won't succeed; it must be accompanied by a creative identity that engages the senses appropriately, and enough publicity and advertising to arouse demand for the brand. 4. Wait to let it catch on Design, test, redesign, retest. Of course, research, analysis, and testing are critical, but it is equally critical to read the results correctly. Some products give promising test results but do poorly in the market.
  7. 7. The BRAND DEVELOPMENT Process lia s. Associates
  8. 8. lia s. Associates Consistency and Change The core of what appeals to a customer-a brand's meaning and values, its promise, and the satisfaction it gives- should be constant, giving customers something to believe in and remain loyal to, over the long term. 11
  9. 9. lia s. Associates Evolution vs Revolution Agencies sometimes offer up incremental changes in identity or package design as a "rebranding, although really they are not rebranding at all.
  10. 10. lia s. Associates Design in Branding Design is the process of giving something a deliberate aesthetic form. Design in branding starts with the design of the product, and progresses outward through packaging and labeling to advertising and collateral marketing material.
  11. 11. lia s. Associates Branding, Advertising, PR, and Marketing Their purpose is to build and promote that brand, they can all be considered aspects of a unified field: branding.
  12. 12. lia s. Associates Storytelling, Experience, and Emotion People love a great story, and the best storytellers have an uncanny ability to forge a personal, emotional bond with their audience. Experience is the best way to appreciate something.
  13. 13. lia s. Associates Authenticity Brands seen as "authentic” elicit a more positive reaction from consumers who feel exploited by mass-market brands and don't want to be seen as following the herd, Authentic brands "matter" in people's lives.
  14. 14. Brand Discovery Many people believe that we have to advertise to succeed, but some brands are succeed even without any advertising. “Underground” brands appeal to people precisely without masses of advertisement, because they have strategies: the passionate desire of certain customer to “discover” a brand for themselves.
  15. 15. The Lifetime Brand: Reality or Myth? Can lifetime brand loyalty be achieved under a single brand concept? Brands that appeal to all ages do so with a single concept that is so simple, it is universal.
  16. 16. Brand Extensions and Line Extension Brand Extension: new category where the brand meaning still makes sense to customers. Line Extension: the same category is geared to suit different market segment.
  17. 17. Association and co-Branding Association and co-branding are one of the most effective strategies for a new brand. Product Partnership 👍👍 Place Partnership 👍 Price Promotion Partnership 👍 People Partnerships 👎
  18. 18. lia s. Associates Many things can be branded 1. A Product 2. A Service 3. Organizations 4. Places 5. A Person What else can be BRANDED?
  19. 19. Women and Men At 1990, some brands start to breakthrough the gender stereotypes. To show that their brand can be used for every gender. And some brand even redefined the meaning of beauty for women.
  20. 20. lia s. Associates “People used to worry that the global would destroy the local, but in fact, the global helps the local to untrap itself” - John Tourney, 2006. Globalization
  21. 21. Trademark Protection and Intellectual Property The irony of branding, is when a strong brand name becomes too general in some languages, its former owner loses the protection of trademark.
  22. 22. BRAND Valuation lia s. Associates Brand valuation is controversial. Putting a precise financial value on such a great intangible is impossible. Two brands might have a clear economy relationship, but might engender very different feelings among customers and inspire different behavior or loyalty.
  23. 23. Causes and Advocacy Why do some companies support charities? Some people may say that it’s just a PR gimmick. But there is no doubt that it really does benefit the needier elements of society 1. The “Green” Brand 2. The “Justice” Brand 3. The “Are We OK” Brand
  24. 24. Power of the Consumer Customers can influence brand meaning by positive actions as well as negative. The successful, lasting brands harness customers ideas and make them a permanent part of brand development.
  25. 25. BRAND Consulting and the Future of Brands lia s. Associates
  26. 26. BRAND Consulting & the Future of Brands lia s. Associates “Factories rust away, packages become obsolete, products lose their relevance. But great brands live forever.” Backer Spielvogel Bates Discipline of branding is the love child of graphic design, advertising, marketing, PR, and corporate identity. A firm dedicated in branding can offer client the ability to tie all the strings together and bring a multidisciplinary view to brand projects. A consultant also has to unite change management, manufacturing, and PR, along with areas such as alternative marketings that ensure the brand value can persist.
  27. 27. The goal of a brand is to put an intangible but powerful brand idea or insight into the mind of a customer. Understanding the role of each element in brand identity, and knowing how to craft it in just the right way to elicit the right response - demands understanding of your customers. Anatomy lia s. Associates
  28. 28. At the heart of every brand, the customer expects to find a product or service that matches what is promised. Sometimes, a little vision & imagination are required in order to articulate the benefits properly. Judicious mix of design, pricing, packaging & merchandising are used to communicate benefits, values, affirmation & satisfaction of desire. Core Benefits and Positioning lia s. Associates
  29. 29. Insight lia s. Associates Insight is a grasp of the fundamental truth that sets one brand apart from its competitors. And it is perennial.
  30. 30. Ideas lia s. Associates Ideas illustrates the insight so that everyone else can grasp it too. An idea is the innovation that keeps a product relevant to customers.
  31. 31. Values are things a brand stands for. Being aligned with right values can give boost to customer loyalty. And they are fundamental to a brand’s self. Integrity, commitment to excellence, and customer responsiveness are some of the universal values owned by almost every brand out there. Values lia s. Associates
  32. 32. Every society can be broken down into segments with defining characteristics of each segment, even if not always clear-cut. One of many things that make “cult” brands so successful is that they seem to define a lifestyle all their own. Lifestyle lia s. Associates
  33. 33. BRAND Personality lia s. Associates
  34. 34. BRAND Personality lia s. Associates How a brand is projected, visually as well as through a specific voice, needs to be CONSISTENT across all areas in order for customers to see its PERSONALITY. While the heart of any brand has to be a worthwhile, quality product, there’s no question that having an endearing personality can make up for a few flaws. A great brand offers a producer the luxury of second chance.
  35. 35. Product Design lia s. Associates Product design concerns both functionality and aesthetics. To get satisfactory results, we need to pose these 2 questions: 1. What values & benefits should be customer expect? 2. What cultural standards will the customer use to judge the product?
  36. 36. Name lia s. Associates A brand needs name before anything else, a good name is synonymous with good reputation. Short, likable name that can be easily pronounced in many languages (and registered as domain in every country) has a huge advantage.
  37. 37. Logo lia s. Associates Logo is the Name, given form. More important than being original is evoking the desired associations and emotional response in the viewer. The ideal logo is simple, elegant, economical, flexible, practical, and unforgettable. - PAUL RAND
  38. 38. Colour in Branding lia s. Associates When it comes to using colours for branding, below are four things you need to get full grasp on: 1. Master the physical aspects of colour; boldness, dynamic, tension, legibility, etc. 2. Consider how colours (and their combinations) make people feel. 3. Understand the cultural associations of certain colours. 4. Master the science of colour.
  39. 39. Colour: the Physics lia s. Associates Judicious use of colours can give an impression of real depth. Color combinations play other important roles as well.
  40. 40. Colour: the Psychology lia s. Associates People react to colours in predictable ways. Psychologists generally believe that our fundamental understanding of colour is universal, but opinions vary regarding how much our reactions are affected by culture. A client's personal colour likes/dislikes can also influence the final choice.
  41. 41. Colour: the Culture lia s. Associates Colour interpretations depend strongly on culture. Colour component of any brand needs to be reconsidered in each local culture to be sure that it evokes the desired response. e.g: white represents death & bad luck in China.
  42. 42. Colour: the Science lia s. Associates Basic understanding about technicalities of color perception is vital. As well as understanding difference between colours of light (as the ones on the screen - RGB), and colours on printed medium (CMYK). Not every color can be faithfully reproduced in the other.
  43. 43. Typeface lia s. Associates Type is the clothing that dresses words; giving character, emphasis, and subtle yet distinct personality that readers often sense subconsciously. Typography is art of selecting & using appropriate style of type or font that reinforces message of the words, without distracting them.
  44. 44. Visual Style lia s. Associates Includes 3 main elements such as photography, illustration, graphic motifs (incl. borders & frames). Colors, shapes, materials, and the overall aesthetic of a design count as individual elements. Selecting the right kinds of visual elements can have a surprising impact on how customers response to an ads or package design.
  45. 45. Graphic Motifs lia s. Associates Addition of extra graphic motif can support wholesomeness & harmony of a visual identity. A frame, an area of colour, or an unusual layout grid can all work to boost recognition and reinforce the memory of that brand. The right graphic motif can transfer well to environmental design & packaging
  46. 46. Photography lia s. Associates Realistic images are the most powerful element used in brand communication. Subtle cultural reference & photography tricks can influence customers perception and reinforce the message. Content and style of images should reflect the brand.
  47. 47. Illustration lia s. Associates Style of illustration will have a huge effect of perception in any market, all decisions about this must be approached carefully to ensure the right response from customers.
  48. 48. Sound, Smell, Taste, Touch lia s. Associates “Customers respond powerfully to brands that engage all of the senses.” Martin Lindstorm, BRAND SENSE Even though we’re often unaware of it, our other senses contribute to a significant amount of extra information and experience to our daily lives.
  49. 49. Packaging lia s. Associates Package design is just one of several tools in brand-building tool kit. But it can also often provide the whole reason for a brand to exist.
  50. 50. Packaging (cont’d) lia s. Associates Main purposes of Package Design: 1. Communicate brand identity. 2. Attract attention in a busy retail space. 3. Position a product within certain category or price range. 4. Perform a useful function, even supplants the product itself in importance. 5. Fulfill some corollary function, giving them residual branding.
  51. 51. Conveying the brand message is single most important task, but it doesn't mean we can neglect other aspects. A package design must reflect quality associated with the brand. For many fast-moving consumer goods, the packaging is virtually the only brand experience customer has during decision-making moment. Packaging (fin.) lia s. Associates
  52. 52. THANK YOU lia s. Associates

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