Brand Communication

Zain Hassan Zaidi SaleemAnwer S. M. Ali Zaidi AfzalShami QaziWasif Asif Khalid Business & Electronic CommunicationBrand Languages

What is Brand Language? When you think of your company as a brand, what springs to mind? Often it's the visual identity ,[object Object]

Celebrities and so on….Brand Languages

Brand Logo Brand Print Ads Brand Commercials Brand Ambassadors Green Brand Language Brand Visual Language Brand Languages

Do you Recognize these Brands? Logo is a Brand Identification Logo is a Brand or Product Recognition Logo is a design description of a Brand or Product Value Logo reflects the nature of the Organization Logo is a symbol of the Organization or Brand Based on basic design of the company which is followed through everywhere Logo changes for improvement Logo holds stories and histories Brand LogoProduct or Brand Identity Sun Microsystems TOYOTA Logo Design Evolution WWF Adidas

Brand LogoPepsi Initially named as Brad’s drink the name was quickly changed to Pepsi-Cola, which is visible in the first 1898 logo. Walter Mack, the CEO of Pepsi came up with the idea of a new bottle design, with a crown having the Pepsi logo. The ‘Pepsi Globe’ emerged when USA was in WWII, and to support the country’s war efforts, Pepsi had a blue, red and white logo. This logo became hugely popular, and went on to be the identifier for the company. During the 1960’s when it became even more popular, the script was changed from the curly red, and the main attraction was on the bottle cap in the logo. In 1998, the white background in the logo was replaced by the blue color, which also resulted in dropping the red horizontal band. After 1998, it seems that Pepsi had decided to give the globe more prominence than the script itself. So, the globe came on top of the script in 2003, and in their current logo they have done away with the script altogether.

Print advertising describes advertising in a printed medium such as a Newspaper, Magazine or Trade journal Print ads are the most oldest form of advertising Brand Print AdsBrand Print Ads

Idea development is the most important aspect of print ads Creativity is highly prized for its ability to gain attention and to impart information in an entertaining or challenging way It is said by practitioners that creativity is the only thing that distinguishes advertising from a salesperson's crude and often ineffective pitch Brand Print AdsConcept & Creativity

1. Kayaking Jumbo Peanut: Choking 2. Hospital – Lazer Helmets 3. Mischief Scissors Some Creative Pritn Ads 4. Nutri Balance: Husband 5. Coca-Cola Light 6. Oranges – Wonderbra

Brand Print AdsMessage and Content Must be aware of the characteristics of target market, different message to different target market. Dependant on objective of the campaign. Attempts to move the reader through: Awareness Interest Desire Action

Brand Print AdsMessage and Content

Brand Print Ads Conventionl Mediums Newspaper Magazine Billboards & Hoardings Brochure Web

Brand Print Ads Progressive Mediums Ambient Advertising Packaging Techniques Panaflex Standees Mobile Advertising Digital Hoardings Covert Advertising

What are the goals of the campaign... To increase purchases To generate traffic in the retail store etc. Demand oriented objectives vs. image oriented objectives Increase product/brand awareness Change consumer attitudes… Increase customer knowledge of product features Brand CommercialsBrand Nature & Objectives

Corporate Advertising Advertising that is more public relations than sales promotion. Its objective is to build a firm's corporate image, reputation, and name-awareness among the general public or within an industry Creative Advertising Used to describe originality or something that has not been previously considered or thought of. Brand Commercials Tone

Comparison Promotional technique in which an advertiser claims the superiority of its product over competing product(s) by direct or indirect comparison. If other products are mentioned by their names, the owners of those brands may challenge the fairness of the comparison in a court Gender Advertising Use of sex and gender to appeal the audience The campaign against sex appeal advertising is really a campaign against the discriminatory and exploitative use and portrayal of women in such kinds of advertising.

Fun Advertising Usually dependant on the creativity of the advertisement Requires a realistic sense of humor Funny commercials nowadays are experienced to be most effective and unforgettable commercials for the audience Cultural Advertising Usually expose domestic products or brands Depicts the culture of target market Requires research and lot of cultural sense Very effective

The brand ambassador is a marketing model that employs trusted, credible personalities to promote and give greater visibility to its brand products Brand ambassadors are important to a brand as they reflect the image of the product or brand to the general audience and their fans Spokesperson, informative, researchers Brand identity, brand personality Promotional, guest appearance, launch shows Sports, actors, doctors, professionals Brand AmbassadorsBrand Ambassadors

Brand AmbassadorsCriteria, Product or Brand Personification ,[object Object]

But the most important thing to keep in mind is to relate and associate your model with the product or brand

It is a good practice to personify your product with one continuous personality but its not always true in international marketing,[object Object]

Environmental Advertising Emotional Language Persuasive Language Public Service Message Green Brand LanguageContents

Contents should be very formal Should always meet the criterion of law & ethics Respected and Relevant celebrities can be hired as brand personalities Message should have to be clear and simple No NOISE Green Brand LanguageConventionals

Brand Communication

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