BRANDING

BRAND DESIGN

We should never forget

what the experts have never
understood: that a brand -
unlike the product it
contains - is created by, is
valued by and lives
exclusively in the mind of its

consumers
Niall Fitzgerald-CEO Unilever

15/11/2010 1
 What is a brand?

A brand is a central organising principle

symbolized in a trade mark, which, if
properly managed, influences and
generates value.

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 Brands
Products
Companies
Services
NGOs

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 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
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 Brands are influenced by customers.

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 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

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 Brands are influenced by
environment pricing users

sponsorship service

promotions name

Total impression
history packaging
of brand

staff advertising

company reputation PR
direct mail

web sites corporate identity and design

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 Developing a clear platform

1. Vision (viziune)
2. Mission statement (declaraţie)
3. Values (valori)

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 Examples

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 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

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 Developing brand
architectures

Corporate Brand
Masterbrand and descriptor
Sub-brand

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 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

BMW BMW BMW

330i 530i Z5

A one line business, with high brand awarenes, a strong brand

and a considerable budget.

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 Typologies
Endorsed architecture
Ex. L’Oreal

L’Oreal

L’Oreal L’Oreal L’Oreal

RevitaLift Plenitude Elseve

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 Typologies
Freestanding architecture
Ex. Procter & Gamble

Pantene Pampers Lenor

P&G

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 Typologies
Hybrid model

Nokia

Nokia Nokia Nokia

N70 6680 6630
N-GAGE
Nokia

Vertu
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 Creating brand identity

Visual identity but also audio identity:

• Name
• Logo
• Logo
• Language
• Pictures
• Materials
• Packaging

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 Internal communication

• The satisfaction of one‘s own employees is very important;

they act as brand multipliers
• Good services for employees - satisfaction of the
employees - fidelity of the employees - good quality of the
services - satisfaction of the customers - fidelity of the
customers - increasing the profit rates

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 Brand strategy and management

Name

Logo
External communication
Collateral Enviroments

Customer delivery People and behavior Product and service development

Service protocols Leadership Innovation
Service recovery Learning Knowledge management
Front line focus Communication
Reward

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 External communication

Customer experience is bigger than customer

service in that it is the full, end-to-end experience.
It starts when you first hear about Amazon from a
friend, and ends when you get the package in the
mail and open it.
amazon.com

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 Brand experience

Experience

Purchase Attitudes

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 Evaluation
very week weak below average above average strong very strong

Differentiation

Relevance

Credibility

Extensibillity

Leadership

Consistency

Clarity

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 Ego management and image
transfers using stars

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