Notes on branding

Branding

‘More than a name – an introduction to branding’, Melissa Davis.

A product is the thing that you buy and use.

A brand is the promise of something. That something is intangible; it could be the guarantee of quality, a sense of prestige, or of heritage.
Brands also offer a differentiating factor that makes it easier to choose between the many different competing variants.

Branding is important because of its relationship and impact on the world we live in. Brands affect peoples lives simply because they are part of our daily choices and decisions.


SWOT analysis

Strengths – things we are doing well.

Weaknesses – things we are doing not so well. – correct them by raising/lowering price, improving quality, updating design.

Opportunities – Are the competitors weak in a particular area? Are new markets developing? Is there a new trend? Gaps in the market!

Threats – Are competitors developing new products? Are customers getting tired of what we have to offer? Has technology left us behind?


O2 branding – with the bubbles – core concept of mobile communications as being ‘essential for living’ – oxygen is essential for life and the symbol 02 symbolises the ubiquity of the product.

Apple – ipod – taken apple out of its realm as a niche computer market.

Innocent – pure unadulterated fruit – no preservatives – nature theme. The tone is humorous, honest and simple.

French Connection (FCUK) – controversial, clear target audience.

Brands start with a great idea that tells a good story.

Fun is a way of enhancing the brand experience and giving a good impression.

4 Ps – product/place/price/promotion – pg 158

Top Tips

1. Be fully briefed on the brands audience
2. Decide on the most effective channels to reach your audience
3. Analyse how the brand speaks to its audience
4. Make sure the graphic design reflects the character and values of the brand
5. Be as creative as you can