In marketing terms, a brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo design, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimate consumers.
It is the proprietary visual, emotional, rational, and cultural image associated with a company or a product. The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product.
Branding is the traditional advertising method used to create an acquired response from a target audience based on cumulative impressions and positive reinforcement. These ads are not purchased for the sole purpose generating a click or visitor. They are geared towards increased product or company name awareness and lifelong customers.
A corporate identity is the physical manifestation of the brand. In general, this amounts to a logo (logotype and/or logogram) and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved color palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand.
A corporate identity ensures that an organization is instantly recognized from its vehicles, offices, letters and literature, staff uniforms or advertising. The creation of a corporate identity involves selecting uniform colors, logo, typefaces and strap lines and applying these in a consistent manner in every medium.
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