The document discusses various aspects of branding, including definitions of branding, brands, and brand identity. It defines branding as a holistic approach to a company's positioning, customer interactions, and operations based on its values. Branding aims to establish a unique name and image for a product/service and a differentiated presence in the customer's mind. It discusses the importance of consistency across all touchpoints like packaging, websites, etc. It also summarizes three types of brand architecture: monolithic, endorsed, and pluralistic. Finally, it covers different types of logos and important characteristics of strong brand names.

1. Branding
winter
2013
1
What
is
Branding?
What
is
A
Brand?
What
is
Brand
Iden6ty?
What
is
a
logo?
In-­‐class
discussion
for
touch-­‐points
In-­‐class
assignment
-­‐
marks

2. Review:
the
three
defini6ons
of
branding
1. 2.
3.
A
promise
of
future
expecta0ons
Earns
an
emo0onal
connec0on
with
consumers
Is
your
behaviours
Must
consistently
measure
up
to
your
promise
–
everyday
at
every
touch
point.
Consumers
have
a
unique
emo6onal
connec6on
with
your
brand.
Behaviours
are
aligned
to
your
core
values
–
“It’s
not
what
you
say,
it’s
what
you
do.”
2

3. think:
3

4. A
brand
is
what
your
customer
thinks
and
feels
about
your
company
or
product
brand
=
reputa6on
4

5. Three
Defini6ons
of
a
Branding
1. 2.
3.
A
promise
of
future
expecta0ons
Earns
an
emo0onal
connec0on
with
customers
Is
your
behaviours
Must
consistently
measure
up
to
your
promise
–
everyday
at
every
touch
point.
Consumers
have
a
unique
emo6onal
connec6on
with
your
brand.
Behaviours
are
aligned
to
your
core
values
–
“It’s
not
what
you
say,
it’s
what
you
do.”
5

6. What
is
Branding?
6
Branding
is
a
holis6c
approach
to
your
company’s
posi6on,
customer
interac6ons,
and
opera6ons,
based
on
your
company’s
values.
Branding
is
devoted
to
establishing
and
nurturing
a
rela6onship
with
your
customers.

7. Branding
is
the
process
involved
in
crea6ng
a
unique
name
and
image
for
a
product
or
service
in
the
mind
of
customers,
mainly
through
adver6sing
campaigns
and
other
touch-­‐points
like
packaging,
signage
and
web
presence
with
a
consistent
theme.
Branding
aims
to
establish
a
significant
and
differen6ated
presence
in
the
market
that
aVracts
and
retains
loyal
consumers.
7

8. touch-­‐points
(like
packaging,
signage
and
web
presence)
Let’s
name
some
more!
8

9. touch-­‐points
Adver6sing
(print,
web,
TV,
outdoor,
direct
mail)
Environments
–
lobby
or
room
in
a
high
end
hotel
recep6on
area
Experiences
(Help
Hunger
Disappear)
hVp://www.youtube.com/watch?v=tWDx3HVkIpk
or
sponsorship
of
an
event:
hVp://www.youtube.com/watch?v=dOoHArAzdug
Websites,
Blogs,
Social
Media
|
NewsleVers
(“e”
and
print)
|
Manuals
and
user
documents
|
Buildings
and
signage
|
Packaging
Trade
Show
booths
and
exhibits
(Car
Show)
|
Business
Sta6onary
(LeVerheads,
Business
Cards,
Proposals,
es6mates,
quotes,
contracts)
Emails,
voicemails,
recep6on
areas
telephone
|
Vehicle
Graphics
|
Products
|
People!
|
Speeches
|
Presenta6ons
9

10. Brand
not
what
you
say
it
is.
It’s
what
they
say
it
is
Marty
Neumeier
The
Brand
Gap
10
A
brand
is
a
person’s
gut
feeling
about
your
company
it
is
an
emo6onal,
sensory
understanding
of
what
your
company
is,
rather
than
an
intellectual,
ra6onal
memory
of
your
tagline
or
logo.

11. Brand
Architecture
Topology
of
logos
Names
Posi6oning
and
Taglines
11

12. 12
Brand
Architecture:
When
a
brand
has
mul6ple
services
or
brands
within
a
single
company.
(i.e.
as
a
brand
grows
merges
and
develops
new
companies
and
products)
EXAMPLE:
Family of Companies
FedEx Express
Fast, reliable delivery to 211 countries with leading
edge technology.
FedEx Ground
Cost-effective ground transportation in the contiguous
United States and Canada
FedEx Custom Critical
Fast action with safe, secure delivery of time-critical
shipments, often the same day.
FedEx Freight
Leading provider of next-day and second-day regional
LTL freight services through American Freightways and
Viking Freight.
FedEx Trade Networks
Full-service customs brokerage, trade consulting and
information technology, E-clearance solutions and
transportation and logistics services through Tower
Group International, Worldtariff Limited and Caribbean
Transportation Services.
http://www.fedex.com/ca_english/about/overview/companies/i...

13. 13
Brand
Architecture:
When
a
brand
has
mul6ple
services
or
brands
within
a
single
company.
(i.e.
as
a
brand
grows
merges
and
develops
new
companies
and
products)
EXAMPLE:

14. 14
3
Types
of
Brand
Architecture:
1. MONOLITHIC brand architecture
Characterized by a strong master brand.
It is the master brand loyalty that
attracts customers.
Brand extensions, branches, additional
services use the master brand identity.
FedEx + FedEx Office
Google + Google Maps
GE + GE healthcare
Virgin + Virgin Mobile

15. 15
3
Types
of
Brand
Architecture:
2. ENDORSED brand architecture.
Characterized by marketing synergy
between the product divisions, services
and parent co.
The product has a clearly defined market
presence and both brands benefit from
the relationship.
iPod + Apple
Polo + Ralph Lauren
Oreo + Mr. Christie
Chunky + Campbells

16. 16
3
Types
of
Brand
Architecture:
3. PLURALISTIC brand architecture
Characterized by series of well known
consumer brands. The name of the
parent brand may be unknown to the
consumer.
Fido (Roger’s Mobile)
The Ritz Carlton (Mariott)
Hellmans Mayo (Unilever)
Tide (Proctor & Gamble)

17. 17
3
Types
of
Brand
Architecture:
In-­‐class
excersize:
Using
online
resources
to
research
and
find
an
example
of
the
3
types
of
brand
architecture

18. 18
Topology of logos
•
The
Word
Mark
•
The
Symbol
(icon)
•
The
Combina6on
Mark
•
The
Emblem

19. 19
Topology of logos
•
The
Word
Mark
The Word Mark is the most common style
of logo—39 % of the top 100 global
brands use this approach.
This type of logo turns the word itself into
the graphic representation of the brand.

20. 20
Topology of logos
•
The
Symbol
(icon)
No words necessary.
The benefits are:
Your brand transcends language
It creates an iconic presence
Only 3% of the top brands in the
world are strictly symbol brands.

21. 21
Topology of logos
•
The
Combina6on
Mark
Can you can get the best of both worlds by
combining a word mark with a symbol?
Does the symbol and the mark give people two
cues to memory?
The symbol can communicate a message that
supports the name.

22. 22
Topology of logos
•
The
Emblem
Perhaps a better approach for some
companies is to make their name an
intrinsic part of the symbol, creating an
iconic emblem of the brand.

23. 23
Brand Names
The right name is:
• tireless
• timeless
• easy to say
• memorable
• has rhythm
• looks good in an email and in the logo
A well chosen name is an asset and a
24/7 workhorse
BUT:
Takes a rigorous and exhaustive process – frequently hundreds of
names are reviewed prior to finding the one that is right and legal

24. 24
Qualities of effective
brand names
Meaningful: it says something about the essence of a brand
Distinctive: unique, memorable, differentiated
Future-oriented: fits with growth change and success
Modular: enable brand extensions with ease
Protectable: owned and trademarked and domain name
Positive: generally positive connotations in the market
served
Visual: lends itself well to graphic applications; in text and
brand standards

25. 25
Types of
brand names
Founder: named after person or people
Descriptive: convey the nature of the business
Fabricted: a made up name
Metaphor: a noun used to allude to quality
Acronym: of the full name. Initials only (AGO)
Magic Spell: altered spelling that is unique and memorable
Combinations of above: Citibank (descriptive & magic spell)

26. 26
Taglines
A tagline is a short phrase that captures a
companies brand essence, personality and
positioning. Deceptively simple, but grows out
of intensive strategic and creative process
The best have a long lifespan, are meaningful
and well used. Nike’s “Just Do It!” has become
part of popular culture. Target’s “Expect More.
Pay Less” is a brand promise.

27. 27
Types of Taglines
IMPERATIVE: commands action starts with a verb
YOU TUBE – Broadcast yourself
DESCRIPTIVE: describes the product, brand or service
TED – Ideas worth spreading
SUPERLATIVE: positions the company as best in class
BUDWEISER – King of Beers
PROVOCATIVE: makes you think; typically a question
DAIRY COUNCIL – Got milk?
SPECIFIC: reveals the business category
VW – Drivers wanted

28. 28
Sources:
Wikipedia
HTTP://EN.WIKIPEDIA.ORG/WIKI/WORLD_WIDE_FUND_FOR_NATURE
HARLEY
DAVIDSON
HTTP://JULESSOWDER.ARTICLEALLEY.COM/WHAT-­‐IS-­‐BRAND-­‐ESSENCE-­‐51373.HTML
JUST
CREATIVE:
HTTP://JUSTCREATIVE.COM/2010/04/06/BRANDING-­‐IDENTITY-­‐LOGO-­‐DESIGN-­‐EXPLAINED/
FEDEX:
http://www.fedex.com/ca_english/about/overview/companies/index.html?link=4
MERRIAM AND ASSOCIATES:
http://merriamassociates.com/2009/06/logo-styles-and-logo-types/
Designing Brand Identity:
Alina Wheeler