WHAT IS A BRAND?
A brand can be defined in one word identity. Brand
identity is overall how the owner wants the brand to be
understood - their message. A brand, product or service must
be distinctive and offer something different from competitors. This is known as
differentiation. It can be personified usually as the name,
slogan, logo, or colour combination.
BRAND TRADEMARK
All brands have a trademark. This could be anything from
the name to the logo, they are trademarks. A brands trademark is unique
and specific to themselves therefore cannot be used by anyone else.
Trademarks give brands their own unique selling point creating a products
"personality". A brand cannot develop and grow without an audience
and their response. Large organisations use panels of audience members to give
their response to products, concepts or advertising.
BRAND IMAGE
Brand image is the psychological. A brands
image is interpreted by it's audience whereby people can experience an
emotional change, such as, feelings, thoughts/images, beliefs and attitudes. It
exists in the minds of people made up of information and expectation of the
brand.
BRAND MANAGEMENT
Brand management is creating a brand and
maintaining its position within the market and target audience. It is very
important for a brand to stay consistent as the audience will stay loyal to
their products whereas if a brand was constantly changing people would become disinterested
as the bran image would not be clear to them. With this, ad agencies create the
idea that product/brand is more than the actual cost of a product and its
selling point. From this you get brand recognition e.g. the
font of Dior.
BRAND STRATEGY
Brand strategy is a
long-term plan for the development of a successful brand in order to achieve
specific goals. Brand strategy affects all aspects of the
company connecting to consumer needs, emotions and competition. Brand will
constantly be analysing every aspect of their company asking themselves
questions to identify what is successful for them and what was not so
successful. E.g. Who is your core market? What are you known for? What is it
that your selling?
