Branding

Purpose

• In order to diffuse products into the marketplace, the identity of a company is typically embodied in a brand.
• The brand is communicated to the consumer through a value proposition.
• Designers help to communicate this by:

Building a strong user experience around the brand identity.

Determining content design: to communicate information in the best way possible.

Establishing the tone of voice/message through advertisements and promotion.

Branding Definition

• The process of creating and managing a brand's identity and image. This ranges from logo design to marketing campaigns.
• The brand designer needs to ensure that the message of a company is communicated clearly and creatively to allow them to stand out from the competition.

Brand

• A brand is a unique identity or image from a known product, service or organisation in the minds of the customer.

• Effects of product branding

Easy to convey the message of the brand.

Selling the product and the image.

Will make the brand recognizable and it will stand out from competitors.

Purchasing items seen as desirable can make feeling of ‘inclusion’ and improved self image,

• Branding has the capacity to promote the company and generate sales.
• Manufacturers can then set their product as a price premium based on popularity, reliability, etc.

Publicity

• Publicity is the attention given to a target by media.
• Publicity can be both positive and negative depending on how an aspect is received by public.

Example of brands / products receiving positive publicity:

• Coca Cola, known for sharing happiness

Example of brand / products receiving negative publicity:

• iPhone manufacturing labour suicides due to poor working conditions
• Chanel was accused of plagiarizing Gucci for branding, caused negative publicity

Branding to Market Segments

Positive/Negative effects of product branding on different market segments:

• Jaguar and Range Rover group wanted to address a large socio-economic group. Switched from targeting their high end market to general consumers.
• It was profitable in the beginning, yet caused a decline in brand image in the Niche market segment, causing drop in sales.

• There are some products that Nike branded differently for each market.
• For instance Nike shoes and clothes are branded very differently.
• These are positive changes to the branding because it makes it clear to customers that it is a different section.

A negative change of branding for different segments would be if the other brand does not get recognized.

Brand Loyalty

• Where a person has a favorite supplier and prefers to buy products from them rather than from other suppliers.

Examples

• Coke vs Pepsi
• Apple Mac vs Windows PCs
• McDonalds vs Burger King
• iPhone vs Android/Samsung

• There are many different brands that are appealing to different market segments and use different methods to promote loyalty.
• When a consumer becomes committed to a brand, they will make repeated purchases.
• Affects consumer behavior and preferences.
• Consumers will purchase desired products regardless of convenience or price.

• 4 patterns relating to customer loyalty

Hard-core loyals: who buy the brand all the time

Split loyals: loyal to two or three brands

Shifting loyals: moving from one brand to another

Switchers: with no loyalty

Brand Appeal to Market Segments

• Strategies for market research are important for gaining appropriate information about the market segment
• When designing a brand it is important to know the needs and wants of the market segment you are aiming towards
• On occasion, products will be rebranded for different segments based on:

geographical location (international or local, urban or rural)

age (kids, teens, adults, elderly)

gender

culture (national or subculture)

Methods to Promote Brand Loyalty

• Meet the requirements and needs of your target audience.
• The quality and price of the service
• Variety of strategies are employed to encourage brand loyalty such as:

Rewards programs

Discounts

Special offers - to regular customers

Exclusive trials

Engaging with your customer (online)

Deliver value to customer

Product Family

Global Scale

• Global brands are seen as successful because they have won out against the competition.
• They are associated with quality, and generate a feeling of belonging to a larger community
• Globalisation leads to one big market, which has the benefits of economy of scale
• Globalisation encourages international consumers to develop similar market preferences - this speeds up a brand’s time to market globally, instead of having to focus on local modifications

• Big international companies build on their success by improving sales and acquiring other smaller companies:
• This increases distribution networks, sales outlets, and market share.
• It also reduces competition and gives stronger control over pricing and availability.

Registered Design vs Trademark

Registered Design

• An intellectual property mark that protects a product’s appearance. This refers to the features of the product's shape, configuration, pattern or ornamentation which is new and distinctive. Also known as a design protection.
• Protects the appearance.

Examples

• a shape
• a composition of pattern or color
• a combination of pattern and color

Trademark

• A trademark is a symbol, word, or words legally registered or established by use as representing a company or product.
• Protects a brand name.
• Trademarks are used to easily separate products and services from others in a crowded and competitive marketplace.
• They also provide a memorable symbol that conveys a message about the quality
• Registering establish legal rights to exclusive use, legal defense against others using the registered mark and it make the product or service public and searchable.

• ® = a registered trademark
• ™ = pending registered trademark
• SM = pending service mark

Packaging

• Packaging has a great impact on brand identity. Being highly recognizable allows for products to be easily seen by the customers.
• Good and unique packaging designs help promoting the product and allows customers to remember the product and recognize it later on.
• Sometimes packaging may be outsourced to specialist packaging designers.
• For example products like Coca-Cola or Pringles are easily recognizable by many customers.
• Appealing and unique packaging designs can attract the attention of potential customers and make them want to buy the product.