2. Branding is about the totality of a customer's experience. Your brand is about everything you do which impinges on the consciousness of the customer and, more importantly, it is about everything s/he thinks you do. Some experiences carry greater weight than others. Some experiences have been forgotten entirely consciously by your customer, but are nevertheless of paramount importance in the way s/he views you. Customers build brands piecemeal. They build a story about you based upon their experience. They see your products in certain shops. They heard one of your people on the radio. Somebody told them about an experience they had with you - actually, they got the name wrong. Your brand logo reminds them of daffodils. Your customer owns your brand - you do not. Your job is to behave as consistently as possible.…
Thus a good logo is one that helps your customers to quickly identify your products. Just try to recall, what happens when you are in a grocery store and shopping in hurry—your hurried eyes search for the familiar symbols that are associated with your everyday life like that of a Kellogg’s signature or Nestle sign. This is the work of a good logo—they help the customers to reach the product. It is not just about logo aesthetics.…
Rhetoric is the art of effective and persuasive speaking or writing. It is through the use of rhetoric that clear, strong arguments are made. Homer evidently knew this, because he implemented all three types of rhetoric in many places throughout his epic poem. The “ethos,” “pathos,” and “logos” arguments are all distinctly employed by the vast array of characters given by the blind bard in a captivatingly realistic way.…
Many a time, entrepreneurs wonder what a good logo meant for the business? A long set of questions may erupts in minds of business people regarding the importance of logo to business like why is it important, does it matter what it looks like, besides many others. In this article, I just want to clear up the haze from this aspect and we will do an analysis regarding the value that you place on having a good logo for your business.…
Logo design is everywhere. It is the key element for any company’s corporate identity. It is important that as a company they ensure that the logo that is representing them is effectively designed so that people can easily identify and relate the logo to the company. If a logo is poorly designed, it can have a negative effect on the company it is speaking for. Bad logo design is one of the main causes of new business’ failing every year because of the ineffective marketing it presents. A logo is what gives people the first impression of a company and reflects what they’re all about. Whether the company sells paper, cosmetics or even clothing, the company’s logo should speak for the company. Bad logo design could lead to a client getting the wrong impression of the company and may even lead to them losing business. Logos are displayed on everything the company owns; websites, company adverts and documentation so it’s really important that it is clear to appear on all mediums. Most logos are very graphic and consist of symbols and icons to represent the company, but logos can also be typography or word mark like the Coca Cola logo. However, designing a killer logo to represent a company is one of the hardest areas of graphic design to perfect and major corporations usually invest a lot of money into marketing teams in order to create the ideal logo to embody the company.…
There are many differences between product branding and corporate branding. The most obvious is the foundation of product branding is the individual products whereas corporate branding is the company. In product branding, the marketing department drives the branding and in corporate branding, it is driven by the whole organization. Product branding has a short term advertising focus and corporate branding has long term goals in mind. The audience receiving the message in product branding is the consumer, whereas all stakeholders receive the message in corporate branding – from shareholders to employees to the consumer. Finally, brand equity in product branding is created from solid advertising and communication of product attributes and it is created in corporate branding from the corporate identity, both visually and behaviorally. Also product branding focuses on the attributes of a specific product or service provided to the consumer. Corporate branding refers to the use of the company’s name for brand recognition.…
Owning a business is not an easy task. There’s a lot of sweat and hardwork behind every successful company. One thing that is common for every successful company is the quality of their logo. Whenever companies are mentioned in newspapers, on digital news websites, and on television, there’s also an image of their logo. A company’s logo is like a business card - it’s one of the first things that a potential new client notices. Moreover, in today’s digital era, a logo is considered to be a company’s identity.…
The first thing that catches a potential customer’s attention is the way the product is presented. The logo, as a start, says a lot of the product one wants to buy. Let’s take Red Bull as an example. When people want an energy drink, everyone knows that Red Bull is the best. Why is that? Because there are a lot of elements, both conscious and unconscious, which come into play. Let’s take into consideration Red Bull’s logo: it’s made of red two tarsus’ fighting with each other. The image that is immediately conveyed into a person’s mind is that of strength and endurance. As a matter of fact, in Celtic symbolism the bull represented physical strength and power. To the Celtic way of thought, the bull was also extremely virile. A customer who recognizes himself in this…
Kohli, C.S., Suri, R. and Thakor, M. (2002), “Creating effective logos: insight from theory and practice”, Business Horizons, May/June, pp. 58-64.…
1.0.INTRODUCTION:-A logo refers to a design that is used to identify a firm or brand(Bennett 1995).Logos, as part of overall brand meaning, provide differentiation and influence choice. Logos help a brand two ways. First, they can be used in conjunction with the name to speed recognition of a brand(Aaker1996). Second, a logo can be used in place of the name when there is a space or time constraint. Nike’s “Swoosh” logo is so well recognized that it is frequently used without any other identifiers such as the Nike name(Aaker1996).…
To understand what a logo is, we first must understand what the main purpose of logos is. The design process must aim to make the…
First i consider to divide in four concepts in order to explain how the brand…
understand its ambiguous nature. A brand is not simply the logo, nor the visual identity. A brand…
Branding has become one of the most powerful tools in the marketing strategy. A brand is the symbolic embodiment of all the information connected with a product or service and it usually includes a name, logo, and other visual elements such as images or symbols. People still use brands as a cue in their purchasing decisions. More and more often the term branding is used in connection to countries, which likes companies compete with each other and try to brand themselves using marketing and advertising tools to attract tourists, investors, talented specialists, businessmen, and create a fair and favourable image in the eyes of the world. Therefore in order to attract resources and “customers” to the country, political leaders and government in cooperation with private sector and citizens should create a Nation Brand to show the unique and attractive features of their nation.…
Your brand is far more than your logo, then – it is about the values of, and your…