mi5_brand and logo 3

8/4/2019 Mi5_brand and Logo 3

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Brands & Logos

4/19/2012 Stphane GELY - Effectiv 2011 1


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Overview

What is a brand ? Definitions, Characteristics

Brand Identity

Brand Equity

Internal Branding

Brand Management Brand Protection



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What

is

a Brand ?

I



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A quotation as an Introduction

our customers see themselves inside ourcompany, inside our brand. Because they are

a part of the Starbucks Experience

Howard SHULTZ CEO Starbucks Coffee



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Definition

Branding

process of creating a corporate or product identity thatmakes the difference against your competitors

Brand

Name, term, sign, symbol, design, or somecombination including history, reputation

Used to identify the firms products whiledifferentiating them from the competitions

Consumers impression of people who use it, as wellas their own experience

http://www.accorservices.ch/FR/Unternehmen/PublishingImages/Accor.jpghttp://news-poland.com/upload/news/3887philton.jpghttp://www.hyatt.com/hyatt/index.jsphttp://www.myvallartaexperience.com/galeriaGeneral/image/Logos/Marriot.jpghttp://images.google.fr/imgres?imgurl=http://www.airopsparis.com/media/catalog/product/cache/1/image/5e06319eda06f020e43594a9c230972d/l/o/logo_RadissonSAS.jpg&imgrefurl=http://www.airopsparis.com/airops-paris/notre-catalogue/hotellerie/hotel-radisson-4-cdg.html&usg=__Ey_qvomUdyB8MMSKF53YofPNdxc=&h=365&w=756&sz=19&hl=fr&start=1&um=1&itbs=1&tbnid=7n4JlKHDdiAxCM:&tbnh=69&tbnw=142&prev=/images?q=radisson%27s+logo&um=1&hl=fr&safe=active&sa=N&tbs=isch:1http://images.google.fr/imgres?imgurl=http://www.airopsparis.com/media/catalog/product/cache/1/image/5e06319eda06f020e43594a9c230972d/l/o/logo_RadissonSAS.jpg&imgrefurl=http://www.airopsparis.com/airops-paris/notre-catalogue/hotellerie/hotel-radisson-4-cdg.html&usg=__Ey_qvomUdyB8MMSKF53YofPNdxc=&h=365&w=756&sz=19&hl=fr&start=1&um=1&itbs=1&tbnid=7n4JlKHDdiAxCM:&tbnh=69&tbnw=142&prev=/images?q=radisson%27s+logo&um=1&hl=fr&safe=active&sa=N&tbs=isch:1http://www.hyatt.com/hyatt/index.jsphttp://www.accorservices.ch/FR/Unternehmen/PublishingImages/Accor.jpghttp://news-poland.com/upload/news/3887philton.jpghttp://www.myvallartaexperience.com/galeriaGeneral/image/Logos/Marriot.jpg


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Definition

Trademark: legal protection which confers the

exclusive right to user brand name, trade mark, and

any slogan or product name abbreviation

Trade Dress: visual cues used in branding to create

an overall look



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Branding interests for the cons.

A promise of.

A relevant added value

Convey more confidence

Creates a memorable, positive experience

A personality A unique and consistent look, feel, tone &voice

Distinctive attributes



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More impact of all messages

Keeps current relationships strong

Provides employees with a greater sense ofcommitment

Legal protection of the brand, name, logo

Branding Interests for the company



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Attracts new clients/customers

Increase the loyalty

Build barriers to entry

Increase the performance

Branding Interests for the company

contd.



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Nike = $150 tennis shoes

Starbucks = $3 cup of coffee

Porsche = $98,000 car

Successful brands create more value

Branding Interests Cont.



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Brand characteristics cont.

1. Memorable

2. Meaningful.

3. Likeability



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Brand characteristics

4. Transferable.

5. Adaptable

6. Protectable

6. Universal

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Multifaceted Nature of Brand

Consumer based concepts identity, logo, image, symbol, expression, and personality

Organisational concepts

positioning statements, cluster of values, vision, and risk reduction

Relational concepts promises, trust and commitment, relationships, and experience with

customers and other stakeholders

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Multifaceted Nature of Brand 2

Financial perspective a resource or asset that creates value

below the water-line (85%)unseen value-adding processes

above the water line (15%)visible about the brand to the consumer

i.e. the logo and name

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Branding : six levels of meaning

Brands can convey six levels of meaning:

Attributes

Benefits

Values

Culture

Personality

User

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Brand Identity

II



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1 Visual Identity



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Brand DimensionsBrand Sensorial Identity

Visual

Identity

Audio

Identity

Tactile

Identity

OlfactiveIdentity

Taste Identity

Name

Brand Mark

Design

Sound

Smell

Taste

Logotype

Symbols

Taglines

We build smiles

Advertising Characters



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Visual IdentityThe Logos

Definition

Recognizable and distinctive graphic design, stylized

name, unique symbol, or other device for identifying anorganization.



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Evocative and powerful language

Influence our perception :

Fashion

Societal

Cultural

Archetypal




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Symbol

Simply a pioneer.

Brand Name

Tagline


Slogan



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From 14thcentury

From 8thcentury BC

18thcentury

Visual IdentityThe Logo, a long history

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Universal symbolism 5 basic shapes

.SquareEarth,

pragmatism,

riguour,

reassurance

CircleSpace, Sky,gather toprivilege(status,

interest) or

to act.

TriangeEvaluation,

action

StarUniversal




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Universal symbolism 5 basic shapes

Squareor Rectangle

Circle Triange Star


http://www.google.fr/imgres?imgurl=http://www.beyouconsulting.com/consulting-it-finance/images/stories/Societe-generale.jpg&imgrefurl=http://www.beyouconsulting.com/consulting-it-finance/component/content/article/3-newsflash/49-partenariat-byc-sg&usg=__6CGOi2318sc0Kn9xjkteKYVX0P0=&h=393&w=393&sz=7&hl=fr&start=2&um=1&itbs=1&tbnid=kveIw6kxQpDwlM:&tbnh=124&tbnw=124&prev=/images?q=societe+generale&um=1&hl=fr&safe=active&sa=N&tbs=isch:1http://www.google.fr/imgres?imgurl=http://www.beyouconsulting.com/consulting-it-finance/images/stories/Societe-generale.jpg&imgrefurl=http://www.beyouconsulting.com/consulting-it-finance/component/content/article/3-newsflash/49-partenariat-byc-sg&usg=__6CGOi2318sc0Kn9xjkteKYVX0P0=&h=393&w=393&sz=7&hl=fr&start=2&um=1&itbs=1&tbnid=kveIw6kxQpDwlM:&tbnh=124&tbnw=124&prev=/images?q=societe+generale&um=1&hl=fr&safe=active&sa=N&tbs=isch:1http://static.pcinpact.com/images/bd/news/56649-adobe-logo.jpghttp://www.google.fr/imgres?imgurl=http://www.z-tuning.fr/images/Citroen%20Logo%2002.jpg8307189d-16b8-4438-b6e8-2eaf9281c7b3Large.jpg&imgrefurl=http://www.z-tuning.fr/citroen-c-65.html&usg=__x3-xPqxEj9sjuC-QPSvNrYatuBE=&h=300&w=400&sz=16&hl=fr&start=5&um=1&itbs=1&tbnid=ohoM0GZ0lPldRM:&tbnh=93&tbnw=124&prev=/images?q=citroen&um=1&hl=fr&safe=active&sa=N&tbs=isch:1


25/135

Yellow

Warmest

Youth Force Eternity

Happiness and optimistism

Knowledge

Power and wealth Fertility

Promise of better

Sometimes assotiated with cowardice;

or adultery


WARN COLORS



26/135

The most flamboyant color (fire)

warmth

fun, happiness and energetic days,

relaxation

ambition.

Outdoor activities


WARN COLORS

Orange



27/135

grab the attention. color of energy and action (light red) Solar, youth, intelligence, warmth, health, beauty (bright

red)

movement and excitement symbol of life, horizon and power

love and giving

force and power (purple red) Night, female, secret, mystery, fire (dark red)


WARN COLORS

Red

Sometimes assotiated with danger and

agressiveness4/19/2012 Stphane GELY - Effectiv 2011 27


28/135

color of growth, nature, and money. calming

pleasing to the senses.

conservative, masculine and wealth (dark forest green).

envy, good luck, generosity and fertility. peace, harmony, comfortable nurturing, support between the cold and the warm female color


COLD COLORS

Grenn



29/135

deepest, coldest and intangible

most popular and second most powerful color

most of the world is blue

often used to lighten the shapes

calming

freshness and cleanliness inspire trust, security, faithfulness and dignity universalism


COLD COLORS

Blue



30/135

royalty and luxury,

Wealthy (darkest purple),

spirituality and sophistication,

feminine and romantic

Srious and soothing

Secret and dreams Balance between passion and intelligence

Temperance and lucidity


COLD COLORS

Purple



31/135

associated with purity, innocence, peace

cleanliness and safety of bright light

both absence and synthesis of colors,

neutrality

creativity

cool and refreshing calming, stabilizing influence symbol of mourning in Eastern Countries


OTHER COLORS

White



32/135

strength, potency, authority, seriousness, luxury, elegance and classic

Sometimes assotiated to nothingness

Symbol of mourning in Western Countries


Black

OTHER COLORS


Visual Identity


33/135


Color and contrast

33

i l d i


34/135

Founded in 1950 by Gilbert TRIGANO

A tridentattribute of Poseidon and symbol of

his domination on seas

Inspired by the double arch

of a Mc Donalds restaurantlocated in Phenix

Some Examples



i l d i


35/135

Born in 1924

By AdiDassler

At the beginning, 3 Stripes marked on the ShoesThen It became the Symbol of the brand

Born in the sixtiesDesigned by a Jobss former partner

Symbol of the Newtons Apple

Replaced in 1997 by the crunched apple

Some Examples



Vi l Id i


36/135

Mercedes = merger of Daimler and Bentz

A Daimler dealer called the cars he sold Mercedes,first name of his daughter

3 point star =

Earth

Water

Air

Designed by a trainee advertising student

In white, in a subliminal way, a C appears

Blue, White and Red = Symbol of France

Earth

WaterAir

Some Examples



Vi l Id i


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Vi l Id i


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Visual IdentityLogo Design Evolution


Logo design evolution
http://../Desktop/BRAND%20&%20LOGOS/Logo%20Design%20Evolution.avi


39/135

Logo design evolutionFormer New


Vi l Id tit


40/135

Danone ->Daniel; founders son

Adidas ->Adolf Dassler

founders name

Adi (nickname) + Das

M&Ms>

Mars & Murrie

Real Names

Evian

Amazon

Columbia

Geographic

IBM-> International Business

Machines

CNN-> Cable News Network

BMW-> Bayerische MotorenWerke

Abbreviations

Origin of the Brand Names

Visual IdentityThe Name


Vi l Id tit


41/135

Abbreviationprononced as a word

Asics >Anima Sana InCorpore Sano

Acronym

NRJ -> energy

Allograph

N5 -> Chanel

Figures




Vi l Id tit


42/135

Apple

Orange

Shell

Carrefour

Common words

Tic Tac

Expressions

Schweppes

Kodak

Invented Names




Vi l Id tit


43/135

Summarize your positionning in a short sentence

Example :

Pacific Southwest Airlines: Catch our smile

Subway: Eat fresh

KFC: Nobody does chicken like KFC

British Airways: The way to fly

Visual IdentityThe Tagline


A di Id tit


44/135

Define the brands

audio territory

Relaxing Music

in a Spa

Audio Identity



45/135

Coconut oil scent in Ripcurl stores

Musk (leather) + red fruits (feminine)-> Lancel

Relaxing essential Oil in a Spa

Olfactive Identity

http://www.jimbudaarchitects.com.au/images/projects/ripcurl_01.jpg


46/135

Aromatic Herbs

selected and

picked by afamous chef

Exclusive Herbal Tea

only available in

spaa

Taste Identity



47/135

Dove hydrates

Pampers prevents leaks

Functional

Ben & JerrysOffer the best

products on themarket

BodyShopEcology

LexusQuality & Luxury

Ideology

Meet consumer

psychological needs :

GiletteThe best a man can get

NikeJust do It

Psychological

Intangible Factors



48/135

Sociological

Sense of belonging to

a group

StatusCerruti, Lacoste,

Armani, D&G

LifestyleRalph Laurens,

Gentlemen Farmers,Marlboro Classic

Culture

Coca Cola, Levis

Intangible Factors



49/135

branded name that has become agenerically descriptive term for a

class of products (e.g., nylon, aspirin,kerosene, and zipper)

Generic Brands


Visual Identity


50/135

Translate the visual identify defining graphics codes and colorsinto a document

Targetting both :

the internal

the external

Must be clear, synthetic and standardized

Visual IdentityCharter Graphics

Example :



51/135

2 Brand Identity Prism


Brand Identity


52/135

Brand Identity

Human personality traits

applied to brands(seriousness, warmth, imagination, etc.)

as a way to achieve differentiation.


Brand Identity Prism


53/135

Physique Personality

Self-ImageReflection

CultureRelationship

PICTURE OF RECIPIENT

PICTURE OF SENDER

INTERNALISATION

EXTERNALISATION

Brand Identity PrismFrom Jean-Nol KAPFERER


B d Id tit


54/135

Brand Identity

Sender Receiver

Physique Personality Reflection Self-Image

Central Purpose

of the Brand

The soul of the

Brand

Self-image

transmitted by

the brand

Self-identification

as a person in

relation to the

brand4/19/2012 Stphane GELY - Effectiv 2011 54


55/135

Brand Identity

External Internal

Name

Logo

Advertising

Brand Identity

Environment

Products & Services

Business Process

Customer Relations

Brand Values

Training

Quality

Staff Motivation

Recruitment Policies

Technologies4/19/2012 Stphane GELY - Effectiv 2011 55

Ph

ysique Personality


56/135

Brand Identity Prism cont.

Physique : Set of features, symbols & attributes McDonalds : the double arch

Mercedes : the star

Orangina : the typical bottle

Courtepaille : the house, the grill

Apple : the specific design, the white wires


CultureRelationship


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57/135


Personality : specific brands characteristics, attitudes

Reliable : Tata

Convivial, friendly : Club Med Serious, conformism : Mercedes Benz

Innovation : Apple

Provocation : Ryanair

Fun : Southwest Airlines


CultureRelationship


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58/135


Personality : Characters


CultureRelationship


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59/135


Relationship :

Type of relationship existing between the brand

and the consumers.

Externalizing the brand outwards, using the

culture.

Examples :

Nike : provocation Sofitel : french Art de Vivre

Yves Saint Laurent : seduction

Microsoft : both innovation and mistrust


CultureRelationship


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Culture :

set of corporate values, standards, skills and beliefs.*

source of insipiration for the brand

Examples :

Ritz Carlton : best quality

Southwest Airlines : Fun, Price and Conviviality

Countries values : Mercedes, Coca, SofitelApple based in the Silicon Valley convey the

garage myth .


CultureRelationship


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Reflection : consumers that the brand seems totarget in priority

Mercedes : high social classes

Coca Cola & Virgin : youth

Apple : trendy

Differences betwen the target and the reflection :

target : from 7 to 77 years

reflection : young people


CultureRelationship


B d Id i P i

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Self image : Internal Mirror of customer as a brands

user

I consider myself as an important people since I can

purchase a Lexus car.

Im an innovative person since I have the nextgeneration Ipad


CultureRelationship


E i

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Exercise

Use the Brand Identity Prism to analyze the Vatel Brand


CultureRelationship

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From the Brand Identityto the Brand Equity

III


BRAND EQUITY
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Brand's power derived from the goodwill

and name recognition it has earned over

time, and which translates into higher salesvolume and higher profit margins against

competing brands..

BRAND EQUITYDefinition


Th i i t f b d
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The economic importance of brands

Increasing recognition of intangibles, especially the IPRs

From 5% to 75-85% of assets(Source: ValueBasedManagement.com)

In many businesses, the brand is the most important asset

Economic contribution to the shareholder value

Leading brands outperform the market

Brands on the balance sheet


The Brand Report Card
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p

World's strongest brands attributes

1. The brand excels at delivering the benefits consumers truly desire.

2. It stays relevant.

3. The pricing strategy is based on consumer perceptions of value.

4. It is properly positioned.

5. It is consistent.6. Its portfolio and hierarchy makes sense.

7. It makes use of and coordinates a full repertoire of marketing

activities to build equity.

8. Its managers understand what the brand means to consumers.

9. The brand is given proper, sustained support.

10.The company monitors sources of brand equity.

Source: Adapted from Kevin Lane Keller, "The Brand Report Card," Harvard Business Review(January 1, 2000): 147-157

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1 Aaker Model


B d E it A k M d l
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Brand Equity Aaker Model

Brand Equity is a set of :

assets linked to the brand that adds

liabilities linked to the brand that subtracts

To/from the value provided by the product or service

To a firm or its customers

+

-


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Brand Equity Aaker Model5 categories of Assets

1. Brand loyalty

2. Brand awareness

3. Perceived quality

4. Brand association

5. Other proprietary assets6. (patents, trademarks, channel relationships)

Source : David AAKER


Brand Eq it Aaker Model
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Customers attachment to a brand

how likely a customer will be to switch to another brand demonstrably linked to future profits

less costly to retain customers than to attract new ones


1. Brand loyalty


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72/135


1. Brand loyalty

Commited

buyer

Brand likers

Satisfied buyers

with switching cost

Satisfied buyers :habitual buyers

Switchers




73/135

Benefits

No brand association without awareness

Provides the brand a sense of familiarity

Awareness gets brand into the consideration set


2. Brand awareness




74/135


2. Brand awareness

Top

of mind

Unaided awareness

= Brand Recall

Aided awareness

= Brand recognition

Unaware of the Brand




75/135


2. Brand awareness


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76/135

Awareness Kyriad Campanile Ibis Choice

Top of mind 1% 15% 13% 1%

Unaided 11% 38% 46% 8%

Date decration

2000 1976 1975 1987

Source : Lewi G. et Rodigliano C.

Mmento pratique du branding


2. Brand awareness


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77/135

Customers perception of the overall quality

or superiority of a product or service

with respect to its intended purpos

relative to alternatives






78/135

intangible and overall feeling

not necessarily be objectively determined

Perceived quality differs from satisfaction




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79/135

Benefits

Factor driving financial performance Reason to buy for the cons

Differentiation / Positioning

Charging Premium Price

Facilitate the distribution channel relationship

Facilitate the brand extensions




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80/135

Previous image of poor quality

Inadequation between quality

investment and consumerexpectations

Lack of information to make

factual and objective judgment

?




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mi5_brand and logo 3

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