Art of marketing and branding

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Brand Identity

Aqeel AHMED

Identity

The dictionary meaning of Identity refers to “the fact of being who or what a person or thing is”

It is some thing that is associated with Person (Corporation)

Individual and unique characteristics of an individual, brand or a corporate business.

Brand is an Identity

Brand awareness and recognition are facilitated by a visual identity that is easy to remember and immediately recognizable. Visual Identity triggers perception and unlock association of the brand .

Signature

A signature is the Structured relationship between a logotype, Brandmark and tagline.

Brandmark

Logotype

Tagline

Brandmark

Brandmarks can be assigned to a number of general categories

Sequence of Cognition

The science of perception examines how individuals recognise and interpret sensory stimuli. The brain acknowledges and remember shapes first. Visual images can be remembered and recognized directly, while words must be decoded into meaning.

(Wheeler;2009)

SHAPE

Brain acknowledges distinctive shapes that make a faster imprint on memory

Color

Color is the second in the sequence , color can trigger an emotion and evoke a brand association.

Form

The brain takes more time to process language, so content is third in line sequence behind shape and color

Wordmarks

A wordmark is a free standing word or words. It may be a company name or an acronym.

The best Wordmarks are with distinctive font characteristics.

(Wheeler;2009)

Letterform Marks

The single letter is frequently used by designers as a distinctive graphic focal point for a brand . The letter is always a unique and proprietary design that is infused with significant personality and meaning.

(Wheeler;2009)

Pictorial Marks

A pictorial mark uses a literal and recognizable image. The image itself may allude to the name of the company or its mission, or it may be a symbolic of a brand attribute.

Abstract Marks

An abstract mark uses visual form to convey a big idea or a brand attribute. These marks by their nature, can provide strategic ambiguity.

Conclusion

Brands are the source of differentiation. VISUAL IDENTITY is the use of some distinct brandmarks to visually portray the brand.

Brandmarks, signature, helps the organisation to build an identifiable identity.

Bibliography

Wheeler Alina,2009,Designing Brand Identity , John Wiley & Sons , New Jersey.

Best Kathryn, 2010, The Fundamental of Design Management ,AVA academia , Switzerland.

Percy & Elliott, 2007,Strategic Brand Management, Oxford University Press, New York.

Kotler & Keller, 2009, Marketing Management, Pearson Education, Harlow.

Kapferer,2000, Strategic Brand Management ,Kogan Page, Dover.

Ghodeswar Bhimrao,2008, Journal of product and brand management , building brand identity in competitive markets: a conceptual model , page 4-12.

Kotler et al,2008,Principles of Marketing, 5th EU edition, FT prentice Hall, Harlow.

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http://news.softpedia.com/newsImage/Download-the-Official-Yahoo-App-for-iPhone-5-2.jpg/

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