Branding & Logos

1. Branding & Logos

2. Branding & Brand Personality • Most advertising today is about communicating the complex range of messages about a product known as branding. • A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer. • A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, the adidas three stripes).

4. Task – You will be given a brand to conduct qualitative analysis of: • Brand Essence • Brand Slogan • Brand Personality • Brand Values • Brand Appearance • Brand Heritage • Emotional benefits • Hard benefits

6. Branding Criteria 1. Brand Essence - A way of summing up the significance of the brand to consumers alike of the brand in one simple sentence 2. Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo 3. Brand Personality – describe their brand as though it were a person, with likes and dislikes and certain behaviour 4. Brand Values – what does it stand for/against? 5. Brand Appearance - What does it look/sound/taste like? 6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years? 7. Emotional benefits – how it avoids/reduces pain or increases pleasure 8. Hard benefits – bigger? better? cheaper? washes whiter?

7. Branding • You know more about branding than you think! • How many brands are you wearing (or in your bag) do you have right now? • Who is most brand loyal person in the class? • What creates brand loyalty? • Would you eat ASDA Ketchup if there was also Heinz on the table?

8. What brand is this?

9. What brand is this?

10. What brand is this?

11. What brand is this?

12. What brand is this?

13. What brand is this? Link to Interactive logo quiz here

14. What is branding? (according to Business link the govt website) Branding is a way of clearly highlighting what makes your product or service different to, and more attractive than, your competitors'. Business Link A brand goes much deeper than just your company logo. You could define a brand as a set of associations that an existing or potential customer has of a company, product, service or individual. These associations can be the result of your own efforts and actively promoted through marketing and corporate identity. Branding also reflects your customers' experiences of your business and affects every interaction you have with your customers and suppliers. The intelligent use of design, advertising, marketing, service proposition, and corporate culture can all help to generate associations in people's minds that will benefit your business. Branding is your attempt to harness these associations to help your business perform better.

15. So branding is an association? Sponsorship helps us (the consumer) associate a brand logo with being “top of your game”. We may buy these clothes because of this association. After a while we become brand loyal.

16. What are you brand loyal to?

17. What was the last advert that you saw? What product or service was it for?

18. History of advertising • Posters announcing an event were probably the first form of advertising, and these date back to gladiatorial contests in Ancient Rome.

19. 17th Century • The first advertisements, however, which fit our full definition of advertising (ie paid for, occupying space in a media form) appear in newspapers in the seventeenth century. • These tended to be straightforward statements of fact, without any fancy typesetting or illustrations, and were often indistinguishable from the news stories around them

20. Propaganda • During the first world war advertising used to help the war effort • This poster is from 1916, look at it closely. • Questions on this poster follow on the next slide

21. What emotions does the poster appeal to? What methods are used by this poster to encourage recruitment? How useful would this poster be in explaining methods used by the British Government to encourage volunteers for the army?

22. Many of these ads use techniques of psychological manipulation which now seem to us crude and unfair, deliberately setting out to frighten the target audience, or shame them into following instructions. • These posters assume a very specific power relationship between advertiser and audience, and we notice that the advertiser assumes that they know best and are giving the audience information for their own good. • A modern audience has a more sophisticated approach to advertising and is more sensitive to any attitudes which might be considered openly patronising. • How do you think a modern audience might respond to the poster on the right?

23. New Media after the war • As new ways of reaching a mass audience became technologically available (cinema, radio) advertising was quick to latch on to new media and became an important way for broadcasters to help fund their programming. Radio was an especially successful way to reach audiences.

24. After the second world war • After the Second World War there was both a boom in consumer spending AND a new medium: television. • Manufacturers sought to inform newly prosperous consumers of the dazzling array of new goods they could purchase (washing machines, vacuum cleaners, food mixers, TV sets...) that they never previously knew they needed!

25. Advertising Today • Called above-the-line promotion • Where companies pay to tell us about their business and their products or services in the media • Today’s advertising is mostly done by advertising agencies who pitch the idea to the company • New media has arrived (Internet, mobile phones) Orange tiny top ups

26. Why do businesses advertise? • Increasing the sales of the product/service • Creating and maintaining a brand identity or brand image. • Communicating a change in the existing product line. • Introduction of a new product or service. • Increasing the buzz-value of the brand or the company.

27. How many ways to advertise can you think of? E.g. banner ad on a website

29. Print media • Newspapers • National • Local • Magazine • Specialist for niche markets (like campervan world) • Leaflets • Promotional brochures • Fliers

30. Outdoor advertising • Billboards • Trade shows and exhibitions • Transport • Bus shelters • Signage • Underground

31. New – product placement used to be called covert advertising BBC short clip – will product placement work? OFCOM product placement regulations and video People are watching fewer ads because they can fast forward through TV. Product placement work sin the US will it work here? Banned are: Children's, news, current affairs, consumer affairs and religious programmes will not air any paid product placements. No Product placement allowed on: gambling services; food and drink high in salt, fat and sugar; tobacco; medicines; alcohol; baby milk and weapons

32. Broadcast media • TV • Internet • Radio • Movies Website for more data

33. Advantages of advertising on the Internet • Cheap • Can include lots of detail • Potential global audience • Can “move” or be interactive • Quick purchase can follow a link to your shop • Either have own website or advertise on someone else's site

34. Adverts seek to persuade you...

35. Advertisings may seek to inform you... ....explaining how a product works, constructing an image for the brand, informing potential customers of services offered, and correcting mistaken impressions.

36. Or it may just seek to remind you why you like the product and that you should buy it again

37. Further activities Advertising and target market worksheet to print out TEFL worksheet on advertising focuses on the words Website with photos of fun with billboard adverts Rowntree ad in the making 3 minsbbc 2010

38. Like this presentation? • Pop into www.revisionstation.co.uk

39. In summary • As consumers, we tend to be more familiar with a whole brand, as opposed to individual products. • The process of advertising allows us to associate values with products that may not have a real connection to them • For instance, Nike has always selected rebellious athletes to promote its shoes, the 'bad boys' of basketball, tennis & football, and therefore the Nike brand has connotations of rebelliousness

40. Keywords • Dialogue • Bandwagon • Demographics • Facebook • Blogs • Twitter • YouTube • Privacy Settings • Data Protection • “Control” what you post

41. Video Questions • Traditional Technique – What are different traditional methods? • What the New media and techniques? • Blogs/podcasts/YouTude/ Facebook/ Twitter • How do advertisers target customers?

42. Resources • Recent Developments in Digital Art • Siggraph

45. Mood Board

47. E-mag and other promotional materials Label colours and visual effects (shadow, glow, bevel)

49. Font Style http://www.mega80s.com/ Fill Effect http://www.mega80s.com/ Space Invader Stoke Colour #FF6992 Fill Colour #FF5722 Fill Effect Fill Effect: Shape Edge: Feather (3) Shape fill: Gradient Ellipse Colours: #9933CC (purple) #E70CF3 (pink) #3333CC(blue) http://www.mega80s.com/

50. Poster Design Success Criteria • Colour scheme (2-3) • No more than 2 font styles • Bold Title • Enhance images using Filters, Adjustments and Inside shapes • Interesting layout • Logo – Online Tool or Photoshop • Use shapes • Use different font sizes • Make the most important information stand out