A short explanation of brand and how to design for it

1. Designing Brand

2. BRAND
brand

3. a name given to a product or service
A name, term, design, symbol, or any other feature that identifies one seller’s www.cogsci.princeton.edu/cgi-bin/webwn
good or service as distinct from those of other sellers. The legal term for a recognizable kind; "there's a new brand of hero in the movies now"; "what
brand is trademark. A brand may identify one item, a family of items, or make of car is that?"
all items of that seller. www.cogsci.princeton.edu/cgi-bin/webwn
www.scottmcnealy.com/businessplanning/GlossaryProductDevelopment
Terms.htm
A name, number, term, sign, symbol, design What is Brand?
or combination of these elements that an organization uses to identify one or
A unique and identifiable symbol,
association, name or trademark which
serves to differentiate competing products
or services. Both a physical and emotional trigger to create a
more products. relationship between consumers and the product/service.
www.bcbstx.com/glossary/ www.allaboutbranding.com/index.lasso
A name, number, term, sign, symbol, design, or combination of these elements
A design, mark, symbol or other device that distinguishes one line or type of that an organization uses to identify one or more products.
goods from those of a competitor. www.healthadvantage-hmo.com/customer_service/terms.asp
www.powerhomebiz.com/Glossary/glossary-B.htm a trademark or trade name that identifies a product, a distributor, a producer
A name, term, design, symbol, or any other feature that identifies one seller's or a manufacturer.
good or service as distinct from those of other sellers. The legal term for www.abc.net.au/eightdays/glossary/default.htm
brand is trademark. A brand may identify one item ,a family of items, or Product identification by word, name, symbol, design, or a combination of
all items of that seller. these.
www.pdmamn.org/NPD%20Glossary.htm www.fluidcommunications.biz/marketing/marketing_definitions.htm
That combination of name, words, symbols, or design that identifies the product A brand is a mixture of attributes, tangible and intangible, symbolised in a
and its source and distinguishes it from competing products-the trademark, which, if managed properly, creates value and influence.
"Value" has different interpretations: from a marketing or consumer
fundamental differentiating device for all products. (Ch. 5, 6) perspective it is "the promise and delivery of an experience"; from a
highered.mcgraw- business perspective it is "the security of future earnings"; from a legal
hill.com/sites/0072415444/student_view0/glossary.html perspective it is "a separable piece of intellectual property." Brands
a mark or symbol identifying or describing a product and/or manufacturer, that offer customers a means to choose and enable recognition within
is embossed, inlaid or printed. cluttered markets.
www.nahad.org/ihag/section_2.htm www.hidp.org/programmer/glossary.html
A name, term, design, symbol, or any other feature that identifies one seller's
A noun. A proper noun that is attached to an individual, a firm, a product or a good or service as distinct from those of other sellers. The legal term for
service. Any proper noun may be a brand. Any individual or firm is a brand is trademark. A brand may identify one item, a family of items, or
brand. A successful brand offers differentiating values for buyer all items of that seller.
appreciation. www.shapetomorrow.com/resources/b.html
www.jaffeassociates.com/JaffeNews/00BrandGlossary.html A name, term, design, symbol, or any other feature that identifies one seller's
The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise good or service as distinct from those of other sellers. p. 269
mark branded on the article itself, the vessel which contains the article, users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html
the wrapper which covers it, the cork of the bottle, etc., to guarantee its A printed symbol of ownership that a company hopes consumers will associate
being genuine, etc. Madame Clicquot, of champagne notoriety, died in with quality.
1866. He has the brand of villain in his looks. It was once customary to www.jscfcu.org/kidglossary.htm
brand the cheeks of felons with an F. The custom was abolished by law in
1822.
www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html
jargon for those things associated with a product name, such as the image or
concept in customers' minds about what it means to them
www.journalism-school.com/fgloss.htm
Umbrella term applied to everything from a name or logo, to the overall
reputation of an organization or product.

4. “I don’t know who you are.
I don’t know your company.
I don’t know your company’s products.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s reputation.
Now - What was it you wanted to sell me?”
McGraw-Hill Magazine Ad

5. This is a logo
• AKA a “mark”
• Not a brand…
brand is more

6. Brian Collins says…
• A brand is a symbol
that makes a promise
of an experience
• Pirates uses pirate
flags to promise
pillaging.
• Customers recognize
this promise and flee
or surrender.

7. David Aaker says
A mental box with
• Advertisements
• PR
• News articles
• Product
experiences
• Customer
experiences

8. Brand and the User Experience
Creating a good customer
experience is the essence of
good branding
Hugh Dubberly’s Model of Brand

10. What is a brand?
Strawman: A collectively held idea of a
company by its customers in reaction
to the messages the company sends
via advertising, product design and
public relations.

11. What is Brand Identity?
Brand Identity is the unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations represent
what the brand stands for and imply a promise
to customers for the organization members.

12. Aspects of Brand
• BRAND IMAGE
– How the brand is now perceived
• BRAND IDENTITY
– How strategists want the brand to
be perceived
• BRAND POSITION
– The part of the brand identity and
value proposition to be actively
communicated to a target
audience

13. Brand Management
Brand
Identity
Results
Strategy
Brand Strategist
Brand
Image
Brand
Position
Customers & Potential Messaging Marketing, PR,
Product
customers

14. Brand Management
Popular, fun,
goofy
expressive
Results
Strategy
Brand Strategist
Do you
Yahoo?
Customers & Potential Messaging Marketing, PR,
Product
customers

15. You deserve a break
today
Audience: Adults
Message: Treat
yourself, don’t
Audience: Anyone cook
Message: Every eats here, must
be good
Audience: Teens,
young adults
Audience:
Families Message: We’re
hip
Message:
it’s fun
here
Did these emerge from audience feedback, or
strategy?

16. Internal & External
Walmart’s greeters
Ritz-Carleton's “how may we be of
service?”

17. What’s going on here?

18. More than a Product
BRAND
Organizational
Associations Brand Personality
Symbols
PRODUCT
Country of Scope
Origin Attributes
Quality
Uses Brand-customer
Relationships
User Imagery
Emotional
Self-Expressive Benefits
Benfits

19. Brand Identity Planning
Extended
core
Brand As Product Brand as Brand As Brand As
Organization Person Symbol
1. Product Scope
1. Organizational 1. Personality 1. Visual
2. Product
Attributes Imagery and
Attributes 2. Brand-
metaphors
2. Local vs. customer
3. Quality/Value
Global relationship 2. Brand
4. Uses Hreritage
5. Users
6. Country

20. Extended
core
Brand As Product Brand as Brand As Brand As
Organization Person Symbol
1. Search
1. Hardworking, 1. Honest, but 1. Simple
2. Fast,
fun, cult playful. design, basic
comprehensive
html. Logo is
2.Global view 2. Always
3. “The best” not sacred.
there for you.
4. Find anything: 2. “old
research to fun internet’
5. Everyone
6. International

21. YOU
Extended
core
Brand As Product Brand as Brand As Brand As
Organization Person Symbol
1. ____________
1. ___________ 1.__________ 1. __________
2. ____________
2. ___________ 2. __________
3. ____________ ____________
4. ____________ 2.__________
5. ____________
6. ____________
From David Aaker’s Building Strong Brands. On Amazon

22. Consistency

24. What can be customized?

26. The Nature of Consistency
is how consistent must the property design be
to keep the brand consistent?

27. Everything on brand

28. Brand checklist
1. I can clearly define my mission when asked: Why do I exist?
2. I have a clearly defined promise for my customers.
3. My brand has a personality.
4. I have a tagline that communicates my brand promise in a
memorable way.
5. I have a logo that is simple and works (and I use it everywhere)
6. I have mapped my promise and personality into my customer’s
experience.
7. I have defined new hiring criteria for all new employees.
8. I have implemented training for new and existing employees.
9. I am my brand.