Brand Identity - .Brand Identity ... Walter Landor! Brand! Brand...

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Transcript of Brand Identity - .Brand Identity ... Walter Landor! Brand! Brand...

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    Brand

    Identity

    .

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    - ! 2

    Hello test, hello test!!

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    i what?

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    Products are made in the factory, !but brands are created in the mind" ! Walter Landor!

    Brand!

    Brand

    ?!2

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    ?0

    - office 35-60 ... -2- ... M-1502

    - ... , 2

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    :

    :

    ?

    2V2

    V V2

    V V V 2

    V V V V2

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    ?

    ?!2

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    22

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    ?

    - !

    - !

    - CI (Corporate Identity) (Brand is not

    what you say you are)!

    - (Brand is what customers say what you are)!

    - !-

    !

    !

    .2

    (Heritage)2

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    Fake it until you make it! () 2

    (Heritage) 2

    ?

    2

    (Heritage) 2

    22

    !

    ?2

    (Identifier) 2

    2 ! !

    ?2

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    (Brand Representative)!

    !

    VW ?2

    (Brand Personality) 2

    ... ?!!

    ? 2

    (Brand Essence)!

    Essence

    !

    2

    !

    Volvo ?2

    ?

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    (Heritage)!

    !

    (Identifier)!

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    (Brand Representative)2

    VW VW2

    (Brand Persoanlity)!

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    (Brand Esssence)!

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    ! !

    0

    ?2+ 2

    + !

    (Relevant)2

    ? 0

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    ? 2

    !

    ?2

    !

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    Brand Driven () !

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    Brand Driven () 0

    1. Service Driven2

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    Brand Driven () 0

    2. Environment Driven2

    Brand Driven () 0

    3. Communication Driven2

    Brand Driven () 0

    4. Product Driven 2

    ! ! ! 2

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    (Identity) !

    0

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    ( --) (-) 2

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    identity

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    https://www.gotoknow.org/posts/4506152

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    - 2

    0

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    2

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    0(Brand Identity)!

    (Brand Identity) 0

    2

    0

    1. 2- ?2

    - ?2

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    2. 2

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    3. 2

    - 2

    2

    4. 2- ?2

    0

    5. 2- 2

    -

    ? ( VS )2

    2

    6. 2- 2

    ()2

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    0

    7. 2- (-)2

    - ? () 2

    2

    8. /

    2

    (Brand Identity) 0

    : http://clearstonestudios.com/brand-identity/!

    0

    !

    Bangkok 1st Time - 2

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    (Naming) 0

    1. (Founder)22

    2. (Descriptive)2

    2

    3. (Fabricated)2

    24. (Myth and Legend)2

    2

    5. (Acronym)2

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    6. (Mix and Match)2

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    1. (Short, Easy, and Memorable)22

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    2. (Meaningful)2

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    23. (Descriptive)2

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    2

    2

    4. (Unusual)2

    5. (Multiple)!!

    !

    6. (Positive)!

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    !7. (Visual)!

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    !

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    8. (Different)!

    9. (Future Oriented) !!

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    !

    !

    10. (International) !

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    11. (Protectable)

    !

    !

    4

    !1. ( / ) !

    2. !

    3. !

    4. !

    !

    (Logo Design)!

    !

    !

    (Logo Categories) 4 !

    1. (Letter Form)!

    2. (Pictorial Form)!3. (Abstract Form)!

    4. (Combination Form)0

    (Logo Categories) !

    1. (Letter Form) !2

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    (Logo Categories) !

    2. (Pictorial Form) !

    2

    2

    (Logo Categories) !

    Shell 2

    (Logo Categories) !

    3. (Abstract Form) !

    2

    (Logo Categories) !

    4. (Combination Form)! Abstract

    2

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    (Logo Categories) !

    4. (Combination Form)!...2

    : Ivan Charmayeff, Thom Geismar, and Steff Geisbuhler:

    / 2

    BKK 1st Time - 2

    (Slogan) / (Statement)!

    !

    01. Imperative !

    Nike: Just do it / Apple: Think Different!

    2. Descriptive !

    : / : !

    3. Superlative !Lufthansa: Theres no better way to fly / !National Guard: Americans at their best!

    4. Provocative !

    Sear: Where else? / Viagra: Let the dance begin!

    5. Specific !Volkswagon: Drivers wanted / eBay: Happy hunting!

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    (Slogan) !

    :

    Brand Identity vs Brand Image!

    (Brand Identity) 0

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    (Brand Image) 0

    vs

    2

    2

    2

    V : http://www.investopedia.com/terms/b/brand-identity.asp2

    Brand Identity vs Brand Image!

    : http://abettercopy.com/Brand_identity_and_design/!

    GAP ? 0

    statement0

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    Verbal or Visual Identity0

    2

    (Keep)!- 2

    - 2

    - 2

    (Loose)!- 2

    - 2

    - 2

    (Add)!- 2

    - 2

    - 2

    - (Global)2- (Local)2

    - 2

    2

    Case study: Mr. Lee!

    Mr. Lee... Mr. Lee Mr. Lee...

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    Mr. Lee... + Mr. Lee... Mr. Lee

    Mr. Lee Mr. Lee

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    Mr. Lee... Mr. Lee

    + +

    THE END

    0!

    . (2548). . : .!Reyes, Fabiola. (2008). Pack! Alternative Packaging Designs of Today. Singapore: Page One.!

    Schmitt, Bernd, & Simonson, Alex. (1997). Marketing Aesthetic: The Strategic Management of Brands, 0 Identity, and Image. New York: Free Press.!

    . (2557). 6 []. : http://www.designil.com/!

    how-to-logo-design-tips.html[5 .. 2557] !!

    Special Thanks: Mr. David Smithson, Creative director, Landor, Central Hong Kong!

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