BUSINESS COMMUNICATIONS

School: Social SciencesFaculty: Public RelationsSudent: Ani AsatianiTopic: Brand, Identity, Communication

Brand

A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”

American Marketing Association

Brand…

Brand goal is… Reputation

Value

Loyalty Image

Communication Identity

Identity

The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand – and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.

Brand Identity

What is brand’s main

goal/idea?

How you can achieve

this?

What is its main

value/difference?

Brand Value

There exists general thougth about, that brand is a symbol of product and it has a value, which should be very important or on the contrary. Brand value is the thing, which helps us to differentiate our brand from other brands. In this case, brand has signficant value and for this people are ready to pay more.

vs2

1

3

Communication

Generally, comunication is a connection between consumers and brand and companies choose it corresponding to its strategy. The standard direction which we have to use in brand strategy at first, includes: name, logo, visual, colours, slogan and advertisign type. These element help us to sag our brand in consumers’ mind.

Four dimensional phase

MENTAL DIMENSION

SKILL TO CHANGE ATTITUDE

PSYCHIC/IDEAL DIMENSION

BRAND’S STRONG SIDE

FUNCTIONAL DIMENSION It is a skill to bring benefit for

consumers. „Law price, High quality, Nice atmosphere“

SOCIAL DIMENSION Skill to communicate with

people “We have the same values”

Brand

Brand Personification

Brand Personification is an interesting research technique for understanding how a Brand is perceived. This method implicate to make brand as a live organism or make it as same as human properties. Brand Personification leverages the fact that people usually find it far easier to talk about something they have words and images for – such as people, or makes of cars – than ethereal concepts like Brands.

vs Gender Age Image/Visual Marriage Work Lovely Thing Hobby Free Time

Male 25 years old “Cool boy” Girlfriend Businessman His car BMW X6 Tennis Clubs, girls,

travel…

Female 40 years old Looks good Family, husband, 3

children Wedding ring Shopping Cherity

Thanks for Attention!