Presentation on theme: "Session.02. August 10.09 Prepared by: Jacky Cahyadi, S.Sn. VISUAL COMMUNICATION DESIGN 2.WHAT IS BRAND."— Presentation transcript:
session.02. August 10.09 Prepared by: Jacky Cahyadi, S.Sn. VISUAL COMMUNICATION DESIGN 2.WHAT IS BRAND
Donuts Search Engine Web Service Cellular Operator Cellular Phone Luxury Sedan Coffee Café Drinking Soda Shampoo Perfume Computer/Notebook MP3 Player Foot Wear What is in your mind?
A brand is not a logo, A brand is not a product. Remember:
A product is created by a company A brand is invented by our minds
A brand is not a thing that would like to say by a brand owner
A brand is a perception that would like to say by consumers
What is a Brand?
Very basically, a brand is a proprietary name for a product, service, or group (“group” is used to denote a company, corporation, organization, social cause, etc) On a more multifaceted level a brand is the sum total of all functional and emotional assets of the product, service, or group that differentiate it among the competition
Many ways to make our brand stand-out
Low Price Rinso vs Attack Avanza, mobil murah menggantikan mobil Kijang yang naik kelas Air Asia (Make everyone can fly with the best low cost airline)
Focusing on target audience Pepsodent ------- Family tooth paste Close Up -----------Youth teens tooth paste Sensodyne -------------Healthy tooth paste
New Category Pocari Sweat ------- Pengganti Ion tubuh Mi Zone -----------Mengembalikan stamina Biore for Men ------- Facial wash untuk kaum pria
Differentiation, that’s the power of a Brand
Brand Name. Sometimes the name is so weird that we have never heard before, what is it.
MACS 909/BBDO/LOWE/Leo Burnett Yahoo!/Google/Bing Grohe PIXAR Renderman Leica Macintosh
Landor said, We know that name because we are a consumer player in this industry segmentation or its product is a global segments used
When building a new brand, these four disciplines can be viewed from left to right as sequential phases of development. When working with existing brands, however, each of the disciplines operates concurrently. they are interdependent and work together over time.
Brand = Branding ?
When brands were introduced, it was the brand name, brand promise, and logo and packaging that established the brand identity. Now, branding has grown to include the entire development process of creating a brand, brand name, brand identity, brand innovation, brand activation, and brand experience
Many type of Branding Strategy, you can find them on literature in library. One of them is Rejuvenation Brand
Product Cycle Phenomenon When products were introduced, people always ask WHAT IS IT? After they know those names, people ask again WHAT IS THE BENEFIT AND FEATURES? After know its benefits WOULD I LIKE THIS GOODS? And the last, they will…. I MUST HAVE IT ONE
Brand Innovation and Brand Activation
Brand Innovation Ketika masuk ke pasar “persaingan” Muncul fenomena “harga murah” Ditandai dengan perang servis dan distribusi Inovasi diikuti oleh innovator dan early adopter dan ketika masuk ke pasar persaingan,muncul followers. Contoh: Blackberry, iPhone
Brand Activation How to build a brand awareness Product Trial Relationship between customer and distributor Event, Sampling, Media, just tools!
Many type of Branding, you can find them on literature in library. One of them is a destination branding to be continue to the next brief, next week What is a destination branding?
Literatures: Wheeler, Aliana. Designing Brand Identity. Hoboken, New Jersey, USA: john Wiley & Sons. Inc. Robin Landa (2007).Designing Brand Experience. New York, United States of America: Thomson Delmar Learning Publishers Brandna, It’s a Brand Magazine (Once 2 months) and many more…