Memo4

1. How to design and implement visual brand identity?
"Visual identity is a way to represent the brand through critical components: names, logos, typefaces, and colors. An identity system spells out how to present a unified front to others, allowing an individual entity"  (https://umark.wisc.edu/brand/visual-identity-system.php)

The visual brand identity or corporate design can be explained as “the graphic components that all together provide a system for identifying and representing a brand. The basic elements of a brand’s visual identity might comprise distinctive versions of the following” (Clifton et al., 2009, p.113)

• logotypes
• symbols
• colors
• typefaces

(http://www.diva-portal.org/smash/get/diva2:437222/FULLTEXT01.pdf)


2.How to communicate brand identity through visual elements?
First of all you need the brand concept to be clear for you and others: so that it directly communicates who or what it is? what is it's purpose? and who is the target audience? the logo design should represent these elements.

When designing the visual identity take these key element into consideration:

• Symbolism
• Color theory
• Text content

And ultimately cater to your target audience. Through market research; ascertain their likes, dislikes and what would visually create the strongest response and call to action.
(https://digitalmarketingroom.wordpress.com/2013/03/24/visual-communication-creating-an-effective-brand-identity/)


3. How to take cultural differences into consideration when designing visual brand identity?
When designing the visual brand identity that is going to be international. You have to take in consideration The possible misunderstandings and meanings of the use of words, pictures or colors in different cultures.

Memo 3

What is the difference between brand identity and brand image?

	Brand Identity	Brand Image
1	Brand identity develops from the source or the company.	Brand image is perceived by the receiver or the consumer.
2	Brand message is tied together in terms of brand identity.	Brand message is untied by the consumer in the form of brand image.
3	The general meaning of brand identity is “who you really are?”	The general meaning of brand image is “How market perceives you?”
4	It’s nature is that it is substance oriented or strategic.	It’s nature is that it is appearance oriented or tactical.
5	Brand identity symbolizes firms’ reality.	Brand image symbolizes perception of consumers
6	Brand identity represents “your desire”.	Brand image represents “others view”
7	It is enduring.	It is superficial.
8	Identity is looking ahead.	Image is looking back.
9	Identity is active.	Image is passive.
10	It signifies “where you want to be”.	It signifies “what you have got”.
11	It is total promise that a company makes to consumers.	It is total consumers’ perception about the brand.

Focus on shaping your brand identity, brand image will follow.

http://www.managementstudyguide.com/identity-vs-image.htm

Compare different brand identity models

According to David Aaker, brand identity has 12 dimensions which are organized around 4 perspectives:

1. Brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin)
2. Brand-as-organization (organizational attributes, local versus global)
3. Brand-as-person (brand personality, brand-customer relationships)
4. Brand-as-symbol (visual imagery/metaphors and brand heritage).

According to Aaker, Brand identity includes also core and extended identity.

The core identity—the central, timeless essence of the brand—is most likely to remain constant as the brand travels to new markets and products.

The extended identity includes various brand identity elements, organized into cohesive and meaningful groups.

http://marketinglessons.in/2015/03/16/aaker-model-defining-brand-identity/

According to Kapferer Brand identity is formed by six different traits. These six traits are divided in two dimensions:

"1) Constructed source vs. the constructed receiver: a well-presented brand has to be seen as a person (constructed source: physique and personality) and also as the stereotypical user (constructed receiver: reflection and self-image).

2)Externalisation vs. internalisation: a brand has social aspects that define its external expression (externalisation: physique, relationship and reflection) and aspects that are incorporated into the brand itself (internalisation: personality, culture and self-image)." (http://www.slideshare.net/Zeynepkn/kapferer-brand-identity-prism) 

1) Physique –  Physique is the basis of the brand. It may include product features, symbols and attributes.

2) Personality –  Personality defines what personality will the brand assume if it were a person. Personality includes character and attitude.

3) Culture –  Culture takes a holistic view of the organization, its origins and the values it stands for.

4) Relationship –  The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world.

5) Reflection –  What does the brand represent in the customers mind or rather the customer mindset as reflected on the brand

6) Self image –  How does the customer see himself when compared to the brand. Example –  A customer might see himself capable or incapable of buying a BMW car.

Pepsi's brand identity prism:

http://www.marketing91.com/brand-identity-prism-pepsi/

How do brand identity and brand image affect business?

Brand identity doesn't directly affect the business but it affects the brand image which affects business. Brand identity is about who how company perceives themselves and brand image is how others see your brand. Brand image is directed towards the customers, so if the brand image is bad the business usually won't be doing well.

Memo2

1.      What is IMC about and how does it work in practice? Name a few examples.

• Who is in charge of, what do you coordinate, IMC and how?

IMC stands for integrated marketing communications. This is an approach to achieve the objectives of marketing campaign. This is used by organizations to brand and coordinate their marketing efforts across multiple channels. There is used different promotional methods both traditional and digital media, such as blogs, magazines, television, radio, search engine optimization and so on. 

Because marketing efforts have changed from mass advertising to niche marketing, companies have started using IMC more to develop more cost-effective campaigns that will still deliver consumer value.

"As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.""

Source: Boundless. “Introduction to Integrated Marketing Communications.” Boundless Marketing. Boundless, 21 Jul. 2015. Retrieved 04 Feb. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integrated-marketing-communications-81/introduction-to-integrated-marketing-communications-403-4061/

Read more: http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html#ixzz3zEQp9SzE

2.      How can a company synchronize communication tools/channels to give a consistent message?

DeSantis Breindel's white paper on synchronized marketing, "synchronization goes beyond integration, allowing the voice of the brand to speak to every target, through every relevant discipline at every touch point."

Synchronized marketing's core is based on the brand's voice and message. Integrating your marketing is great; however, synchronized marketing is more than one campaign. It's the overall marketing and branding strategy. It's taking all of your marketing platforms and having them working together simultaneously, with your consumer in mind.

It's no longer just about integrating your marketing efforts; it's about keeping them "in sync" with each other, and more importantly, "in sync" with your overall brand message. Synchronized marketing takes the ideas of integrated marketing communications and expands upon them in a persona-focused approach.

o   Defining brands focus and reinforcing it continuously

o   Staying consistent on various platforms

o   Connecting your various platforms

o   Participating in and encouraging dialogue with your customers

o   using your own content

http://blog.hubspot.com/insiders/synchronized-marketing

3.      What are common mistakes in IMC? Give a few examples.

o Failure to distinguish positioning (what you say) from ad creative (how you say it)

o Mistaken assumptions about consumer knowledge

o Improperly positioned

o Failure to break through the clutter

o Distracting, overpowering creativeness

o Failure to use supporting media

o Changing campaigns too frequently

o Substituting frequency for quality

http://www.slideshare.net/yacikay/integrating-marketing-communication