BRANDING: WHAT IS A BRAND

Introduction

In the era of startups, micro-enterprises and personal projects, knowing the principles of marketing and above all branding can make a real difference. In the previous article we talked about positioning and how this can be influenced by the strength of a brand.   When we talk about brands, exactly, what are we talking about?

When it comes to business communication, we need to understand the importance that the brand has for a company. Let's say that the Anglo-Saxon term “brand” can be translated into brand. But be careful, we are not talking about an image, a brand or a logo. Let's not even talk about the name of the company (in fact a company can have multiple brands), so what is the brand?


The brand: Identity card of a brand

A brand is not just a word, it is more like a " famous person" ... The brand has a certain physical appearance, conveys a certain  image , has its own  identity,  lives by values and enjoys a certain notoriety. Just like a person, they must know how to socialize and communicate with others, because they represent a projection of the company. Wanting to give a definition, we can say that:

The more “strong” a brand is, the more it will arouse thoughts, emotions and reactions in the consumer. The brand, therefore, represents the set of emotional meanings, the “promise “that the company makes to the consumer.


Brand Identity

The brand, as we have already said, has its own identity. The brand identity is comparable to the identity of a person. It is the expression of the company and consists of certain characteristics, well summarized by the   “prism of Caperer’s brand identity”.

Jean-Noel Caperer in his 1997 essay, Strategic Brand Management, defined brand identity through six fundamental dimensions, elaborating the famous “Caperer Prism ". Unlike the other branding models, Caperer’s one defines the identity of the brand through aspects that relate to its characteristics in relation to the characteristics of the consumer, the image expressed in relation to the perceived one.

                                                        Vintage Logo Design Ideas

We can therefore define the brand identity through these characteristics:

Physical appearance: the physical characteristics and visual elements of the brand (the brand, the logotype, the coordinated image);

Personality: The character of the brand. A brand can be aggressive (Ferrari), familiar (Barilla), transgressive (D&G)

Relationship with others: The relationship between the brand and the consumers;

Cultural whole: the brand embodies a system of values.

Reflected image: The image that the brand gives to the user. How the consumer would like to appear, how he wishes to be “seen” by others, as a consumer of a brand;

Mental representation: The image that the consumer has of himself and that must be confirmed by the brand (I choose the product that represents me). 

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