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Branding & Advertising

November 15, 2016 in uncategorised

Branding & Advertising

“Overall, because branding is about creating and sustaining trust, it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else” (Wally Olins, 2003)

First of all, what is a brand? A term brand can mean or signify many things. For me, a brand means distinction, promise, status, and story. In our competitive business world with countless numbers of brands, being able to stay relevant, to stand out, to communicate their core values, and to cultivate customer relationships have become extremely challenging.

According to this week’s lecture, a brand should includes name & logo (identity) and vision which provides clarity, facilitate decision making, fosters cultures, and aids communication. Design Council suggests that the brand personality could be managed through graphic design, tone of voice, dialogue, and customer service. Nevertheless, I personally believe that a single diagram by Design Council below describes the best of what a brand really means in the business context:

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Design Council

At the core of the brand, there should be a big idea. A big idea in simple explanation is what it wants to and actually does to make itself different from others. By clearly defining a big idea of a brand, it will lead to realise why a brand exist in the first place, core benefit & values, target customers, and attributes of a brand to be identified with and stand out from the competition.

Countless numbers of new brands are emerging and vanishing every seconds. With free access of information and knowledge along with wide spread use of advanced technology lead to plethora of brands in our modern market place. Customers are becoming more knowledgable and educated, requiring better quality products and services. Communication and interaction between brands and customers have changed with the emergence of smart phones and social media. Conventional push marketing strategies through massive advertisements from the past no longer help brands to flourish. Our generation entered the ‘age of experience’.

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In order for brands to stay relevant and successful, now the brands must be experienced, not purchased because brand experience become essence and translated into brand promises while fulfilling these promises generate branded customer experience. At the same time, experiences also must be branded because branded customer experiences translated into brand values which in turn create overall brand image which is the essential factor for success.

As brands’ communication generally delivered through advertisement, it is also important to explore the landscape of advertising & media channels in our market place. The following diagram have been provided from this week’s lecture:

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In addition, following diagram illustrates the essential components of brand design from the marketing and advertising aspects:

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In our competitive business world, selling good quality products and services are given. In order to stay competent, I learned that brands need to communicate the right messages through appropriate advertising and media channels while carefully designing every touch-points of customer interaction to create optimal brand experience. Only the brands that could provide valuable and memorable experiences will survive. Brands need to be experienced and experiences need to be branded.

[FUN|DMC]

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