Most advertising today is about communicating the complex range of messages about a product known as branding.
A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer.
A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, the adidas three stripes).
Brand Identity is created by using the following:
1. Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence
2. Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo
3. Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour
4. Brand Values – what does it stand for/against?
5. Brand Appearance - What does it look/sound/taste like?
6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years?
7. Emotional benefits – how it avoids/reduces pain or increases pleasure
8. Hard benefits – bigger? better? cheaper? washes whiter?
As consumers, we tend to be more familiar with a whole brand, as opposed to individual products.
The process of advertising allows us to associate values with products that may not have a real connection to them - for instance, Nike has always selected rebellious athletes to promote its shoes, the 'bad boys' of basketball, tennis & football, and therefore the Nike brand has connotations of rebelliousness,
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