BRANDING Written by Joe Roukin, Havering Sixth Form College. Acknowledgements: Citigate Lloyd Northover
Why is branding so important?
So, what exactly is a brand?
Branding in the early days...
‘Invented in the 19th century to reassure customers they were getting the real McCoy, brands have long been the way shoppers navigate in a sea of unknowns.’ ‘Brands up’ by Sally Kinnes The Guardian
A straightforward branding model promise
brand platform performance
personality
TV ADVERTS
What else makes brands so important?
Brands identify and lay claim to what you own and what you offer
Brands help distinguish you and your products from others
Brands help distinguish you and your products from others
Brands communicate appropriate qualities and attributes
Brands communicate appropriate qualities and attributes
Brands can provide a strong sense of identification
Producing fierce product loyalty
And contributing to the person’s own image
Brands provide opportunities for premium pricing
Brands provide opportunities for premium pricing
Brands can become extraordinarily valuable company assets
Logo’s