why are brands so important?

20
WHY ARE SO IMPORTANT? BRANDING, DESIGN & MARKETING

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Page 1: Why are brands so important?

WHY ARE

SO IMPORTANT?

BRANDING, DESIGN & MARKETING

Page 2: Why are brands so important?

THE TERM “BRAND” HAS NOWPERMEATED JUST ABOUT EVERYASPECT OF SOCIETY, AND CAN BEEASILY APPLIED TO:

BRANDING, DESIGN & MARKETING

Page 3: Why are brands so important?

COMPANIES, SERVICES, UTILITIES,CHARITIES, FOOTBALL TEAMS ANDEVEN GOVERNMENT INITIATIVES!

BRANDING, DESIGN & MARKETING

Page 4: Why are brands so important?

BRANDING, DESIGN & MARKETING

SO HERE’S OUR

OF WHY BRANDS ARE SO IMPORTANT.

Page 5: Why are brands so important?

BRANDING, DESIGN & MARKETING

IT’S A PERSON’S GUT FEELING ABOUT THATCOMPANY, PRODUCT OR SERVICE.IT’S A GUT FEELING BECAUSE WE’RE ALL EMOTIONAL, INTUITIVE BEINGS,DESPITE OUR BEST EFFORTS TO BE RATIONAL. IT’S A PERSON’S GUT FEELING,BECAUSE IN THE END, THE BRAND IS DEFINED BY INDIVIDUALS, NOT BYCOMPANIES, MARKETS, OR THE SO CALLED GENERAL PUBLIC.EACH PERSON CREATES HIS OR HER OWN VERSION OF IT.WHILE COMPANIES CAN’T CONTROL THIS PROCESS, THEY CAN INFLUENCE IT BYCOMMUNICATING THE QUALITIES THAT DIFFERENTIATE THEIR COMPANY FROMOTHERS IN THE MARKET PLACE.

>ONE.

Page 6: Why are brands so important?

BRANDING, DESIGN & MARKETING

EACH PERSON CREATES HIS ORHER OWN VERSION OF IT.WHILE COMPANIES CAN’T CONTROL THIS PROCESS, THEYCAN INFLUENCE IT BY COMMUNICATING THE QUALITIESTHAT DIFFERENTIATE THEIR COMPANY FROM OTHERS INTHE MARKET PLACE.

>ONE.

Page 7: Why are brands so important?

BRANDING, DESIGN & MARKETING

AS CONSUMERS IN A CONSUMER SOCIETYWE ALL USE BRANDS EVERYDAY TO HELPUS DEFINE OUR VALUES, OUR LIFESTYLESAND OUR GOALS.

>TWO.

Page 8: Why are brands so important?

BRANDING, DESIGN & MARKETING

WE ALL KNOW THAT PRODUCTS THAT AREWELL BRANDED SELL BETTER THANTHOSE THAT AREN’T.

THE EXACT SAME IS TRUE OF COMPANIES.

>THREE.

Page 9: Why are brands so important?

BRANDING, DESIGN & MARKETING

SOME OF THE WORLD’S MOSTVALUABLE BRANDS AREBUSINESS TO BUSINESS.

>FOUR.

Page 10: Why are brands so important?

BRANDING, DESIGN & MARKETING

EVERY ORGANISATIONHAS “CONSUMERS” OFSOME KIND.

>FIVE.

Page 11: Why are brands so important?

BRANDING, DESIGN & MARKETING

IF YOU DON’T HAVE A BRAND YOU HAVEA COMMODITY, AND COMMODITIESHAVE A LIMITED SHELF LIFE.

>SIX.

Page 12: Why are brands so important?

BRANDING, DESIGN & MARKETING

THEY CAN BE IMITATED, UNDERCUTAND EVENTUALLY FORCED OUT OFTHE MARKET.

>SIX.

Page 13: Why are brands so important?

BRANDING, DESIGN & MARKETING

PEOPLE FORM RELATIONSHIPSWITH BRANDS.

>SEVEN.

Page 14: Why are brands so important?

BRANDING, DESIGN & MARKETING

CUSTOMERS ALWAYS HAVE A CHOICE.THEY DO NOT CHOOSE COMPANIES.THEY CHOOSE BRANDS THEYBELIEVE IN.

>EIGHT.

Page 15: Why are brands so important?

BRANDING, DESIGN & MARKETING

WHEN QUALITY IS A GIVEN,CUSTOMERS WILL SEEKSOMETHING ELSE.

>NINE.

Page 16: Why are brands so important?

BRANDING, DESIGN & MARKETING

WHEN ALL OTHER VARIABLES AREEQUAL, IT IS ON AN EMOTIONALLEVEL THAT PEOPLE RESPOND.

>NINE.

Page 17: Why are brands so important?

BRANDING, DESIGN & MARKETING

DESIRABILITY FORMS THE BASIS OFPERSONAL CHOICE.EMOTION IS THE CURRENCY OF ABRANDS VALUE.

>TEN.

Page 18: Why are brands so important?

BRANDING, DESIGN & MARKETING

Our Top Tip:

Page 19: Why are brands so important?

BRANDING, DESIGN & MARKETING

THERE ARE BRAND CONSULTANTS WHOSPECIALISE IN BRANDING STRATEGIES ANDPOSITIONING WHO CAN GUIDE YOU THROUGHTHE WHOLE PROCESS AND ADD A FRESHPERSPECTIVE TO THE PROJECT.

>TOP TIP.