In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer’s brand association as well as relationships with members of the supply chain.
“Innovation is the multi-stage process whereby organizations transform ideas into new/improved products, service or processes, in order to advance, compete and differentiate themselves successfully in their marketplace” Innovation is production or adoption, assimilation, and exploitation of a value-added novelty in economic and social spheres; renewal and enlargement of products, services, and markets; development of new methods of production; and the establishment of new management systems. It is both a process and an outcome.
In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company’s portfolio are related to, and differentiated from, one another. The brand architecture should[according to whom?] define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand-valuation model techniques. One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive realities brands face in the marketplace.
communication, content is the information and experiences that are directed toward an end-user or audience. Content is “something that is to be expressed through some medium, as speech, writing or any of various arts”. Content can be delivered via many different media including the Internet, cinema, television, radio, smartphones, audio CDs, books, e-books, magazines, and live events, such as speeches, conferences, and stage performances. Content itself is what the user derives value from. Thus, “content” can refer to the information provided through the medium, the way in which the information was presented, as well as the added features included in the medium in which that information was delivered. The medium, however, provides little to no value to the end-user without the information and experiences that make up the content. Communication theory philosopher Marshall McLuhan famously coined the phrase, “The medium is the message.” In the case of content, the channel through which information is delivered, the “medium”, affects how the end user perceives content, the “message”. Another important thing about content, especially when it comes to professional content writing, is the value that you deliver. Unless your content is useful to the readers, it is not going to be useful to you or your brand.
Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors.This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Competitor analysis is an essential component of corporate strategy. It is argued that most firms do not conduct this type of analysis systematically enough. Instead, many enterprises operate on what is called “informal impressions, conjectures, and intuition gained through the tidbits of information about competitors every manager continually receives.” As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis. It is important to conduct the competitor analysis at various business stages to provide the best possible product or service for customers.
Audience analysis is a task that is often performed by technical writers in a project’s early stages. It consists of assessing the audience to make sure the information provided to them is at the appropriate level. The audience is often referred to as the end-user, and all communications need to be targeted towards the defined audience. Defining an audience requires the consideration of many factors, such as age, culture and knowledge of the subject. After considering all the known factors, a profile of the intended audience can be created, allowing writers to write in a manner that is understood by the intended audience.
A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand’s customers, its owners and shareholders. Name brands are sometimes distinguished from generic or store brands. The practice of branding – in the original literal sense of marking by burning – is thought to have begun with the ancient Egyptians, who were known to have engaged in livestock branding as early as 2,700 BCE.Branding was used to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that “brand” now suggests the values and promises that a consumer may perceive and buy into. Over time the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil, wine, cosmetics, and fish sauce and, in the 21st century, extends even further into services (such as legal, financial and medical), political parties and people (e.g. Lady Gaga and Katy Perry). Branding in terms of painting a cow with symbols or colors at flea markets was considered to be one of the oldest forms of the practice.
Brand audit can be stated as the assessment of the current position of the brand as compared to the rivals in the market. In simpler words, brand audit can be stated as a health check up for the business entity. The typical elements that are included in auditing a brand are namely, 1 – Strategy Review 2 – Market Research & Review 3 – Communications & Brand Collateral Review 4 – External information and research 5 – Employee Research 6 – Human Resource Reviews It helps in evaluating the strengths, weaknesses and inconsistencies in the business scenario. This would enable the brands to address the problematic areas and solve the inconsistencies thereby, developing the brand.
Graphic design is the art, profession and academic discipline whose activity consists in projecting visual communications intended to transmit specific messages to social groups, with specific objectives. Therefore, it is an interdisciplinary branch of design whose foundations and objectives revolve around the definition of problems and the determination of objectives for decision-making, through creativity, innovation and lateral thinking along with digital tools, transforming them for proper interpretation. This activity helps in the optimization of graphic communications (see also communication design). It is also known as visual communication design, visual design or editorial design.
Web design encompasses many different skills and disciplines in the production and maintenance of websites. The different areas of web design include web graphic design; user interface design (UI design); authoring, including standardised code and proprietary software; user experience design (UX design); and search engine optimization. Often many individuals will work in teams covering different aspects of the design process, although some designers will cover them all. The term “web design” is normally used to describe the design process relating to the front-end (client side) design of a website including writing markup. Web design partially overlaps web engineering in the broader scope of web development. Web designers are expected to have an awareness of usability and if their role involves creating markup then they are also expected to be up to date with web accessibility guidelines.
Motion graphic design is a subset of graphic design in that it uses graphic design principles in a filmmaking or video production context (or other temporally evolving visual media) through the use of animation or filmic techniques. Examples include the kinetic typography and graphics used in film and television opening sequences, and the spinning, three-dimensional station identification logos of some television channels. The art form has been around for decades, and has advanced in technical sophistication over time. Motion graphic design is often used in the film industry. Openings to movies, television shows, and news programs can use photography, typography, and motion graphics to make the introduction Motion graphic design has also achieved widespread use in content marketing and advertising. With global technology firm Cisco projecting that 82 percent of all web traffic will be video by 2022, marketers and advertisers have focused much of their efforts on the production of high-quality branded video and motion graphic content. Motion graphics also can be used to create videos and cartoons. For example, you can use videos, photos, and text to create a video with a voice-over to sell a product. Also, animate a logo or text using motion design. Now everyone uses motion design to make it easier for the audience and interesting for them. Motion graphics is a power that will catch your eyes into it. Motion graphic uses a lot of different tools and techniques and a lot of skills.
Art director is the title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, film and television, the Internet, and video games. It is the charge of a sole art director to supervise and unify the vision of an artistic production. In particular, they are in charge of its overall visual appearance and how it communicates visually, stimulates moods, contrasts features, and psychologically appeals to a target audience. The art director makes decisions about visual elements, what artistic style(s) to use, and when to use motion. Despite the title, an advertising art director is not necessarily the head of an art department. In modern advertising practice, an art director typically works with a copywriter as a creative team. In advertising, an art director makes sure the client’s message is conveyed to their desired audience. They are responsible for the advertising’s visual aspects, while working with other team members such as the graphic designer. They work together to devise an overall concept (also known as the “creative” or “big idea”) for the commercial, mailer, brochure, or other advertisements. The copywriter is responsible for the textual content, the art director for the visual aspects. But the art director may come up with the headline or other copy, and the copywriter may suggest a visual or the aesthetic approach. Each usually welcomes suggestions and constructive criticism from the other, as such collaboration often improves the work.
At the very basic level, logos are symbols made up of text and images that help us identify brands we like. But they can be so much more! A good logo is the cornerstone of your brand. It helps customers understand what you do, who you are and what you value. That’s a lot of responsibility on a tiny image! Here’s the definition of what a logo is and how to make the most of it. A logo is a symbol made up of text and images that identifies a business. A good logo shows what a company does and what the brand values. Logo design is all about creating the perfect visual brand mark for a company. Depending on the type, a logo usually consists of a symbol or brandmark and a logotype, along with a tagline.
In marketing and sales, marketing collateral is sometimes considered the collection of media used to support the sales of a product or service. Historically, the term “collateral” specifically referred to brochures or sell sheets developed as sales support tools. These sales aids are intended to make the sales effort easier and more effective. The brand of the company usually presents itself by way of its collateral to enhance its brand through a consistent message and other media, and must use a balance of information, promotional content, and entertainment.
Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, institutional, industrial, and personal use. Package labeling (American English) or labelling (British English) is any written, electronic, or graphic communication on the package or on a separate but associated label.
Brand Guidelines (also commonly referred to as “brand standards”, “style guide” or “brand book”) are essentially a set of rules that explain how your brand works. These guidelines typically include basic information: An overview of your brand’s history, vision, personality and key values. Brand message or mission statement – including examples of ‘tone of voice’. Logo usage – where and how to use your logo including minimum sizes, spacing and what not to do with it. Colour palette – showing your primary and secondary colour palettes with colour breakdowns for print, screen and web. Type style – showing the specific font that you use and details of the font family and default fonts for web use. Image style/photography – examples of image style and photographs that work with the brand. Business card and letterhead design – examples of how the logo and font are used for standard company literature. If you’re just starting out and you only require a few key marketing tools at this point, focusing on the above areas may be enough. However, to make sure all your bases are covered, you may choose to go with a more detailed Brand Book that also includes: – Design layouts and grids – Social media profile page applications – Brochure/flyer layout options – Website layout – Signage specifications – Advertising treatments – Merchandising applications – Copywriting style (a.k.a. “tone of voice”) – Editorial guidelines Brand guidelines should be flexible enough for designers to be creative, but rigid enough to keep your brand easily recognizable. Consistency is key, especially if you need the brand to extend across multiple media platforms.
Identity – or visual identity, or visual identity system, or brand identity system – is a package of visual devices that an organization uses to communicate the brand, such as graphic imagery, a color system, fonts and yes, a logo. A visual identity system is the consistent use of logos, colors and typography. Over time, this visual identity — or “look” — becomes associated with the organization, and thereby reinforces its messages and personality. Visual brand Identity is the unique “system” of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company’s values and personality through compelling imagery and design style. This “System”, properly designed, results in an emotional connection between the brand and the consumer. Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers. Successful Visual Brand Systems creates a memorable experience for the consumer, encouraging repeat business and boosting the company’s economic health. It is a long-term creative solution that can be leveraged by an executive team to showcase their brand’s unique personality.
Infographics (a clipped compound of “information” and “graphics”) are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly. They can improve cognition by utilizing graphics to enhance the human visual system’s ability to see patterns and trends. Similar pursuits are information visualization, data visualization, statistical graphics, information design, or information architecture. Infographics have evolved in recent years to be for mass communication, and thus are designed with fewer assumptions about the readers’ knowledge base than other types of visualizations. Isotypes are an early example of infographics conveying information quickly and easily to the masses. Infographics have been around for many years and recently the increase of a number of easy-to-use, free tools have made the creation of infographics available to a large segment of the population. Social media sites such as Facebook and Twitter have also allowed for individual infographics to be spread among many people around the world. Infographics are widely used in the age of short attention span.