brand identity
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brand identity
what's brand identity, how to build a strong brand identity
Curated by Danielle X
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The importance of colours in branding [infographic research]

The importance of colours in branding [infographic research] | brand identity | Scoop.it
Creating a new brand identity is a difficult task. The process is usually connected with a lot of research and designers have to look at a great amount of visual data to help them start creating. S...

Via Shivneel Chauhan
Danielle X's insight:

Interesting article..When people recall a brand, the first thing comes up in their mind is the logo of the brand, so color plays the major role in visual image of a brand in terms of brand recognition. I especially like the table in the article which shows what each color represents, its quite useful and interesting. When a business develops a brand, they really need to choose color for their brand very carefully, because color associates with peoples' feelings and emotions, which is quite important for business to build up consumer's feelings towards their brand and product.

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Flying_Ray's comment, March 21, 2013 4:58 AM
Really interesting article. Coke has maintained such a consistent brand image throughout the decades, while Pepsi seems to keep changing, unable to indefinitely decide who they want to be. You can see this in their advertising with how they keep switching back and forth with their "young/youth cola" positioning. As a result I imagine Coca-Cola has a much higher brand equity than Pepsi.
Gerry O'Beirne Dunn's comment, March 21, 2013 6:16 PM
Playing on consumers emotional side with colours is and interesting way to gain attention, and is used by other big brands like McDonalds, KFC and other fast food chains to instil hunger or other physical and emotional responses. In turn these responses may also help consumers recognize or recall brands they associate with particular colours.
Mohammed Bin Afif's comment, March 21, 2013 11:11 PM
Yes, very interesting article, it shows that colour is very important for brands and therefore it is the brand managers responsibility to ensure the colour is used in all advertising and is kept the same shade. An integrated marketing communication strategy will ensure the same colour is used throughout all advertising. It is also interesting to see that the colour generally stays the same, even when the logo changes, as seen with pepsi and coke in the article as people identify the colours with the brands.
Rescooped by Danielle X from IMC Report 2013
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The Importance of Branding for Businesses

The Importance of Branding for Businesses | brand identity | Scoop.it

Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs.


Via Gerry O'Beirne Dunn
Danielle X's insight:

This article talks about the importance of branding and branding identity to a business. Brand identity is pretty much 'personality' for the business. It's something that makes the brand to be distinguished from competitors, it's the way to make the product stand out, unique. 

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Wen Gao's curator insight, May 8, 2014 2:00 AM

Based on many marketers’ ideas mentioned in the article, branding is most essential for a business because it makes a business or a brand stands out from the massive market. Like a person has his or her own personality, a brand should have its personality that is brand identity. As long the positioning and identity of a brand has settled down, the company can have the orientation of the development of the brand, make the appropriate marketing strategy and launch advertising campaigns effectively. It is more easily for customers to recognize and remember the brand according to its special properties and identity. Among the competitors, defining the brand is very important. If you don’t define your brand, you create the possibility that someone else will do it for you, including your competitors. Here’s a good example of brand identity – Coca Cola. People can easily recognize this brand based on the jingle, TV ads, packages, and the signature color – red. 

Zakarie Murtagh's curator insight, August 23, 2014 9:07 PM

Such a great article on the importance of how IMC and branding is the crux of having  a strong, successful and working business, that is able to differentiate strongly from its competitors to gain a competitive advantage.

Rachel Chen's curator insight, October 2, 2014 11:36 PM

According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image. . The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. I think there are benefits to adopting integrated marketing communication with consumers, to strengthen the brand I think a clear uniform message must be delivered to consumers.

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Water 4 Life: Evian: marketing and communication strategies, brand identity

Water 4 Life: Evian: marketing and communication strategies, brand identity | brand identity | Scoop.it

Via Sabina
Danielle X's insight:

Evian as a premuim still water brand has a very unique brand identity and successful marketing communication which makes the brand stand out from all its competitors. As a still water brand, using babies in the compagin is a very unique and unprecedented touch. I really like its personality 'adult with young body and personality', who wouldn't want to give it a try?

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Ben Hamer's comment, March 21, 2013 4:52 AM
Evian is the most famous still water brand in France and probably the whole of Europe and this is reflected in their pricing strategy. They adopted youthful campaign called 'Live Young' which used babies which is very different from any of their competitors and certainly grabs peoples attention and therefore I would safely say it boosts their brand awareness.
Mohammed Bin Afif's comment, March 21, 2013 11:17 PM
This article is very good, it shows how a company can sell a product for three times the price of competitors and still be successful. Evian has a strong brand and brand messages and powerful slogans. The article details the many advertising channels that Evian uses. To co-ordinate these many channels an integrated marketing communication strategy will benefit Evian by making all advertising sing from the same song sheet so to say. This way the brand remains strong and focused on how it is differentiated from the competition, which must be working!!