Branding and IMC
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Branding and IMC
What is a brand? What do companies need to know about IMC when it comes to brand image and customer attachment to brands?
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Rebranding Lance Armstrong: Marketing Pros' 6-Step Recovery Plan

Rebranding Lance Armstrong: Marketing Pros' 6-Step Recovery Plan | Branding and IMC | Scoop.it
Through PR, all things are possible. Maybe.
Victoria Sweeney's insight:

This is a very interesting article about brand management. Although the article focusses on Lance Armstrong, it looks at Lance Armstrong as a brand, and therefore the same principles can be applied to companies if they ever face any public shame or huge controversy. There are six steps that can be adapted and applied to businesses if they face any public controversy that can help to manage their brand, and ultimately rebrand. Some of these steps include answering questions honestly, publicly apologizing, using PR to help rectify the situation. This is also a good example of using IMC to help manage a brand, as many channels can be used to help present one consistent rebranding image.

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Callum Sweeney's comment, April 8, 2013 8:55 PM
This article is great as it is very applicable to IMC. Crisis management is a very important function of marketing especially where PR is concerned. The marketing comms need to be a united front in any crisis situation.
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Branding, Identity & Logo Design Explained | JUST™ Creative

Branding, Identity & Logo Design Explained | JUST™ Creative | Branding and IMC | Scoop.it
A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image
Victoria Sweeney's insight:

This is a good article that explains the difference, as well as interdependence of branding, identity and logos. Its important for businesses and marketers to take into account all of these aspects, as businesses need to present a consistent image and message with IMC, and these three factors are really important in that. I like the point that the article makes about a brand being a corporate image, and a major role of this corporate image is creating an identity for the business. Logos then help to portray this image, which is where consistency comes in again.

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Zeisha Amy Flavell's comment, March 20, 2013 8:44 PM
Yes,l I agree. This is an excellent article as it identifies and explains the difference between branding identity and logo. It is very important to remember these difference as many people always forget. I like the point you have made about marketers having to both remember and take these differences into account to keep their corporate image consistent. I think consistency is an extremely important aspect of IMC and brand management because without consistency it would be extremely hard to develop positive consumer engagement.
Callum Sweeney's comment, March 20, 2013 11:11 PM
This article really explains the individuality and seperate importance of these three ideas. This article is hugely applicable to IMC. The brand, identity and logp all have to work together so that consumers are not confused and steer away from a company. Very interesting and well written.
Samantha Brown's curator insight, August 11, 2014 7:46 PM

This article describes the differences between the brand, indentity and logo aspects of an organisation and the roles that each of these aspects play. 

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Consumer Emotional Attachment to Brands and Logos | JUST™ Creative

Consumer Emotional Attachment to Brands and Logos | JUST™ Creative | Branding and IMC | Scoop.it
This is a guest post by Alisa Gilbert* exploring the recent United Airlines & GAP rebrandings and how consumer emotional attachment played its
Victoria Sweeney's insight:

This is a really interesting article that highlights the emotional attachment that consumers create with brands, and also brand image. Consumers create such a connection with brands, that often when something about the brand changes (ie logo, or name) there is often a huge outcry of anger from consumers. This article talks about this, and gives examples relating to GAP and United Airlines. Logos are often seen as the face of the brand, and something that consumers become very emotionally attached to, as this is almost the tangible image of the brand. 

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Finau Tuipulotu's curator insight, July 30, 2013 9:36 AM

This is a very interesting article. This article highlights the Consumer’s Emotional Attachment to brand and logos.  The great example raised is GAP clothing retailer changing its logo unannounced causing customers to feel betrayed. Again, we can now see how loyal customers are. If they like a product or a particular brand, they do not want any changes to the brand image, logos etc all because they have trusted that particular brand.  Again, marketers needs to work on creating an emotional link between their customers and their brands they are about to promote. But before making any changes they need to know who they are and what they need to do to maintain their customers and not lose them.  

Savanna Steele's comment, August 22, 2013 6:13 PM
This article I believe emphasises the importance of creating a strong foundation for a brand which includes the logo. In order for customers to build on their emotional attachment towards the brand their needs and wants must be fulfilled, but once that emotional attachment is made it is important to not make dramatic changes to the brand as you may loss or create angry amongst your loyal consumers, as an example the GAP logo as discussed in the article.
Anna Bairstow's comment, August 22, 2013 11:56 PM
This was a really interesting read and a good choice of article to illustrate the importance of brand loyalty and careful management. Consumers emotional attatchment to brands shows that a brand is doing something right, and this is most likely due to the use of successful marketing strategies and brand building. Like the article says, I think that the visual component of branding such as the logo, name and slogan, such as Nike - 'Just Do It', helps significantly in keeping devoted customers while generating new audiences, by acting as the face and identity of the brand. As you and Savanna said, dramatic changes to the brand could have an adverse effect and potentially result in a loss of customers loyalty and consequently decrease sales and a loss of profit.