Branding

Global Branding Identity

                   Image and Value

. Content
. Branding
. Brand Strategy & Management

What is the Brand?

A brand is an identity, it has its own name, logo and colour combination which makes it different from each other. They stick to the emotional identity of a product and good service that their brand has been known for, which can connect to different target audience. Straplines define and link to brands they lock the audience in with logos and straplines, 'because you're worth it" - L'oreal.

Packaging of products such as Mac and Chanel make-up a shiney black and white case which appeals to a younger audience.

A brand is therefore a trademark, cannot be used by anyone else which can culterally change society - Santa's outfit used to be Green, until coca cola brought out Santa in a red outfit society change and Santa red outfit remand to what we know it as today. 

Products personality has its own story which makes the brand different and special, the story they unfold gives the audience a glimpse of what to expect with their products. 'You are what you buy'. (USP unique selling point)

Brand Experience/Brand Image

To some people brands can cause an emotional change, they experience different feelings, thoughts and beliefs - believe they are the best/makes you feel good.

Identity by the model or advertisement. why do these brands use these models? So the consumer feels they will be exactly like them if they have the product.

Physiology - 'brand image' exists in the minds of people made up info and expectations.

L'oreal used Cheryl Cole as a likeable image,  Dior used French Cinema their own stars.

Brand Management

Ad agency creates a video worth more than the cost of the actual product and its selling price, certain qualities and characteristics make the brand special and unique.

The brand has a certain quality characteristics making it special or unique. It portrays the goods, making sure the brand keeps its position, their are no damages or tarnishing within the brand. 'Each brand has its own identity brand essence', brand management is maintaining its target audience and position in the market. 
Brand Recognition is something widely known to a market place.

 Brand Audience

A brand is nothing without an audience, brands are only as good if people respond to it. Opinion formers are the cooler than cool - Amanda Harlock, Katy Grand are trend setters.

Supernatural Trend set:

Early Adopters are the consumers that are quick on current trends, up to date in the fashion world, they are creative people following fashion media, can be watch by fashion - Lu, Kate Moss

Footballers wife- wags, chavs, fashion starts to die out they follow the later trends goes down and out. High street fashion can be fairly moved on.

Focus Groups- Three versions of adverts to decided on the final campaign.


Brand Identity
What is your USP? What will hook the clients in?
Outward appearance of the brand, its name, logo, visualisation and products. Created by the brand owner, which reflects on how the owner wants the brand to look and how they want the label to be understood. 

Christian Dior the New Look his own Creations 

Coco Chanel Her Designs inspire many today 

The brand has to be link by brand image which is created by its consumer 

Robert Cavalli Animal Print Designs

Brand Strategy and Management

Core Market- where you sit in the market. Its product!
Peripheral Market and Brand Extension
Unrelated markets brand stretching

Haute Couture Fashion

Economy Fashion

Core groups have stopped buying, wags have become no longer loyal.
Kanye West was not allowed in Celine show
. keeping up with the brand identity
. target audience must keep belief in brand

London Fashion Week

Paris Fashion Week

Flip the funnel marketing - questionnaires, panels, concepts on advertising, focus group