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Brand IdentityLearning objectives
•to understand what is meant by ‘brand identity’
•to recognise elements of brand identity in music magazine front covers
What is a brand?
• a product or range of products that has a set of values associated with it that are easily recognised by the consumer.
What is ‘Brand Identity’?
• Logo?• Slogan?• Typeface – font, style, size, positioning• Colours• Layout/design• The visible elements of a brand (such as
colours, design, logo, type, name, symbol) that together identify and distinguish the brand in the consumers' mind.
1. Brand Essence
• a way of summing up the significance of the brand in one simple sentence:
“Authentic Athletic Performance”
2. Brand Slogan
• a public way of identifying the brand for consumers - often associated with a logo
Just Do It
3. Brand Personality
• marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour
6. Brand Heritage
• how long has it been around? does it have customers who have been loyal to it for many years?