Branding

Branding is about creating an image that people link to a particular type of product. It is an image and a message that will draw them over an over again to buy the particular product.

* Brand Essence - what the brand means in a sentence

* Brand Slogan - often a catchphrase linked to a logo

* Brand Personality - what kind of character does the brand have? Humanises the brand - makes it easier to relate to

* Brand Values - what does it stand for/against?

* Brand Appearance - what does it look like/sound like/taste like?

* Brand Heritage - what kind of tradition does it have?

* Emotional Benefits - what feelings does it offer consumers?

* Hard Benefits - is it cheaper or better? what 'real' quantifiable benefits does it offer the buyer?


'Brands need to provide customers with a consistent compelling experience in order not to confuse them, as confusion leads to doubt'

(Taken from mudvalley.com)


'Brands work because they offer us a form of guarantee, a set of ready made values attached to a product that we too can adopt upon purchase.'

(Taken from mediaknowall.com)

Naomi Klein, of No Logo states that "cooperation may manufacture product, but what consumers buy are the brands"