1. Brand Design
1.1. History/evolution
1.1.1. industrial revolution
1.1.1.1. The ability to mass produce products outstrips latent demand, product choice proliferates. Late 19th to early 20th century
1.1.1.2. ااین یک امتحان
1.1.2. 1900s
1.1.3. 1930s: depression
1.1.3.1. The depression in the 30’s puts another dent in the ability and desire of society to consume
1.1.4. 1940s-World War
1.1.4.1. War: production capacity Up, more belt tightening WWII not only increases industrial capacity to produce goods, but drives society to be frugal
1.1.5. 1960s: beginning of modern branding
1.1.5.1. With enormous production capacity and a frugal culture, companies latched on to a new communication medium and modern branding & advertising is born
1.1.5.1.1. Modern branding is only a 50+ year old discipline, in its infancy, in its “the world is flat mode” • Modern branding was born of the television and the need drive consumption to a mass market • Communicating with a mass market required broadcast • Fast Moving Consumer Goods has driven branding for the first 50 years • FMCG - not interactive, not relationship based, all about the product and the communication around the product
1.1.6. 2000s
1.1.6.1. revolution in brand communication
1.1.6.1.1. two-way communication
1.1.6.2. environment is considered
1.1.6.2.1. starbucks
1.1.6.2.2. apple
1.2. recent trends
1.2.1. crowdsourcing branding
1.2.2. Co-branding
1.2.3. corporate branding
1.3. Brand Experiences: sum of all points of contact with the brand
1.3.1. Product
1.3.1.1. product branding
1.3.1.1.1. Nike
1.3.1.1.2. Under Armour
1.3.1.1.3. Starbucks
1.3.1.2. corporate identity
1.3.1.2.1. NBC, CBS, ABC
1.3.2. Communication (touchpoints)
1.3.2.1. tangible
1.3.2.1.1. products
1.3.2.1.2. presentations
1.3.2.1.3. corporate identity
1.3.2.1.4. packaging
1.3.2.1.5. environmental
1.3.2.1.6. services
1.3.2.1.7. ephemera
1.3.2.1.8. media
1.3.2.2. intangible
1.3.2.2.1. events
1.3.2.2.2. word of mouth
1.3.2.2.3. public relations
1.3.2.2.4. speeches
1.3.2.2.5. experience
1.3.3. Environment
1.3.3.1. place branding
1.3.3.1.1. Nation/country branding
1.3.3.1.2. city branding
1.3.3.1.3. district branding
1.3.3.1.4. destination branding
1.3.4. Services design
1.4. philosophy / values
1.4.1. Participatory Branding
1.4.1.1. grassroots organization
1.4.1.2. bottom-to-top
1.4.1.3. Brand co-creation
1.4.1.4. stakeholder engagement
1.4.2. Muji: the no-brand
1.4.3. Ideals & values
1.4.3.1. Differentiation: competing with others
1.4.3.2. flexibility: possibility of change and evolving in the future marketing
1.4.3.3. meaning: big idea, strategic position
1.4.3.4. sustainability: ability to have longevity in a world in constant flux
1.4.3.5. commitment: manage brand assets
1.4.3.6. authenticity:
1.4.3.7. coherence
1.4.3.8. building awareness, increasing recognition,....
1.4.4. Corporate style
1.4.4.1. top-to-bottom
1.4.4.2. prescriptive
1.4.5. System thinking
1.4.5.1. brand architecture
1.4.5.1.1. monolithic brand architecture: characterized by a single master brand. Customer makes choices based on brand loyalty. Features and benefits matter less to the consumer than the brand extensions use the parent's identity and generic descriptors
1.4.5.1.2. Endorsed brand architecture: characterized by marketing strategy between the product or division to the parent. The product or division has a clearly defined market presence, and benefits from the association , endorsement, and visibility of the parent.
1.4.5.1.3. Pluralistic brand architecture: characterized by a series of well-known consumer brands. The name of the parent may be either invisible or inconsequential to the consumer and known only to the investment community.
1.4.6. Brand as relationships
1.4.6.1. brand community
1.4.7. Brand as a mode of communication
1.4.8. attitude branding:
1.5. Brand Elements
1.5.1. Name
1.5.2. logo
1.5.3. tagline
1.5.4. visual style
1.5.4.1. color
1.5.4.2. shape
1.5.5. taste
1.5.6. sounds
1.6. Methods
1.6.1. creating identity
1.6.2. Communicate