Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
Consumer culture theory argues that people buy one brand over another because they feel it reflects their own personal identity, or one that they wish to create.
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
‘Women usually love what they buy, yet hate two-thirds of what is in their closets.’
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
‘The primary function of brands is to reduce our anxiety in making choices. The more we sense we know about a product, the less anxious we feel.’
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
A brand is also far more than the name, logo, symbol or trademark that highlights its origin; it is imbued with a set of unique values that defines its character and works as an unwritten contract, promising to deliver satisfaction by providing consistent quality each time it is bought, used or experienced.
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
‘There is a fundamental shift taking place in the way that brands build relationships with consumers, driven by the combined forces of social and mobile technologies.’4 The Internet has provided the perfect platform for two-way communication between individuals and brands, with instant opportunities for consumers to capture ‘real time’ experiences
... See moreCatharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
These are grouped into five core dimensions: 1. Sincerity: domestic, honest, genuine and cheerful 2. Excitement: daring, spirited, imaginative, up to date 3. Competence: Reliable, responsible, dependable, efficient 4. Sophistication: glamorous, pretentious, charming, romantic 5. Ruggedness: tough, strong, outdoorsy This technique can be used to dis
... See moreCatharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
‘… for long-term value, brands need emotional as well as technological appeal. Indeed, [forward-looking companies] will have to invest in their brand as their major sustainable competitive advantage.’
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
A logo, brand mark or brand icon is a deceptively simple device. It employs a combination of shapes, colours, symbols and sometimes letters or words in a simple design that symbolizes the values, quality and promise offered by the manufacturers of a product or service.