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BRAND IDENTITY - AN INTRODUCTION
V. Ryan © 2011
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|When a company or a product achieves ‘brand’ status, it normally means that it has been extremely successful. Also the logo / symbol / image built up by a successful company, can become a brand in its own right. Meanings, feelings and values are usually associated with a brand (sometimes called ‘brand identity’), making the branding of products an effective form of marketing.|
Brand identity is often associated with the way a product looks
(aesthetics). This includes its style, colour scheme, name, functions
(what it does) and symbol / logo. Brand identity is also associated with
the way customers feel about the product. Brands names are often trusted
by the general public. All these factors contribute to the characteristics
of brand identity.
The term brand identity can apply to a single product such as the Mini car. It can also be applied to a group of products such as the Apple iPhone, iPod and iPad. Harley Davidson Motorbikes is another well known and respected brand, having a distinct brand identity.
|Brand identity often helps customers distinguish between similar products. Successful brands usually have customers who display their customer loyalty by buying the same product, time after time. People like to be associated with brand names, as it helps them build their own personal image. People tend to want to associated with groups, this is human nature. This is one reason people buy products with a brand identity.|
Apple computers was formed in 1977, manufacturing personal computers. It
has led the way with its innovative software and cutting edge technology,
since the early days of personal computers . From the 1980s, Apple has
designed and manufactured communication devices leading to the iPhone,
iPod and iPad. It has a growing loyal customer base.
The Apple brand identity stands for innovative products, the application of ground breaking technology, high quality products that are well made and superior to their rivals.
The symbol / logo that represents the company is instantly recognisable.
Customers buy Apple products because they want to be associated with high quality and innovative technology.
Harley Davidson Motorcycles was formed in the early twentieth century. The
company has survived for a long time, despite competition form Japanese
rivals. Harley Davidson is associated with powerful, distinctive cruiser
motorbikes. Furthermore, it is associated with freedom on the road with a
little of the rebel thrown in. Licensing of its well known logo is
profitable for Harley Davidson, as many other manufacturers want to be
associated with the image conjured up by the name.
It has a loyal customer, from every section of society, including executives to shop floor workers.
People buy Harley Davidson motorbikes and associated products such as clothes, because they want to associated with powerful cruiser motorbikes and the freedom of the road.
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