Distinction in Marketing
In marketing, understanding the importance of brand identity plays a major role in your business and ensuring that your product distinguishes itself from your competitors. A key to establishing your product as a well-known entity that burrows itself into the psyche of your target customer base¬¬¬ are your company’s logo and tagline. These two trademarks of your company are how your customers recognize your business and identify with the products your company sells. Therefore, when starting a business extensive research and creativity should go into choosing both a logo and a tagline that differentiates your product from all others within your market.
Logos
Take a moment to think about famous logos around the world, what factors do most have in common? Usually it is a design or stylized lettering that is simple and unforgettable. Now think about Apple computers, their logo is an outline of a macintosh apple with a bite taken out of it. No matter the amount of exposure to computers people have when they see the Apple logo there is no question as to who made the computer. The image has branded itself into the minds of customers worldwide. The concept for creating such a logo was a simple, memorable, and easily recognizable. In consideration of creating your own company logo, it is important to understand what makes a good logo and a bad logo.
Good logos tend to have all those aspects that the Apple logo possesses. In general, these logos are simple in design and memorable to the customers who see it. It should always imply a positive connotation and not be offensive, as it represents something the customer will enjoy. In addition, the logo should be easy and inexpensive to reproduce which ...
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...to often would be successful logos and taglines become boring to the business owners who create them because they see and hear it daily. In turn, they want to adjust them slightly to better portray the message they are trying to communicate. This is a major fallacy in that it confuses the customer and causes a new identity process to take place, which conveys a product that is not consistent to the customers. Thus, a successful logo and tagline should provide a consistent differentiation in your target market.
Works Cited
Abrams, R. M., & Vallone, J. (2008). Successful marketing: secrets & strategies. Palo Alto, CA: The Planning Shop.
Ross. (2010, July 2). Think Different: How To Make Your Tagline Stand Out From The Crowd « crowdSPRING Blog. crowdSPRING Blog. Retrieved September 18, 2011, from http://blog.crowdspring.com/2010/07/tagline-slogan-marketing/
An effective logo is unique, intelligent, visually enticing, and saves its desired message. In its original form, a well-designed logo is a form of brand identity. Although the design process becomes complex or time-consuming, the end product should always be understandable, memorable, sustainable, versatile and appropriate. 4. Make an active design
The first essential thing to an ad is to have you logo on it. Angela West writer of ‘5 tips on How to Write a Killer Slogan’ says the logo will promote brand identity (1). The young well educated, professional adults have probably seen a State Farm commercials with J. K. Simmons. The logo of State Farm will be familiar sight with the young professional adults. This is good for State Farm because the reader will with no doubt read the ad due to them being familiar with the State Farm logo.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
If you want your business cards and other promotional materials to drive your business forward you need to have a strong logo design. While the idea of creating a logo may seem easy, there is more than what meets the eye. Logo design is in fact a complex art form, and it can’t just be thrown together. At least it shouldn’t anyway! Anyone can create a logo yes, but you need this logo to be successful. A successful, effective logo will draw in it’s viewer and instantly reveal that company’s brand and values. You need your logo to be clear, memorable and stick in people’s minds. Many accomplish this by sticking to simple, minimalist concepts. A common strategy in logo design is the use of ligatures.
Firstly, Logos is an appeal to logic, this method is used to persuade an audience by reason. “Logos can be developed by using advanced, theoretical or abstract language, citing facts (very important), using historical and literal analogies, and by
Actually, Logos is wide used by directors and producers. Why? Because humans are rational creatures and our beliefs follow a rational path. With this in mind it is not necessary have a lot of arguments to explain why this a useful resource. Humans need to be convinced and there is no more powerful persuading tool that those who appeal to logic. Basically the deduction that Spurlock shows is companies want only money and can do whatever is necessary to obtain that, if this statement is true all these big companies are malicious and the techniques used in marketing are
If companies wanted to be successful in the marketplace, then they needed to understand the idea that their true product was not their product, but a lifestyle and the meaning of life itself. This is lifestyle branding. This philosophy explains why we see products internationally and specifically marketed toward teens and young adults. Lifestyle branding is why we are hearing more and more of sweatshops, “McJobs”, and the quality of the product diminishing. Nearly every corporation in America has been McDonaldized: where companies sacrifice individualization in employees and quality products for cheap, mass-produced, assembly line production. The promise of choice seems to ironically create less choice. No logo is the spirit of anti-corporate resistance. The process of branding in its simplest form is
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
appeal of logos by the organization of everything as well as the detail given either. In a
Adidas AG has extensively used the theorised procedures above to create relevance of their brands in the market with keen awareness that they face stiff competition from other companies like Puma and Nike. The company understands that creation of an attachment to its products by the customers is a procedure. The symbol below represents the company logo that represents the brand imagery as indicated on the logo model above.
... P.H. (1988). Marketing Management: Analysis, Planning, Implementation and Control. (6th ed.). Prentice-Hall: Englewood Cliffs.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.
Apple’s brand name enhances brand recall and is memorable because of its simplicity and it has a higher transferability than other brands because it’s name is not a made up word that would be hard to translate into other languages. Apple.com has good memorability because the website shares the brand name and comes up right away when you search. Likability is also strong the website has a modern appearance and is easy to navigate. The Apple logo is also a major point in the brand because of its memorability, as soon as you see the apple you know what brand of product it is. The logo has been redesigned over the years from the multicolor apple to the solid colored one that is used today. Even though the