III.6. BRAND IDENTITY, BRAND EQUITY
There is a lot of misconception when it comes to the differences between a logo, an
identity, and a brand. People in marketing and design may have a decent grasp on
the definitions and applications, but this is not always clear.
Before moving on, it must be said: there is some overlap in all three of these categories. For example, it’s not wrong to call a logo a brand because of the origin of
the word ‘brand’ (the hot iron rod with the company’s icon or word mark, used on
shipping boxes and livestock).
A logo is:
- the representation of the organization in its simplest form
- the emblem or mascot of the organization
- the foremost element that triggers the feelings of consumers
- critical for an organization to be recognizable
- a trademark
An identity is:
- the different physical elements of the company that work together and customers
come in contact with
- the complete package of company materials: your logo, business cards, email signatures, websites, ads, your employee uniforms, store layout design, package design, corporate jingle, etc.
BRAND
IDENTITY
LOGO
perceived emotional
corporate image
as a whole
visual aspects that
form part of the
overail brand
identifies a business in
its simplest form via the
use of a mark or icon
Brand identity includes the visible elements of a brand, such as colors, design, logo,
name and symbol.
Brand equity is the value and strength of the Brand that decides its worth. It can
also be defined as the differential impact of brand knowledge on consumers response to the brand marketing. Brand equity exists as a function of consumer choice
in the market place. The concept of brand equity comes into existence when consumer makes a choice of a product or a service. It occurs when the consumer is
familiar with the brand and holds some favourable positive strong and distinctive
brand associations in the memory.
Factors contributing to brand equity are: brand awareness, brand associations,
brand loyalty, perceived quality, proprietary brand assets.
A company with strong brand equity is positioned for long-term success because it
helps a company navigate through macro-environmental challenges far more easily
than brands with little or negative brand equity can.
BRAND
EQUITY
A brand is:
- a concept, not a concrete object
- the foundation of your entire marketing framework
- the emotional and psychological relationship between a company and consumers
- what people think and feel when they experience your company (their gut feeling)
Brand
Awareness
Perceived
Quality
Brand
Association
Brand
Loyalty
Envisioning the brand you want to create comes far before designing your logo and
corporate identity.
Brand: 5 main elements of brand equity, Smriti Chard www.yourarticlelibrary.com
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