BRAND IMAGE/ BRAND IDENTITY

WHAT IS A BRAND??

A brand is an identity of a product or service. Within the promotion industry, you a representing a particular product to the audience and you are promoting the desired representation of the brand that a company wishes the audience to perceive. When promoting on behalf of a company, you are conveying a BRAND IDENTITY of the product, this includes the name, logo, slogan and colour combination - the combining of these elements creates a products personality which needs to appeal to the intended audience in a way so they can explicitly read the companies message.

However, once the companies message is conveyed through the promotion of a product, it is then up to the audience to read the message correctly, then the way the audience views the product is the BRAND IMAGE. The brand image is the general perception of the brand by the mass audience, the intended image can be ruined through connotations of being featured in popular culture and through recent significant events.

The way a company develops a brand is through their BRAND STRATEGY.

The brand strategy involves a CORE MARKET (what the brand is known for), PERIPHIAL MARKET (associated products to support the core brand) and UNRELATED MARKETS (unassociated products to stretch the brand).