What Is A Brand?

Global Brand Identity: Image and Value 

•  Branding 
• Branding Strategy and Management 

What is a brand?

• Identity of a product or service
• It can be a name, slogan , logo, colour combination
• A brand is a person
• Emotional Connection
• A brand is a trademark - Nobody else can use it
• A brand is its own story, what makes it different and special - USP 

Brand Experience and Brand Image 

Brands can cause an emotional change -

• Feelings
• Thoughts/images 
• Beliefs 
• Attitudes/Behaviours  - Celebrity endorsement 
• Psychological aspect is refereed to as brand image and exists in the mins of people made up of information and expectations of the brands 

Brand Management 

• Maintaining not damaged, not tarnished, not stale , keeping market share
• The brand must survive, everything else is dispensable 
• Ad agencies try to create the idea that  the product /brand is more than the actual cost if a product and its selling point 
• The brand has certain qualities, characteristics which make it special or unique - USP
• Creating a brand and maintaining its position within the market and the target audience is called brand management 
• A brand known to the market place is said to have brand recoginition  

 Words that are associated with brands

•  Versace - Opulent, Gaudy 
• Armani - Fluid shapes, chic, luxury materials, good tailoring  
• Cavalli - Animal prints, sexual 

 When brands lose sight of their essence they lose their way 

 A brand and its audience 

 A brand is nothing without an audience, a brand is only as good as peoples response to it

 No brand can exist without their target audience believing in them

 Questionnaires, focus groups

 Opinion formers - Amanda Harlech, Katie grand

Early adopters - Live in metropolitan cities, downtown area artistic communities - Created Shoreditch hipster - Kids, media people, early fashion crowds

Footballer wife - the trend starts to die

 Daniella Westbrook - Wore all Burberry - almost killed it

Core group stopped buying

WAGS no loyalty

Burberry reinvented themselves

• New lines
• Testino to shoot
• Worked with charities

Not always selling with brands, sometimes is all about letting people know - who should wear it or not

 Neo tokenism Flip the funnel 

Brand Identity 

• Outward appearance
• Name, logo, visualisation, products
• Find the thing that will hook the client - longevity

 The brand identity is created by the owner and therefore reflects how the owner want the brand to be understood

This is in contest to the brand image which is the customers perception

 Brand Strategy and Management

 Core market - known for  - Dior Haute Couture, ultra feminine

Core in relation to fashion

Peripheral market and brand extension - Sunglass, shoes, cosmetics, fragrance - Understand why the designer is selling them

Unrelated markets and brand stretching - Armani Hotel, Armani Cafe

 The Golden Age Of Couture - 10 years of Dior when Christian Dior ran it

Corola - Petal on a flower