18 Enterprise and corporate identity Flashcards
The cycle of enterprise and corporate identity
Creating design, branding, marketing
What is marketing and brand identity
- How designers work with entrepreneurs, and sales and marketing teams
- How designers use research and customer information in developing products and packaging
- How manufacturers promote heir products in a global market
What is the importance of a target market?
It is essential or designers and influences the success of a product in a large way.
What is market research?
A common and effective way for companies to find out information
What do you do in market research?
- You find out about a users background for example collecting information on: Gender, residential location, disposable income
- In addition identify why customers are motivated to buy specific items and certain branded products. Is this effect by their emotional needs? Or maybe other needs which include family, social, budget, brand etc.
6 types of market research
- Competitor analysis
- Identify trends in the market
- Customer feedback
- Aid pricing strategies
- Ideas for new product development
- Meeting consumer needs
What is corporate identity?
The branding that creates the company’s public image
What does corporate identity include?
- This includes creating a brand/brand name with colour and typeset.
- Brands can protect their brand identify using registered trademarks. Which prevents other people/companies from copying.
How do customers react to brands?
Customers will often return to a brand they like however with negative experiences avoid brands.
How do you protect brands
Protect brands with trademarks. This prevents companies copying logos, colour schemes and specific letter styles
What is ionic branding?
Branding uses iconic logos, colours and forms to make products instantly recognisable
What do the best brands do in iconic branding?
- The best brands work at any scale, in full colour or black and white and in various mediums e.g. print, moving image, online etc.
- The most established brands can be recognised even when only partially visible
- Successful branding and marketing, associates companies and products to more abstract feelings
Why is a strong corporate identity important?
It is key to success as you can stand out from the crowd
Why is a recognisable brand important?
- A recognisable brand is important for repeat purchases - customers that like a product can easily spot it again.
How can you gain loyalty as a brand?
Associating a brand with more abstract feelings can help build loyalty in the customer base - when a new product range is released, it often has the same kudos as the previous product.
What must a brand be aware of for global success?
A brand must be sensitive to social and cultural issues
What must translate well to different cultures in a brand?
The use of language, colour and symbols in product logos and slogans
Why is careful research important in branding?
Careful research is required to understand differences in values and customs to avoid embarrassment and failure
What is global marketing?
Promoting a final product or service worldwide
Why is global marketing beneficial?
Businesses can grow rapidly focusing on global markets
Why should market strategies differ to each country?
They should change due to cultural and religious beliefs
Why is language used in global marketing?
Language needs to be used with are so it does not mistranslate and inadvertently cause offence
Why is advertising and promotion important?
It is very important in creating consumer interest and demand
What are examples of advertising and promotion?
- TV commercials
- Radio commercials
- Magazine advertisements and articles
- Internet pop ups adverts
- Billboards
- Bus shelter posters
- Social media
- In-store demonstrations
What is viral marketing?
It relies on people passing a marketing message to their friends. If large numbers of shares it “goes viral”
What does “go viral” mean?
Viral marketing means companies can reach more people faster than ever before
As online content is shared repeatedly via social media, a message gains traction and snowballs, reaching millions in a matter of hours
What is the purpose of packaging a product?
It is used to promote and protect a product
What does packaging carry?
It carries explicit information on a product e.g. product logo, country of origin, contents
It carries implicit messages to e.g. plastic free, biodegradable packaging demonstrates that a company is environmentally conscious
What can labelling supply?
- Slogans
- Important information to customers I.e. dietary information, allergies, use by etc.
- Information also included about safety, BSI mark, CE, Age restrictions
- Information on recycling and sustainability
What are two examples of packaging?
- Distinctive bottle and shape
- Minimalist and clever packaging
What is a cost price?
The cost price informs the retail and wholesale price of a product
Why are the calculations of cost price important?
Incorrect calculations could mean the business operates at a loss or sets the retail price too high to compete in the market.
Why is one unit of cost important in cost price?
The cost of one unit is affected by the scale of production due to the economies of the scale
Total production of costs equation
Direct material costs + Direct labour costs + direct manufacturing costs = Total production costs
Cost price of one unit
Total production costs/number of products made = Cost price of one unit
Examples of direct costs
- Labour
- Material costs
- Direct consumable production supplies
- Direct factory overheads - machine tools, equipment
Indirect cost examples
- Administration
- Security
- Maintenance and depreciation of equipment
- Electricity and power
Product cost per unit equation
Total direct material costs + Total direct labour costs + total manufacturing overhead costs/the number of units made = product cost per unit
What is an entrepreneur?
An entrepreneur is a person who demonstrates initiative and invest capital into an idea, perhaps setting up a business, project or other venue
Who do entrepreneurs work with?
They work with designers and engineers to turn their ideas into a reality but occasionally they will have the skills to invent and design their own products.
What is collaboration?
This is when a company use groups of designers with different tastes, ideas and specialties to allow a diverse range of opinions to be acted on.
What does effective collaboration involve?
Designers, manufacturers and a target audience.
It requires a lot of iterative design which is good for a product
