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
