Branding Process & Brand Research Flashcards
A systematic approach to develop an identity through research, strategic thinking, design skills, and project management.
Branding Process
Key information are gathered from the market and organization. Current branding and present audit are evaluated.
Brand Research
Insights from the previous phase are synthesized to develop strategy and positioning which are documented through a brand and creative brief.
Brand Strategy
An idea is formulated as basis for designing an identity design system that presents a visual strategy for the brand.
Identity Design
The identity design is finalized through its application prioritizing key areas where the brand can present iself to the audience.
Brand Touchpoints
An approach where the assets of a brand identity are fortified through trademark protection and by other means to prepare for launching.
Managing Assets
Who manages the branding process on cleint’s side in small organization?
the founder or owner
Who manages the branding process on cleint’s side in large organization
Depends on the organizational structure such as:
head of marketing and communications
brand manager.
_______ oversees the branding process, logistical complexity and is directly linked to key executives who are crucial decision-makers of the organization.
Project Manager
Who manages the branding process on creative’s side in small firm?
usually managed by the main client contact, senior creative director, and senior designer
Who manages the branding process on creative’s side in large firm?
project manager or accounts manager is dedicated as the main client contact.
A _________ is acheived through customer’s ease of purchase, clear branding and process. Every good experience with a brand makes converts people to loyal customers.
Return of Investment
Metrics for Brand Management
- Awareness
- Familiarity + Consideration
- Purchase Decision
- Loyalty
- Value Creation
______________ is not always about reaching an agreement or making a compromise, it recognizes that people have different opinions and are from different areas of study.
Collaboration
It reviews and analyze available marketing materials that has been or are still in use.
Marketing Audit
It examines the marketing materials of the competitors including but not limited to branding, key messages, identity, taglines, advertisements and online presence.
Competitive Audit
It is known as message audit or content audit analyzes the idea behind the organization’s marketing.
Language Audit
It gathers information externally through audience and or customer preference for products, services and brands.
Market Research
It gathers non-numerical information from the market to gain knowledge of their perceptions, beliefs, feelings and motives.
Qualitative Research
The observation of a customer or audience daily behavior in the environment, work, home and retail.
Ethnography
A group discussion of a related subject with pre-selected participants who has common characteristics.
Focus group
Open conversations about a brand can be monitored in social networks.
Social Listening
In-depth interviews with key people from the organization or customers where valuable information can be gathered.
One on One Interview
Shopping experience and overall satisfaction can be evaluated by a trained shopper who anonymously pose as a customer.
Mystery Shopping
