session.02. August 10.09Prepared by: Jacky Cahyadi, S.Sn.

VISUAL COMMUNICATIONDESIGN 2.WHAT IS BRAND

DonutsSearch Engine Web ServiceCellular OperatorCellular PhoneLuxury SedanCoffee CaféDrinking SodaShampooPerfumeComputer/NotebookMP3 PlayerFoot Wear

What is in your

mind?

A brand is not a logo,A brand is not a product.

Remember:

A product is created by a companyA brand is invented by our minds

A brand is not a thing that wouldlike to say by a brand owner

A brand is a perception thatwould like to say by consumers

What is a Brand?

Very basically, a brand is a proprietary name for a product, service, or group(“group” is used to denote a company, corporation, organization, social cause, etc)

On a more multifaceted level a brand is the sum total of

all functionaland emotional assets of the product, service, or group

that differentiate it among the competition

Many ways to make our brand stand-out

Low PriceRinso vs Attack

Avanza, mobil murah menggantikan mobil Kijang yang naik kelasAir Asia (Make everyone can fly with the best low cost airline)

Focusing on target audience

Pepsodent ------- Family tooth pasteClose Up -----------Youth teens tooth pasteSensodyne -------------Healthy tooth paste

New CategoryPocari Sweat ------- Pengganti Ion tubuh

Mi Zone -----------Mengembalikan staminaBiore for Men ------- Facial wash untuk kaum pria

Differentiation,that’s the power of a Brand

Brand Name. Sometimesthe name is so weird that

we have never heard before,what is it.

MACS 909/BBDO/LOWE/Leo BurnettYahoo!/Google/Bing

GrohePIXAR Renderman

LeicaMacintosh

Landor said,We know that name because we are

a consumer player in this industry segmentation or its product is a

global segments used

When building a new brand, these four disciplines can be viewed from left to right as sequential phases of development. When working with existing brands, however, each of the disciplines operates concurrently. they are interdependent and work together over time.

Brand = Branding ?

When brands were introduced, it was the brand name, brand promise, and logo and packaging that established the brand identity. Now, branding has grown to include the

entire development process of creating a brand, brand name, brand identity, brand innovation, brand activation,

and brand experience

Many type of Branding Strategy, you can find them on literature in library. One of them is Rejuvenation Brand

Product Cycle PhenomenonWhen products were introduced, people always ask

WHAT IS IT?After they know those names, people ask again

WHAT IS THE BENEFIT AND FEATURES?After know its benefits

WOULD I LIKE THIS GOODS?And the last, they will….

I MUST HAVE IT ONE

Brand Innovation and Brand Activation

Brand InnovationKetika masuk ke pasar “persaingan”Muncul fenomena “harga murah”

Ditandai dengan perang servis dan distribusi

Inovasi diikuti oleh innovator dan early adopterdan ketika masuk ke pasar persaingan,muncul followers.

Contoh: Blackberry, iPhone

Brand ActivationHow to build a brand awareness

Product TrialRelationship between customer and distributor

Event, Sampling, Media, just tools!

Many type of Branding, you can find them on literature in library. One of

them is a destination branding

to be continue to the next brief, next week

What is a destination branding?

Literatures:Wheeler, Aliana. Designing Brand Identity. Hoboken, New Jersey,

USA: john Wiley & Sons. Inc.

Robin Landa (2007).Designing Brand Experience. New York, United States of America: Thomson Delmar Learning Publishers

Brandna, It’s a Brand Magazine (Once 2 months)

and many more…

Project Brief and Client Brief

Thank you for listening =)