A brand is an identity. It is a product, service, or concept that is publicly distinguished from other sellers. Corporations want their brand to be known and instantly recognisable worldwide and so this is often done through features such as the name, slogan, logo or colour combination. For example an obvious one would be Chanel with their black and white colour scheme and interlocking c's. A brand name is a trademark, and cannot be used by anyone else.
Often brands play with peoples emotions. When some people experience or see a brand it can trigger and emotional change. They aquire feelings, thoughts, images, beliefs and attitudes towards the way they see the brand. This psychological aspect is referred to as 'brand image' and it exists in the minds of people made up of information and expectations of the brand.
They can also shape how we behave and owning a product can make you feel part of the image which the brand illustrates. From this you can see why there is the phrase "you are what you buy".
Brands are like people in a way that they have their own sense of personality and story. They have something which makes them individual and special, but also brands have an essence. This is the way that the brand is perceived and the associations that you have with the brand. For example, Versace is often thought as quite gaudy, while Armarni is known for sleek clean cut tailoring. Both of these brands are are Italian but embody a different feel.
Brand Management
Brand management is the activity of supervising the promotion of a particular brand of goods, making sure that it maintains it's position within the market and the target audience. Ad agencies create and idea that the product/brand is more than the actual cost of a product and its selling price. A brand which is widely known to the market place is said to have 'brand recognition.
A brand is nothing without its nothing without its audience, as these are the people who respond to it and give there feedback.
The audience is split into three stages which are the opinion formers, the early adopters and the footballers wives.
The opinion formers are the 'trend setters' they pick up the trend and promote it to the people who they want to show it through different platforms such as social media, so people can take the trend on board. They usually work in industry to help designers decided whats going to work and whats not. Examples of opinion formers include Katie Grand editor of love magazine, fashion stylist and journalist.
Brand Management
Brand management is the activity of supervising the promotion of a particular brand of goods, making sure that it maintains it's position within the market and the target audience. Ad agencies create and idea that the product/brand is more than the actual cost of a product and its selling price. A brand which is widely known to the market place is said to have 'brand recognition.
A brand is nothing without its nothing without its audience, as these are the people who respond to it and give there feedback.
The audience is split into three stages which are the opinion formers, the early adopters and the footballers wives.
The opinion formers are the 'trend setters' they pick up the trend and promote it to the people who they want to show it through different platforms such as social media, so people can take the trend on board. They usually work in industry to help designers decided whats going to work and whats not. Examples of opinion formers include Katie Grand editor of love magazine, fashion stylist and journalist.
and Amanda Harlech who is an art director and stylist and is currently working for Chanel.
The early adopters are the people who are quick on the trends and are the first to buy and wear these new trends. They take from the opinion formers. These kinds of people are usually from metropolitan areas, artistic communities, creatives who work in fashion or the media. E.g Kate Moss
When a trend reaches the footballers wives it all comes crashing down. The core group of consumers loose interest which can sometimes effect sales and brand image in the long run. An example of this would be Daniella Westbrook wearing a head to toe Burberry outfit. 'Chavs' caught on and Burberry began to get a negative association, but has now luckily transformed and it is no longer thought as chavy.
Another example would be Celine not allowing Kanye West into their fashion shows as they do not want to be associated with that image. They want to stay true to their brand identity and there target audience.
The brand identity
The brand identity is the outward appearance of a brand such as the logo, name visualisation and products etc. The brand identity is created by the brand owner and therefore it reflects the brand to be understood. The have to think of there USP (unique selling point) as brand need to be individual and different. The brand image is whats in the consumers head.
Brand strategy and management
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