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What is branding? What is branding? Branding is "modern cultural language of the modern society basing on the market relations" Branding is the main way of differentiation of products and the instrument of advance of the goods on the market
History of branding History of branding Branding was actively applied in the Middle Ages when shop handicraftsmen marked the goods with special brand In early history of the United States of brand were often used for cattle identification The real blossoming of idea of branding fell on the second half of the twentieth century
Branding — is the main task of Branding — is the main task of any large company any large company Creation and advance of a brand or branding are necessary for obtaining additional benefit from a certain product at the expense of penetration into consciousness of people, formation of the attachments based on feelings and emotions
Development of a brand Development of a brand In most In most cases development of a cases development of a brand it not only brand it not only branding of a new label branding of a new label in the market, but also in the market, but also change of an existing change of an existing brand, that is brand, that is rebranding rebranding Rebranding - a complex of actions for brand change, or its components: names, a logo, visual registration of a brand with positioning change
Branding tools: Creation of a Branding tools: Creation of a product concept product concept Creation of a product conception means the development of new models of goods and services
Branding tools: Creation of an Branding tools: Creation of an advertising concept advertising concept An advertising concept - the basis of the idea of branding - is a plan, paints, conditions, heroes of an advertising campaign, promotion and events. Outdoor signs Light box Media space for magazines and newspapers Catalogue
Branding tools: Creation of Branding tools: Creation of marketing communications marketing communications Marketing communications mean the process of transfer of information about the target audience products • Strategic and tactical purchases of mass-media • Media planning • Negotiations with owners of the mass-media
What is brandbook? What is brandbook? Brandbook is the integral, intracorporate edition focused on employees of the company Brandbook — the official description of essence and values of a brand, company self-identification, and also forms and methods of their designation for employees and consumers
Structure Structure Elements of brandbook: • Detailed description of the logotype • All cores and firm complementary colors. • Every possible variations of the logo. • Documentation structure. • Firm font of the company. • The business documentation. • Souvenir production of firm. • Every possible images (photos, design).
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