Adv 3403 Study guides, Class notes & Summaries

Branding Process Successful branding initiatives follow an underlying and universally understood design process Why follow a process? Branding is expensive Benefits/Advantages of Branding Process (6) Advantages: 1) Assures everyone that a PROVEN method is being used 2) Helps set REALISTIC timelines and budgets 3) Builds design team CONFIDENCE 4) Showcases VALUE of project management (smart, efficient, cost-effective) 5) Challenges and STRENGTHENS all creative solutions 6) Sets EXPECTAT...

the branding process steps 1. conducting research 2. clarifying strategy 3. designing identity 4. creating touchpoints ing assets the branding process -all about clarifying and making an informed decision on the direction that should be taken -breaks the challenge of branding into smaller pieces -spend as much time on the process as you do on the designing -a detailed branding process gives stakeholders the confidence to defend new branding against initial criticism

Functional BrandingA name, term, sign, symbol, or design (or combination of them) intended to identify the goods and services of one seller and to differentiate them from those of the competitors EmotionalA brand represents our COLLECTIVE THOUGHTS & FEELINGS about a company that are built up over time Brand EquityA set of brand associations linked to a brand name, which can add to or subtract from the functional value provided by a product or service. Master Card Case Study- made "c...

Brand/Branding A brand is name, term, sign, symbol, or design, or combination of them intended to identify the goods and services of one seller and to differentiate them from those of the competitors Brand VS Product A product is anything available in the market for use or consumption, that may satisfy a need or want. Whereas a brand has elements that differentiate it in some way from other products designed to satisfy the same need. Why are brands important? Creates value, helps consu...

ADV3403 Exam 1 Study Guide Week 1-6