220.127.116.11 Design of the brand The next main instrument of a brand strategy is design. It is a combination of shape, which is a product’s form (such as packaging and logo), and graphic style, which can depict the typography, color and diagrams as they are utilised on the product or in-house style. As an instrument, design can be classified according to its effects as a management and a brand instrument. Design management should be considered as the progression of management that directs the execution of design to help fulfill the organisational aims: maximising the impact of design to profit the company. When design is taken as a brand instrument, it can distinguish products, generate a elebated selling position and evoke sensations of satisfaction and interest. “The most important effects of design are felt in image, target group reach and turnover increase. Besides this, design offers many opportunities to improve the functionality of information flows and also to clearly convey the characteristics of products” (Riezebos et al., 2003: 134). Design can help to enhance the credibility, reliance and familiarity of both internal and external relationships, stakeholders and retailers. Hence, design as an instrument of a brand strategy can help a brand to be strong, which is useful in the brand management. Design plays a character in four brand attributes owing to the nature of a product. Product design is seen as the design of a tangible product. In brand development, it plays an active or a passive character. A passive one means
18 the design does not convey any associations to the mind of consumers relative to the brand. Product design is a powerful differentiated element and subscribes to the progression of brand development. Another is packaging design. It can communicate with consumers and with the market. Packaging can act as a signal for the brand values and, in packaging design, it can “… contribute to brand development and is not just good for the stimulation of the buying impulse” (Riezebos et al., 2003: 137). Corporate design is focused on the corporation; a good corporate design can be used effectively to connect the brand identity and to help to remind its shareholders of the intended associations. A logo provides a visual brand sign; it can ensure instant recognition of the brand and its design can convey specific associations to consumers’ minds. There are some standards to measure a good logo design: identification (reducing the recognition time of a brand by its logo); differentiation; communication of brand values; attractiveness and familiarity (Henderson and Cote, 1998). Carter (1999) even concluded that constant utilisation of the logo makes a strong brand. 18.104.22.168 The effect of advertising Advertising, which is a vital instrument of marketing communication, has several roles as an instrument in a brand strategy. One aspect is that advertising offers information which makes consumers accustomed to the brand name, and negative associations evoked by a brand name can be decreased or removed through the utilisation of advertising. Secondly,
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