Branding

Module aims – this module will provide opportunity for you to acquire specialist knowledge relating to the theory and contents associated with your art and design discipline.
Branding is a market discipline that insists that you define your audience; you know your market sector, differentiate yourself, and choose a route to market that will be both appropriate to the brand as well as making your brand stand out.

Brief – “Advertising the Brand”
How the brand is different in advertising then graphics.

Notes
Brand
– Name used to distinguish a specific product, service or business, the brand is the image of the product in the market.
– Legally protected brand name is called a proprietary name
– Some people distinguish the psychological aspect from the experiential aspect (sum of all points of contact with the brand)
– Psychological effect of a brand name, encouraged by influence (brand image, constructed within minds of people, consists of the information and expectation associated with the product)

Expectations behind branding
- People engaged in branding
- Creating the impression that a product or service because it has certain qualities or characteristics that make it unique

A brand is on of the most valuable elements in an advertising theme
- Demonstrates what the brand owner is able to offer in the marketplace

Brand management
- Creating and marinating the marketplace

Integrated marketing
- Orientation of the whole organization


For my branding essay I did Starbucks, something I know a lot about and am a regular customer. I haven’t as of yet had any marks/feedback back.