Brand Corporate Identity [Task 1 : Breaking Brand]
23.09.2024 - 07.10.2024 / week 1 - week 3
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative Media
Brand Corporate Identity
Task 1
TABLE OF CONTENTS
1. Lectures
2. Instructions
3. Feedback
4. Reflection
LECTURES
Brand corporate identity is an integral part of the graphic design discipline as it focuses on the visual integrity of a brand as such the module introduces students to the basics of identity design and the effective use of symbols in the area of visual communication.
"A symbol is a mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship."
- Symbols
Based on an article titled "Did Stone Age cavemen talk to each other in symbols?" symbols found to recur among Palaeolithic cave paintings and other artifacts. Photographed by Genevieve von Petzinger. Located in Pech Merle, Font-de-Gaume, and Rouffignac in southern France.
Figure 1.1 Week 1 (23/09/2024) Symbols found in a cave located in southern France.
According to von Petzinger. The symbols provide clear evidence of the way our ancestors moved from representing ideas realistically. They seem to have found evidence that some form of written language was being attempted by our Stone Age ancestors.
- Brand
There's a lot of confusion when it comes to describing a 'brand'. While many brand and marketing experts and senior designers may find themselves confused.
"What is a Brand?"
The term, 'brand/branding' derives from the Old Norse (Norwegian) word brandr or "to burn," and refers to the practice of branding livestock, which dates back more than 4,000 years to the Indus Valley
Branding has evolved over the centuries- from farmers claiming their property, artisans claiming credit for their work, factories claiming their products, and companies claiming their products were better.
Branding from the past
1. Cattle Branding
To ensure your livestock are not stolen from other competitors, Livestock branding is a technique for marking livestock to identify the owner. Originally, livestock branding only referred to hot branding large stock with a branding iron, though the term now includes alternative techniques.
2. Human Branding
Slaves were branded and sold off by their owners, it also took place to people receive punishment for being accused of stealing or murder.
"What we brand, how we brand it, and why we brand it has changed. But branding in the twenty-first century is still about taking ownership, and not just for property and products. It's about owning what your company values and represents, owning up to your shortcomings, and earning customer trust and loyalty through your words, your actions, and your stories." - Taylor Holland
"So what is a Brand?"
"A brand is a person's gut feeling about a product service, or company- while companies can't control this process, they can influence it by communicating the qualities that make this product different than the product."
"When enough people arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what you say it is. It's what they say it is." It is a mental construct society shares about a product, service, organization, or even a person.
"What is a Brand Identity?"
Brand identity is the collection of all elements that a company creates to potray the right image to its consumers- Brand identity is different from "brand image" and "branding" even though these terms are sometimes treated as interchangeable.- DeBara, 2017
Brand: is the perception of a company in the eyes of the world.
"What is Branding?"
Refers to the process of giving meaning to specific organizations, companies, products, or services by (actively) creating and shaping a brand in consumer's minds. It is a strategy designed by organizations to help people quickly identify and experience their brand, and give them a reason to choose their products over the competition's.
INSTRUCTIONS
Figure 2.1 Week 1 (23/09/2024) Module Information Booklet.
Task 1: Breaking Brand
Working as a group, minimally consisting of 4 people, select an existing brand, preferably a large brand with a regional or international presence for analysis. Breaking a brand essentially requires the student to deconstruct a brand.
Outline or framework for us to follow in this task:
Figure 2.2 Week 1 (23/09/2024) Framework for the research & analysis.
Once we formed a team for the project, we deliberated on which big brand for us to analyze. After considering this, we settled on analyzing Pepsi as our chosen brand.
Figure 2.3 Week 1 (23/09/2024) Pepsi logo.
My part in this research is to do the Brand Positioning, Benefits, Pricing, and Distribution. First, we made the draft using Google Docs before each group member finalized it in their own Google slides.
- Breaking Brand - Pdf
Figure 2.4 Week 3 (07/10/2024) Breaking Brand Pepsi doc.
- Breaking Brand - PPT Slides
Figure 2.5 Week 3 (07/10/2024) Breaking Brand Pepsi PPT.
FEEDBACK
Week 1
- General Feedback: For task 1 work as a group for research, each person does the framework. Value is a principle the brand embodies from tailors’ perspectives and the consumer's point of view. Brand's communication strategy: how the brand will evolve, and how it communicates. PPT: the slides have to match the brand's visual, and make sure to have references and credits.
Week 2 & Week 3
- The feedback is for Task 2
REFLECTION
FURTHER READING
Figure 5.1 Week 1 (23/09/2024) Market segmentation.
Figure 5.2 Week 1 (23/09/2024) Market segmentation.
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