BRANDING
Put your passion to work.
BRANDING
Products are made in the factory, brands are created in people’s minds.
NO BRAND IS AN ISLAND...
Brands exist: in cultures with specific norms, values, beliefs... in markets with many competing products... in countries consisting of people with their desires, attitudes, plans, aspirations...
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Brands exist in these wide contexts - drawing from them and creating them in the same time. These complex environments comprised of people, their culture and brands are called Brandscapes.
Brandscape is the space and territory in which brands exist, in which brands esquire and convey
their meanings when "talking" to their users.
Consumers use brands:
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to create personal identities
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to identify with groups or to distance from them
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to mark transition from one life stage to the next one
Each successful brand must have a clear vision and a unique identity. Brand images must be easily readable for consumers. Meanings embedded in brands must be relevant to consumers having culturally suitable values consumers can identify with.
To design an attractive and consistent brand experience for your users, it is good to understand your key brand meanings.