Class notes

College aantekeningen Branding and Design (S_BAD)

7 views 0 purchase

Course
Branding and Design (S_BAD)

Institution
Vrije Universiteit Amsterdam (VU)

College aantekingen Branding and Design (NL) Lecture notes Branding and Design (ENG) Lecture 1: What is corporate branding? Lecture 2: Branding & Identity Lecture 3: Word branding - brand names and claims Lecture 4: Visual branding - colors and hues Lecture 5: Visual branding - all about lo...

[Show more]

Preview 3 out of 27 pages

View example

Uploaded on March 5, 2024
Number of pages 27
Written in 2023/2024
Type Class notes
Professor(s) Giulia ranzini
Contains All classes

branding
brand equity
symbolic values
identity theories
brand image
brand promise
brand behavior
brand needs
brand awareness

Institution
Vrije Universiteit Amsterdam (VU)
Education
Communicatiewetenschap
Course
Branding and Design (S_BAD)

Evu8

Member since 2 year 48 documents sold

CA$9.28

Added

Add to cart

Add to wishlist

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

Branding and design Stakeholders include corporate brands within
their identities. This can mean, for example:
Master Marketing and Corporate
Communication - Driving an expensive car to
(subconsciously?) communicate status
Lecture 1: What is corporate branding? - Looking for a part time job at
EKOplaza rather than Albert Heijn
What is a brand?
because more sustainable
A brand is “a name, term, symbol or design or - Or… trying to engage with brands
combination of these, which is intended to little as possible (is still an attribution
identify goods or service of one seller, or group of meaning, and a rejection of
of seller and of differentiate them from those whatever that meaning stands for)
of competitors”
Symbol
Products vs Corporate brand
Any object, word or action that stands for
Products and corporate brands can both convey
something else. There is a physical way in
emotions, ideas and memories and can be
which brand are symbols: the logos, names,
associated with substantial value. They are,
and even color choices of a brand make it
however, very different
recognizable and distinctive
But there is more: brands engage in many
symbols at the same time, which are
interpreted by consumers and which,
ultimately, convey meaning
The meaning of meaning
When a brand works, each element associated
with it reminds its audience of the associated Product brand
organization, but also:
- Can have a completely different
- Recalls previous encounters with the identity than the organization behind it
organization (Pringles was owned by Procter &
- Says something about the company Gamble until they sold to Kellogg’s in
values and leadership 2012)
- Communicates something about the - Only really concerns one product, or a
products small group of products
- Targets consumers only
- Is only mean to survive as long as the
Imagine a consumer buying a t-shirt from the product survives
following brands. Do you visualize the same
person? Corporate brand
- If endorsed (such as HEMA) it
influences all the products of an
organization, no matter what kind
- Originates from the company’s
heritage, its values and beliefs, and
what members of the organization
have in common
Brand & Identity

, - Targets all stakeholders, including
employees, managers, suppliers and
Where BA went wrong?
even politicians
- Is meant to be long lasting Culture/Vision gap:
- Management did not involve
employees in the decision making
Corporate branding is hard to change
behind the airplane redesign and
(successfully)
- Planned an expensive airplane
redesign as well as a plan to cut costs
(likely, resizing personnel)
Example: A tale of two airlines
Vision/Image gap:
- Management ignored how UK
consumers would react to the airplane
redesign
- Discounted the appreciation
consumers from the rest of the world
had about the Britishness of BA before

Measuring the value of brands
Intangible assets
- Economists measure the value of
organization based on their assets (NL:
British Airways: They did not really consider activa), that is, the capital that they
what the consumers wanted. have generated
- Assets typically divide themselves in
Southwest Airlines: put the culture at front. It’s
two categories:
what the employees and stakeholders wanted
o Tangible assets: buildings,
cash, investments,
equipment…
VCI Alignment Model o Intangible assets: elements of
value that do not exist
physically, such as patents and
indeed brand equity

Brand equity
Represents the value of a brand in the market
place. It is defined by five elements:

Strategic vision: management who decides 1. Market behavior
what needs to be done 2. Awareness
3. Association and differentiation
4. Quality
5. Loyalty

, Symbolic values
Consumers (but more broadly stakeholders) of
a certain organization attribute a value to its
brand because it defines a degree of belonging
based on the creation of a common ground of
understanding
Based on the values conveyed by the brand,
stakeholders
- Buy branded products
- Invest in the company stock
- Work for the company behind the
brand
- Promote the brand, as consumers
- Invest trust in the brand
 This symbolic value of a brand
translates into financial value

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller Evu8. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for CA$9.28. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

81989 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling

Class notes

College aantekeningen Branding and Design (S_BAD)

Document information

Subjects

Written for

Seller

Reviews received

Content preview