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Branding
![What is branding?Branding is "modern cultural language of the modern society...](https://documents.infourok.ru/80b93cb8-4046-4dcc-913a-2c0b346f7499/slide_02.jpg "What is branding?Branding is "modern cultural language of the modern society...")
2 слайд
What is branding?
Branding is "modern cultural language of the modern society basing on the market relations"
Branding is the main way of differentiation of products and the instrument of advance of the goods on the market
3 слайд
History of branding
Branding was actively applied in the Middle Ages when shop handicraftsmen marked the goods with special brand
In early history of the United States of brand were often used for cattle identification
The real blossoming of idea of branding fell on the second half of the twentieth century
4 слайд
Branding — is the main task of any large company
Creation and advance of a brand or branding are necessary for obtaining additional benefit from a certain product at the expense of penetration into consciousness of people, formation of the attachments based on feelings and emotions
5 слайд
Brand creation & Brand advance
Reasonable creation of a brand is the joint creative work of the advertiser realizing the organizations and advertizing agency
Following a step is brand advance — it is activities for creation of long-term preference to the goods
6 слайд
Development of a brand
In most cases development of a brand it not only branding of a new label in the market, but also change of an existing brand, that is rebranding
Rebranding - a complex of actions for brand change, or its components: names, a logo, visual registration of a brand with positioning change
7 слайд
Branding tools: Creation of a product concept
Description of the good
Positioning
Pricing
Range of products
Corporate Identity
Creation of a product conception means the development of new models of goods and services
8 слайд
Branding tools: Creation of an advertising concept
An advertising concept - the basis of the idea of branding - is a plan, paints, conditions, heroes of an advertising campaign, promotion and events.
Slogan
Poster
Sticker
Leaflet
Booklet
Shelf talker
Brochure
Outdoor signs
Light box
Media space for magazines and newspapers
Catalogue
9 слайд
Branding tools: Creation of marketing communications
Marketing communications mean the process of transfer of information about the target audience products
Strategic and tactical purchases of mass-media
Media planning
Negotiations with owners of the mass-media
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What is brandbook?
Brandbook is the integral, intracorporate edition focused on employees of the company
Brandbook — the official description of essence and values of a brand, company self-identification, and also forms and methods of their designation for employees and consumers
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Structure
Elements of brandbook:
Detailed description of the logotype
All cores and firm complementary colors.
Every possible variations of the logo.
Documentation structure.
Firm font of the company.
The business documentation.
Souvenir production of firm.
Every possible images (photos, design).
12 слайд
Thank you for attention!
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