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Dissertation Report: Brand IdentityBy Connor Molde Computer Games & Interactive Media Year 2
Brand Identity Dissertation Report By Connor MoldeContentsSection 1:Opening PagePage 1Section 2:AbstractPage 2Section 3:Aims and ObjectivesPage 3Section 4:Definition of TermsPage 4Section 5:The Objectives and Arguments Section5.1. ResearchPages 5-65.2. VisionPage 75.3. Cross CulturesPage 85.4. NamePage 95.5. MeaningPage 105.6. Brandmark (logo)Pages 11-125.7. SloganPages 13-145.8. ColourPage 155.9. TypographyPage 165.10. WebsitePages 17-185.11. Social MediaPage 195.12. AdvertisingPage 20Section 6:6 ConclusionPages 21-22Section 7:7 Action Plan/ Further StudyPage 23
Brand Identity Dissertation Report By Connor Molde1. Opening Page‘ What elements go into creating brand identity and howcompanies can use brand identity to have a positive effect ontheir success? ’ (Hypothesis)The focus of the dissertation is brand identity and it will be looking into the hypothesis ‘whatelements go into creating brand identity and how companies can use brand identity to havea positive effect on their success?’ It will develop and draw conclusions as to what differentelements go into creating brand identity and how businesses can use each of them to be aseffective as possible.1
Brand Identity Dissertation Report By Connor Molde2. AbstractCompanies and businesses worldwide are trying to get their brand out to customers andwant to become as successful as possible. There are many different elements that go intocreating a successful business, for example, a business strategy which outlines exactly whatthey are going to do and how they are going to do it. However, the focus of this dissertationis brand identity and how company’s can use it to have a positive effect on their businessessuccess.The hypothesis for this dissertation may seem to have an obvious answer, but it isparticularly interested in identifying the elements that go into brand identity, as this will bevery beneficial for both my university assignments and my own commercial work.The research undertaken for this dissertation is mainly sourced from the internet and books.The internet was very useful for some aspects of research as it is very easy to search for thespecific information required.However, the most effective form of research was going to the NTU Library (Nottingham TrentUniversity Library) as there were many books available to loan and finding the right bookwas very easy. I found a number of books which has helped a lot for the research of thisreport. They have provided vital information on many different aspects of brand identity suchas; advertising, market research, names, vision and brand marks.2
Brand Identity Dissertation Report By Connor Molde3. Aims and ObjectivesThis is a metaphoricvisual way of describing acompany’s aim. The dartshitting the bullseye is away of showing a companyachieving what it aimed toachieve.Marketing is a key area within industry; however, the intention of this report is to try toexplain as many elements of brand identity as possible to show how and when they should/can be used effectively. Brand identity can affect a business in a positive way.This report covers a series of topics that are all key elements of brand identity. They can allhave a positive effect on the success of a business affecting market research, the company’svision, name, brand mark, colour and advertising.The main objective for this report is to give a solid understand of the elements that go intobrand identity and how it can have a positive effect on their success.I intend to use the knowledge and understanding gained from this dissertation report in thedevelopment of my career in the setting up my own business as a freelance web designer, asI will need a better understanding of brand identity and how to market it.3
Brand Identity Dissertation Report By Connor Molde4. Definition of TermsUnderstanding the terms that are going to be measured and assessed within this dissertation is vital. Whenasking can brand identity have an effective impact on a business, establishing what is meant by ‘Brand’,‘Brand identity’ and ‘Branding’ in this context is essential for concluding effective results for my report.What is a brand? [1][BOOK] [Alina Wheeler (2013). Designing Brand Identity. 4th edition. Canada: JohnWiley & Sons inc. [Page 2. What is a brand?]. A ‘brand’ is a type of product manufactured by a particularcompany under a particular name. As competition creates infinite choices, companies look for waysto connect emotionally with customers and create lifelong relationships. A strong brand stands out ina densely crowded marketplace. Customers fall in love with brands, trust them and believe in theirsuperiority. How a brand is perceived affects its success, regardless of whether it is a start-up, a nonprofitor a product.What is a brand identity? [2][BOOK] [Alina Wheeler (2013). Designing Brand Identity. 4th edition. Canada:John Wiley & Sons inc. [Page 4. What is a brand identity?]. ‘ Brand identity’ is the expression of a brand,which includes its name, trademark, communications, and visual appearance. Because the identity isassembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand.What is a branding? [3][BOOK] [Alina Wheeler (2013). Designing Brand Identity. 4th edition. Canada:John Wiley & Sons inc. [Page 6. What is a branding?]. ‘Branding’ is a disciplined process used to buildawareness and extend customer loyalty. Branding is about seizing every opportunity to express why peopleshould choose one brand over another. A desire to lead, outpace the competition and reach customers isthe reasons why companies leverage branding.4
Brand Identity Dissertation Report By Connor Molde5. The Objectives or Arguments Section5.1. Research Part OneThis is a visual of a chart,which is a visual way ofanalysing data from marketresearch.The first priority for a brand is to understand its mission, vision, target markets, corporate culture, competitive advantage,strengths and weaknesses, marketing strategies and challenges for the future. Research can be the catalyst for change. Theuse of misguided or no research can stand in the way of creativity. Research is the gathering, evaluating and interpretingof data. This affects customer’s preferences for products, services and gives new insights about attitudes, awareness andbehavior of the brand’s prospects.There are two main types of research, these include:Primar y Research: [4][BOOK] [Alina Wheeler (2013). Designing Brand Identity. 4th edition. Canada: John Wiley & Sons inc.[Page 120. Primary Research].This is the collection of new information designed to fit specific needs such as; focus groups, online surveys and one to oneinterviews.Secondar y Research: [5][BOOK] [Alina Wheeler (2013). Designing Brand Identity. 4th edition. Canada: John Wiley & Sonsinc. [Page 120. Secondary Research].This is the interpretation and application of existing statics or data. This form of research can be found in many resourcessuch as websites and books.5
Brand Identity Dissertation Report By Connor Molde5. The Objectives or Arguments Section5.1. Research Part TwoIf a company did not undertake any form of research anything they tried to do would be a risk as they would not know if itwould work or if it was suitable for their target audience. There are two key benefits of using research in the brand identitydevelopment process:Minimize Risk: [6][WEBSITE][Franke and Fiorella. 2007. The Importance of Research in Brand Identity Development.[ONLINE] Available at: rand-Identity-Development1.pdf . [Accessed 09 January 14] Conducting research for the brand identitydevelopment process helps the business assess whether or not the brand strategy is suitable for their target audiencebefore the launch. It is better for a brand to modify their strategy in response to any potential negative feedback beforethey launch it rather than waiting until they have launched it and realising there is an error and receiving negativefeedback.More Confident Design Approaches: [7][WEBSITE] [Franke and Fiorella. 2007. The Importance of Research in BrandIdentity Development. [ONLINE] Available at: rand-Identity-Development1.pdf . [Accessed 09 January 14] Research can’t predict what isgoing to happen in the future of the industry, but it does provide vital insights into how customers think, feel and act, givingeveryone in the business the confidence to be creative and different, which leads to brands creating something completelynew.There are many forms of research that companies use for effective brand identity development, e.g. focus groups. Groupdiscussions are normally with a small amount of people, which the company are trying to base their brand around (targetaudience). Companies want to gather relevant information about attitudes; perceptions and needs of their target audienceand helps brands create effective products that they know their customers will like.However if research is not used there is a strong tendency of brands taking the “safe” route because they will already knowwhat products are currently successful within the industry; so instead of creating a new and unique product, they createsomething that is very similar to existing products by other brands.Research is arguably one of the most crucial aspects throughout the brand identity process, as it allows companies to beable to know what their target audience thinks and feels. This therefore opens the door to trying to create a product thatcompletely unique and never seen before within the industry.6
Brand Identity Dissertation Report By Connor Molde5. The Objectives or Arguments Section5.2. VisionThis is a visual of a ‘Venndiagram’ for a business planand it shows the differentaspects of the process.Vision requires big ideas, products and services by businesses that have the ability toimagine what others cannot see and the passion and drive to deliver what they believe ispossible. Behind every successful brand are passionate people who inspire everyone withinthe business and inspire their customers to believe in their ability and goals to help thembuy into the brands vision.Vision is a very important element of brand identity because it helps everyone buy into theideas of the brand. From a customer’s perspective it is very exciting to get the feel that youare part of the vision, for example, when companies like ‘Apple’ have big visions for thefuture which normally consists of high-profile announcements of forthcoming new products.This enables their customers to see what the future holds so they get excited at the prospectand buy into the vision, which is very powerful in creating a successful brand identity.7
Brand Identity Dissertation Report By Connor Molde5. The Objectives or Arguments Section5.3. Cross CulturesThis image is from the book‘Designing Brand Identity’ andit shows the difference in thetwo advertisements for twodifferent cultures. [8][AlinaWheeler (2013). DesigningBrand Identity. 4th edition.Canada: John Wiley & Sonsinc. [Page 14. Cross Cultures]The web industry has made all companies global. When building a brand a cultural insight is vital, e.g.,naming, logo design, image development and colour. It requires the creative team of any brand to payattention to the cultural differences, as there have been so many examples of companies offending their owntarget market.[8][BOOK] [Alina Wheeler (2013). Designing Brand Identity. 4th edition. Canada: John Wiley & Sons inc. [Page14. Cross Cultures] An example of a brand, who understands cross cultures, is ‘Deloitte’. For most countries,Deloitte’s Green Dot campaign utilizes black backgrounds. However, the Chinese culture associates blackwith death so ‘Deloitte’ decided to change the background colour to white for the Chinese advertisement.This aspect of brand identity is particularly relevant to big companies whose target audience is global.However, it is essential that every brand has a good understanding of their customer’s culture(s). Thisdemonstrates respect towards the customer and makes them feel important.8
Brand Identity Dissertation Report By Connor Molde5. The Objectives or Arguments Section5.4. NameThis image is a montageof different brand logos ofsuccessful companies, such as;Nike, Coca Cola, McDonaldsand Apple.Finding the right name for the business is a vital part of any brand and is one of the main aspects of the brands identity. Theright name should be timeless, tireless and easy to say and remember.The name of the brand is the primary element because all the other aspects, which go towards brand identity will all featurethe name, e.g. on emails, the website, business cards, presentations and advertisements.A well-chosen name is an essential brand asset for any company. Typically, it is the name that customers remember. Look atcompanies, such as, Amazon, Coca Cola, Starbucks; they all have the qualities, which create an effective name.There are many factors which go into creating an effective name. The name has to be ‘meaningful’, which means it mimicsin some way the brand and it supports what the company wants to achieve. It also has to be ‘distinctive’, which means ithas to be unique and easy for the customers to remember. The brand name has to have ‘positive’ meaning and no negativeconnotations. Finally, if the brand name is visual it will lend itself well in a graphic presentation (logo).9
Brand Identity Dissertation Report By Connor Molde5. The Objectives or Arguments Section5.5. MeaningThis visual is from the book ‘Designing BrandIdentity’ it is from the company ‘SpectrumHealth System’s Mosaic’ which represents themany parts of the company working togetherto form an integrated health system.
Research-in-Brand-Identity-Development1.pdf . [Accessed 09 January 14] Conducting research for the brand identity development process helps the business assess whether or not the brand strategy is suitable for their target audience before the launch. It is better for a brand to modify their strategy in response to any potential negative feedback before they launch it rather than waiting until .
