Psychology of Branding

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PSYCHOLOGY OF BRANDING

Nina AnigboguPepeliaev Group

Moscow

22 January 2014

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Product

Unique design, sign, symbol, word, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind

What is a Brand and why do we need one?

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The perception of an organisation that exists in the minds of those who encounter said organisation

What is a Brand and why do we need one?

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Company

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•The emotional and behavioral characteristics of an individual or a group. • This includes perception, cognition, attention, emotion, motivation, brain functioning, personality, behavior, interpersonal relationships and the unconscious/subconscious mind

What is a Brand and why do we need one?

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Psychology

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Consumer behaviour

These are the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions.

Consumer behaviour

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Buyer’s decision process

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When creating a brand, it is important to know who your target audience isCULTURAL

• Culture

• Subculture

• Social class

SOCIAL• Referen

ce group

• Family

• Roles and

status

PERSONAL

• Age• Occupat

ion• Finance

s• Lifestyle• Persona

lity

PSYCHOLO-GICAL BUYER

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Buyer’s decision process

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Kotler’s model of a buyers’ decision Process

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Motivation

Perception

Attitude formatio

n

Integration

Learning

Buyer decision process

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Psychological: What goes on in the buyer’s mind

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Mini-game

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What went wrong??

Cola advert in the Middle East

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A name should be short, easy to remember. Brand names come in many styles:

Initialism: A name made of initials e.g. IBMDescriptive: Names that describe a product benefit or function e.g. Whole Foods or AirbusAlliteration and rhyme: For example Dunkin' Donuts, Krispy KremesEvocative: Names that evoke a relevant vivid image, such as AmazonNeologisms: Completely made-up words, such as KodakForeign word: Adoption of a word from another language, such as Volvo or SamsungFounders' names: Using the names of real people, (especially a founder's name), such as Hewlett-Packard, Dell or DisneyGeography: Many brands are named for regions and landmarks, such as Cisco and Fuji FilmPersonification: Many brands take their names from myths, such as Nike, Versace,

Elements of Branding

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Name: The word or words that identifies a company, product, service, or concept.

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When choosing a logo, you first have to decide what you want it to say about your company/product. How do you want to portray your company - friendly, easy accessible, informal, hi-tech, exclusive. Also, where do you plan to use your logo?

Elements of Branding

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Logo: The visual trademark that identifies the brand

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The Apple logo history

April 1st 1976First official Apple logo from May 17, 1976 to

August 26, 1999

Apple logo today

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The slogan should be brief, reflect exactly what your company is about and differentiate your brand from competition. Your slogan must elicit an emotion.

Hilton sales motto “Let’s spoil you a little” Nike “Just do it” L’oreal “Because I’m worth it”/“Parce que je le vaux bien"

Elements of Branding

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Slogan, Motto and catch phrases

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Failed slogans

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The dynamic ribbon is a trademarked part of Coca-Cola's brand, the tick if for Nike, etc.

Elements of Branding

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Graphics

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Elements of Branding

Graphics can also be personalised

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Role of graphics in brands

Can you spot what is wrong?

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Mini cooper, iPhone, Samsung Galaxy series are trademarked elements of those brands.

Elements of Branding

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Shapes

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•Colours carry meaning (and they can vary by culture). •Keep the color selection down to 2-4 colors

Elements of Branding

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Colours

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COLOUR

POSITIVE ASSOCIATIONS NEGATIVE ASSOCIATIONS

RED Physical, courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement

Defiance, aggression, visual impact, strain

BLUE Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm

Coldness, aloofness, lack of emotion, unfriendliness

YELLOW Optimism, cheerfulness, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity

Irrationality, fear, emotional fragility, depression, anxiety, suicide

GREEN Health, harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace

Boredom, stagnation, blandness, enervation

Psychological Properties Of Colours

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COLOUR

POSITIVE ASSOCIATIONS NEGATIVE ASSOCIATIONS

VIOLET Royalty, justice, spiritual awareness, containment, vision, luxury, authenticity, truth, quality

Introversion, decadence, suppression

ORANGE Physical comfort, food, warmth, security, sensuality, passion, abundance, fun

Deprivation, frustration, frivolity, immaturity

PINK Physical tranquility, nurture, warmth, femininity, love, sexuality, survival of the species

Inhibition, emotional claustrophobia, emasculation, physical weakness

GREY Psychological neutrality Lack of confidence, dampness, depression, hibernation, lack of energy

BLACK Sophistication, prestige, glamour, security, emotional safety, efficiency, substance

Oppression, coldness, menace, heaviness

Psychological Properties Of Colours

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A unique tune or set of notes can denote a brand. CNN, Motorola, Nokia, iPhone, Intel logo composed by Walter Werzowa

Elements of Branding

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Sounds

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Elements of Branding

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Scents

The perception of smell consists not only of the sensation of the odours themselves but of the experiences and emotions associated with these sensations.

Smells can evoke strong emotional reactions.

There are also some fragrances which appear to be universally perceived as ‘pleasant’ – such as vanilla. Hence, this has become an increasingly popular ingredient in perfumes

In the perfume industry, certain scents have become trademarked, and are now associated only with a particular perfume.

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The rose-jasmine-musk scent of Chanel No. 5 is trademarked.

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Elements of Branding

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Taste

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Integrate your brand. Make sure your brand extends into every aspect of your business:• Communication: both internal and external• Appearance during meetings with clients and at events • Your e-mail signature, • others.

Elements of Branding

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Customer relationship management

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Based on the founder’s name: Pepeliaev

PEPELIAEV GROUP

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The name

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PEPELIAEV GROUP

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Logo

http://www.adme.ru/brending/frontdesign-provel-rebrending-mezhdunarodnoj-yuridicheskoj-gruppy-front-design-203305/

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PEPELIAEV GROUP

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Graphics

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Creating a corporate character helped to:

•Personalise the brand•Bring an additional element to brand identity

PEPELIAEV GROUP

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Graphics

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PEPELIAEV GROUP

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Colour

http://www.adme.ru/brending/frontdesign-provel-rebrending-mezhdunarodnoj-yuridicheskoj-gruppy-front-design-203305/

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•Dress code, accessibility

PEPELIAEV GROUP

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Customer relationship management

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PEPELIAEV GROUP

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Accessibility and internal communication

http://svetlyac.livejournal.com/242216.html

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PEPELIAEV GROUP

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Accessibility and internal communication

http://svetlyac.livejournal.com/242216.html

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Customer relationship managementCommunication: with clients, members of the press, colleagues from other firms, internal communication

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Thank youMerçi

Спасибо謝謝

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Contact Details

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Thank you for listening

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