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Branding

Product Identity & Packaging
BG Cafe – METRO DESIGN, NJ 
In partnership with Ms. Marcia Romanuck & SRD Photography - Steven Dewberry
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 See Packaging Portfolio 3 Examples

     WhiteLight Design views Branding as a three dimensional opportunity to create an ever lasting image, knowing you only one chance to make a good impression.  Branding, graphic design, advertising and promotional packaging design are typically developed by advertising agencies, marketing researchers and graphic designers of mass packaged products, but today the art has extended to Industrial Designers to marry product with trade brand to create trendsetting memories.  Branding is the practice of unifying the wholistic image or recall perception of a product as labels of ownership directed to its customers and end users. 

     Our approach to Branding development is multi-dimensional approach to advertising, design and promotion including attempting to reach into the short and long term memory of customers by visual, auditory, olfactory and tactile sensory stimulation and repetition. This may include 2D print graphic design representing a company or trade name, term, design style or geometric form, symbol, logo or trademarks, slogans, mascots, jingles, high definition music commercials, pod casts and web streams.   We partner with Corporations, Entrepreneurs and Marketers to engage branding from a total image perspective, seeking to develop or align the expectations behind the product or brand and user interface experience, creating the impression or certain qualities or characteristics that make that brand stand out or unique and memorable.  

In the above example, WD worked closely with Metro Design and it's chief Owners to create and develop proprietary several new lines of products, including two new product lines for a series of everyday household kitchen and dining products for discount retail market.   The program resulted in complete image for over 30 new package box designs which reflect a more appealing and higher quality image to promote sales  See Bella Light

Our Branding program services include:

See  Branding Program Services Capabilities

The Branding Experience

     Manufacturers now recognize how customers develop relationships with their brands in the social, psychological and anthropological experiences, striving for touching the senses and association with qualities, such as youthfulness, fun, success and luxury linked to their products.  Thus began the corporate practice of 'branding', wherein the customer buys the brand rather than the product.  This trend arose in the 1980s when in 1988, Phillip Morris ® bought Kraft ® for its brand name, for as much as six times its worth. Besides the actual industrial design or physical product styling design, corporations and manufacturing companies working with Sales and Marketing Managers, Advertising Agencies and Industrial Designers create unified themes for trademark branding programs that include personal symbology, metaphors, historical references, that are seen, heard or experienced in almost every aspect of our lives including fashion, signs, and architecture, store merchandising and of course mass commercial broadcasting or streaming. Masters of this practice use in depth marketing analysis techniques such as focus groups, polling, observation, field studies, interviewing and participant emersion into the user's environment to explore and qualify new social trends and emerging market niches. Try noticing the number of Coca-Cola ® logos and associated trademarked products the next time you are out.

Local to Global

     Moving from local to national to global, manufacturers need to brand or promote and sell their products to a wide range of customers to convince buyers that they could trust and justify the purchase of their product over the competition.  This branding is evidenced in today's marketplace in companies like Campbell's pancake syrup, and Quaker Oats® ,  have continuously used branding techniques including graphic design, packaging design, point of purchase and display design, signs and web promotion to increase the customer's familiarity with the products.   The fortunes of many other brands such as Ford® Motor Company, Disney®, IBM®, Kellogg's®, PepsiCo®, Proctor & Gamble® (P&G)  and Tommy Hilfiger® drive success in competitive and financial markets, with total control of the branding experience being the organization's most valuable asset.  

Private and Cross Branding

     Retailers' are now developing competitive "own label" brands which can be just as powerful.  For example the Kroger's food chain (Private Label - brand) brand or line extensions or cross branding is now common for existing brand names in which a trade brand can be used as a vehicle for new or modified products; for example, many fashion and designer companies (Tommy Hilfiger®) extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.. i.e. Caterpillar to shoes and watches, Adidas® and Puma® to personal hygiene.

Brand Association

     A brand image may be developed by attributing a "famous personality" to or associating an "image" with a product or service, whereby the personality or image is endorsing the "brand".  (Tiger Woods® & Nike® endorsement relationship)  Branding or establishing a brand is one of the most valuable elements in an advertising campaign.   Creating and brand recognition maintaining a brand is called brand management looking to achieve a brand franchise or brand equity.  Brand equity measures the total value of the brand to the owner, and the extent of the franchise or identifying brand name which constitutes a type of trademark,  A brand owner may seek to protect proprietary intellectual property rights through trademark registration.

Brand Globalization 

     An important driving force behind advertising is the accelerating pace of globalization.   As markets expand and diversify, it becomes more  costly to be competitive and a product’s superiority is in itself, no longer sufficient to guarantee brand success.  The fast pace of technological development and the increased speed with which imitator's turn up, has dramatically shortened product lifecycles. The consequence is that established brand recognition and product-related competitive advantages are no longer taken for granted as defining sales success.  Companies now use a multiple brand approach.   The rationale is that having 3 out of 10 brands in a designated market gives a greater share than having 1 out of 10, even if much of the share of these new brands is taken from the existing ones.   An example is a supplier pioneering a new market - may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.   However, focusing on an individual brand names naturally allows a variety of products of differing quality, without degrading higher quality products or losing a consumer's relationship to the core brand. Procter & Gamble is a leading exponent of this philosophy, with as many as ten detergent brands in the US market.   This also increases the total number of "facings" or branded packages on the market shelves.

Branding & The Web

     The use of a domain name and web site should be carefully considered prior to development of any new product brand.  With the internet as the primary source of new business for many companies, new opportunities and challenges have been given to marketers and executives in charge of development and protection of corporate branding. For new companies, creating a brand now must include first checking to see if the "domain name" or  " www.companyname.com" is available or can be purchased before investing heavily and building upon the name.  By synchronizing a brand with a domain name, it is easier to market, gain and keep customers.  

QUICK LINKS

See Packaging Design Portfolio  3

See Display & Exhibit Design Portfolio 4

General Questions Contact: Mr. Willis Whiteside, M.S. IDSA willis@whitelightdesign.com or call us at (770) 277-7097

 See the WhiteLight Design Team

 





 

 

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