Brand

1
Brand Identity

• Susan Markvart, Christy Reynaud, Chen Xie,
  Marientina Gotsis, Hermann Lohninger

2
Brand

• a mark made by burning with a hot iron to attest
  manufacture or quality or to designate ownership
  (2) a printed mark made for similar purposes
  TRADEMARK b (1) a mark put on criminals with a
  hot iron (2) a mark of disgrace STIGMA ltthe
  brand of povertygt
• a class of goods identified by name as the
  product of a single firm or manufacturer MAKE b
  a characteristic or distinctive kind lta lively
  brand of theatergt
• a tool used to produce a brand

3
Identity

• The collective aspect of the set of
  characteristics by which a thing is definitively
  recognizable or known.
• The set of behavioral or personal characteristics
  by which an individual is recognizable as a
  member of a group.
• The quality or condition of being the same as
  something else.
• The distinct personality of an individual
  regarded as a persisting entity individuality.

4
Brand Identity
individual
group
company
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MichaelJordan
The power of sports creating a role model
Sports image selling products
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Pelé
The Superchampion The power of sports creating
an image
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Madonna
Evolution Recreation of Image Trend-Setting vs
Trend-Following
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Elvis
His image is immortal
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Van Gogh
Andy Warhol
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Their Images Became Their Identity
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Chuck Norris Christie Brinkley

• Their image promotes a product

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George Foreman
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Bill Gates Dave Thomas

• Their product is their image

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Mr. Whipple
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One Hit Wonders
Imposters and scandals get our attention Their
image remains in the publics memory
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In The Future?

• Will everyone be able to become famous?
• Web, Television, Video, Teleconferencing etc.,
  may give everyone the opportunity to become
  famous

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Communities

• Before After

A virtual community possible
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Teenagers

• Shock value declines?
• People have already become accustomed to teenage
  behavior

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Teenagers

• New generation trends Something old, something
  new...

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Senior Citizens

• A growing population
• Living longer - playing harder
• Its hip to be old

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Families

• Traditional image of family is changing

22
Women

• Will the media dictate the image of women forever?

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Workers

• The Cyber-Workplace is closer than you think
• Do you really need an office?

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Republican, Democrats, etc.

• If they werent holding signs, do you think you
  could tell the difference?

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Nazis, Hitler Art

• The power of a symbol and propaganda is still
  alive
• Hitler was very aware of the power of image

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Nazis, Hitler Art

• Strongest Group Individual Impact in History

27
Religion

• The web is transforming groups in ways they never
  imagined

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In the future?

• Belonging to a group means nothing if nobody
  knows who you are.
• Your identity in a virtual group can be faked and
  stolen

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IBM

• IBM making sure every kid has a computer Has
  Big-Blue gone soft?

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Apple the imac

• Progressive, trend-setting.
• The Power of a Philosophy.

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Microsoft Windows
Own everything, be everywhere. The Power of a
Monopoly.
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GAP
Small logo big culture attachment
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Calvin Klein
Promoting a culture of skin and questionable
beauty
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Controversy
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www.turbonium.com
VW launched website just for this product Other
manufacturers are following the trend.
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Intel
WebOutfitter Service just for Pentium III
owners. Do you have Intel Inside?
37
Computer Associates
They own everything but do you know who they
are?
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Merger Phenomena
Company identity becomes impossible to define and
distinguish Nortel Networks and Hewlett Packard
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A Global Symbol, Company and Philosophy -The
Pioneer Always Coca-Cola
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Pepsi
-The Next Generation The Joy of Cola
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Nike
-The Ultimate Feel Good Company Just do it
to Were all athletes
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Nike
-The Ultimate Merchandizer Build your own
shoe
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Choose your Country?
E-commerce has made commerce global
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The Future?
Just point-and-click to your identity