Brand IdentityLearning objectives

•to understand what is meant by ‘brand identity’

•to recognise elements of brand identity in music magazine front covers

What is a brand?

• a product or range of products that has a set of values associated with it that are easily recognised by the consumer.

What is ‘Brand Identity’?

• Logo?• Slogan?• Typeface – font, style, size, positioning• Colours• Layout/design• The visible elements of a brand (such as

colours, design, logo, type, name, symbol) that together identify and distinguish the brand in the consumers' mind.

1. Brand Essence

• a way of summing up the significance of the brand in one simple sentence:

“Authentic Athletic Performance”

2. Brand Slogan

• a public way of identifying the brand for consumers - often associated with a logo

Just Do It

3. Brand Personality

• marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour

4. Brand Values

• what does it stand for/against?

5. Brand Appearance

• What does it look/sound/taste like?

6. Brand Heritage

• how long has it been around? does it have customers who have been loyal to it for many years?

7. Emotional benefits

• how it avoids/reduces pain or increases pleasure

8. Hard benefits

• bigger? better? cheaper? washes whiter?

Magazine Brand Identity• Magazines are competing for audience

attention in a crowded marketplace