Day: December 1, 2010

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What i've learned

Logo evolution!!!

If I ask you to brainstorming something about apple, you may say: iphone,ipad, ipod..etc, I believe that the first visual come in most people’s mind will be the white big apple logo.  Most of the time, our first perception of a brand is created by logo. Thus, logo is one of the most important virtual strategy which will help a company presents a brand. I recently working on the project of rebranding  of the MBA society.  Our first few meetings are all about the logo design. Thus remind me the topic about logo revolution.

When I search for the logo revolution, I got bunch of logo changes in most of big brands. Why do they want to change logo??

Take apple as an example, it change from the colourful apple to black and then be the pure white one. As we can see from apple, its logo changes along with the product development.  White is the “brand color” for apple. Recent years, apples’s  innovation oriented, delicate brand name and its white flagship products attracts increasing number of consumers in the electronic product market. The pure white logo exactly fits its innovated, delicate product and company image.  When I worked on the group on the design of MBA society’s logo, the project manager first lead us think about what image this society create for pubic.  The change made on the logo is along with the change in the company’s image.  Logo evolution is actually a company’s change evolution.  The one who position its product well on their target customers and choose the suitable logo for itself will win the war in the market .

Here is the link of the logo changes in 20 famous company.http://best-ad.blogspot.com/2008/08/evolution-of-logos.html

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Categories
Preparation before class What i've learned

“I am lovin it”-brand building

YouTube Preview ImageWhen I did the case about the Olympic sponsorship, I notice that sponsoring an event now developed to be an effective way for the brand building. So what is brand building all about?  According to Wikipedia, A good brand building exercise is   through the concept of “brand awareness”, brand love”, and “ambient brand”.

First of all, generating “brand awareness “among public is kicking the door of a new market, on this stage, media coverage topped the list. Only if people be aware of your brand, there is a chance for them to like it.  That mentions the second step of “brand love”.  Generally speaking, “brand love” is a process to change people’s preference. Building “Brand love” is a really powerful strategy to expand one’s market share.  I know lots of people who only drink Pepsi instead of coke, which shows that their brand preference affect their choice a lot.  Building brand love among the target audience is a way to build the consumer’s loyalty. Thus crates a long term effect for the brand’s development.  In terms of the “ambient brand”, basically, it is allowed the brand to associate with some other well-known brand that has a positive and effective image among the public like Olympic.  The association will create the brand goodwill. That is exactly why company want to get a sponsorship for major events. Brand building is a process of adaption, adapt your target audience to the value, belief, product and company image your company present, with the expectation that eventually your target audience will say “ oh, yes, I’m lovin it.”

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