brand identity wikipedia

With bibl., index. To build demand, they need to understand and fulfil the needs and aspirations of their intended audiences. Special attention is paid to corporate identity in times of organizational change. Senza cambiare i punti di riferimento per il pubblico, aggiornare i materiali di comunicazione rilevanti e l’identità web e social in corrispondenza di eventi comunicativi importanti può rivelarsi cruciale; adattamento alla tendenza di mercato. Il termine logo indica l’insieme dei simboli grafici che identificano un’azienda o un prodotto al fine di distinguersi dalla concorrenza. Esso si basa sui concetti di two-step flow of communication e endorsement-based lead generation systems e del modo in cui essi consentono il “buzzing” del brand, il suo diventare, se non virale in senso stretto, quantomeno “vibrante” nella nicchia prestabilita. To put it simply: everything that you can see (the visual language) is brand identity. The expressive organisation: linking identity, reputation and the corporate brand. Nello specifico sono caratteristiche direttamente percepibili che rappresentano la fonte diretta di utilità che quel prodotto ha per il consumatore[8]. Birkigt, K., & Stadler, M.M., (1986). Brand identity should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional, or self-expressive benefits.” (Aaker, 1996:68) Brand identity represents how the brand wants to be perceived, it leads brand image and is situated on the sender’s side. Veronica Napoles, Corporate identity design. By unifying all fronts of the marketing firm, communications are synchronised to achieve consistency, consonance and ultimately strong corporate identity.[11][12][13][14][15][16][17]. Brand identity is … All the messages, all the marketing communications, all the brand experiences, and all of the product delivery need to hang together and add up to something meaningful. Quindi, il fine non è il risultato, ma il percorso creativo. Clearly, Bose established the brand identity for their headphones. [23], Management, Vol. They are the set of unique fundamentals and characteristics that identify the physical, character, and personality traits of the brand in the market and in the minds of the customers. Coca-Cola). Practically, your brand identity is all the combined elements of your brand, including color, logo, content messaging, and overall feel and look that identifies you to your customers. D’altro canto, il pubblico attuale si fida di ciò che conosce e un rebranding affrettato rischierebbe anche di essere controproducente. Second, a corporate visual identity symbolizes an organization for external stakeholders, and, hence, contributes to its. dopo un notevole cambiamento (ad esempio un cambio di proprietà o di sede). [20] Guidelines, procedures and tools can be summarized as the structural aspects of managing the corporate visual identity. Coherence. Van den Bosch, A.L.M., De Jong, M.D.T., & Elving, W.J.L., (2005). imballaggio richiudibile), comunicazione, tanto che l'imballaggio può definito «uno spot sempre in onda». 2: Brand message is tied together in terms of brand identity. It’s how the company feels that it should be perceived by the consumers. Elementi costitutivi della brand identity sono la vision e la mission. 200–207. This is seen in Apple TV advertisements, the Apple Store design, the physical presentation of customer facing Apple employees and the actual products, such as the iPhone, iPad and MacBook laptops. Brand identity is what you can see. Employees need to have knowledge of the corporate visual identity of their organization – not only the general reasons for using the corporate visual identity, such as its role in enhancing the visibility and recognizability of the organization, but also aspects of the story behind the corporate visual identity. [21], The concept of visually trademarking one's business spread widely during the Industrial Revolution. The Brand Prism is represented by a hexagonal prism which defines 6 characters of a brand. Environment, Identity, Packaging, Print OMSE’s identity for Peddlers Gin Co. combines the charm of sign-writing with functional expectation Identity, Packaging, Print, Typeface Regular Practice’s calming identity for candle brand NETTE depicts warmth and character Identity, Packaging, Print, Typeface These sources include personal sales, advertising, sales promotion, direct marketing, public relations, packaging and events departments. Relationships between personal and corporate reputation, European Journal of Marketing, 35 (3/4), pp. Many companies pro-actively choose to create media attention and use it as a tool for identity construction and strengthening, and also to reinvent their images under the pressure of new technology. more. Designed by Stewart Winner Inc., it included a monogram, one-line logo and stacked logo. However, corporate identity needs to be managed on a structural basis, to be internalized by the employees and to harmonize with future organizational developments. Corporate identity: making business strategy visible through design. Questa pagina è stata modificata per l'ultima volta il 17 dic 2020 alle 20:18. The stake holders at this level of IMC integration are employees, investors, financial community, government and regulators (Duncan and Moriarty, 1998 as cited in Laurie & Mortimer, 2011). Further, it seems to be important that the organization communicates the strategic aspects of the corporate visual identity. Anything that sends a message about your business–any of the ingredients related to your product or service–should create an appeal. Oxford: Oxford University Press. Managers are important as a role model and they can clearly set an example. The story should explain why the design fits the organization and what the design – in all of its elements – is intended to express. pp. The corporate identity is typically visualized by branding and with the use of trademarks,[4]but it can also include things like product design, advertising, public relations etc. Ogni tassello è creazione.[11]». Contributo a una metodologia didattica, Communication design. Brand Attributes are the core values that define the overall nature of the company and represent the essence of the brand. Brand identity is a crossroads of both a brand and branding. Corporate visual identity plays a significant role in the way an organization presents itself to both internal and external stakeholders. Tali situazioni possono essere ricollegate tanto alla necessità di rimodernare un marchio datato, quanto al mutare delle preferenze del target di riferimento oppure anche ad eventi negativi per l'immagine dell'azienda, i quali impongono un riposizionamento del marchio. 'The Archaeology of Dutch Capitalism and the Colonial Trade,'. L’immagine di marca deve necessariamente essere coerente nel tempo, ma il marchio in sé è più flessibile e può adattarsi all’andamento del mercato. Long Range Planning, 26 (2), pp. Olins, W., (1989). La mission, invece, spesso confusa con il primo elemento, consiste nell’azione pratica necessaria al fine di raggiungere gli obiettivi proposti dalla visione aziendale: cosa fare effettivamente affinché il brand possa raggiungere i suoi obiettivi. The brand identity will connect product recognition. La strategia, così come per l’ambito commerciale, deve essere elaborata, condivisa e protetta, con l’intenzione di differenziarsi e riscuotere un diffuso successo nelle relazioni sociali e professionali. Corporate identity: external reality or internal fit?, Corporate Communications: An International Journal, 5 (1), pp. Con il termine visual design, invece, si fa riferimento a quella parte del design della comunicazione che riguarda la progettazione del processo di problem-solving relativo alla codifica visiva, con l’obiettivo di rendere fruibile il messaggio che si intende veicolare. Grundlagen, Funktionen, Fallbeispiele. Here is what the term brand identity means:Brand identity is the Brand Identity is the message the consumer receives from the product, person, or thing. Gower. Every Apple touch point is communicating a unified message: From the advertising of the brand to the product packaging, the message sent to consumers is 'we are simple, sophisticated, fun and user friendly'. At the final stages of IMC integration, IMC decisions are made not only by corporate level departments but also by departments classed in stages one and two. (2003), Revealing the Corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing, London, Routledge. It is at this stage of integration that consumers interact with the organisation (Duncan and Moriarty, 1998 as cited in Laurie & Mortimer, 2011). The aim is to create a brand identity system that supports Wikimedia’s international commitment to “setting knowledge free”. Consonance, in the context of marketing, is a unified message offered to consumers from all fronts of the organisation (Laurie & Mortimer, 2011)[failed verification]. Corporate identity is the way corporate actors (actors who perceive themselves as acting on behalf of the company) make sense of their company in ongoing social interaction with other actors in a specific context. Non va inclusa la sola connotazione estetica formale dello stesso, ma anche quella contenutistica e intangibile che, genericamente, viene definita branding. [10] As espoused by Holm (cited in Laurie & Mortimer, 2011), at its ultimate stage, IMC is implemented at a corporate level and consolidates all aspects of the organisation; this initiates brand consonance which in turn inspires strong corporate identity. Corporate identity is a primary goal of the corporate communications, in order to maintain and build the identity to accord with and facilitate the corporate business objectives. At the second stage of IMC integration Duncan and Moriarty (as cited in Laurie & Mortimer, 2011) establish that level one integration departments still have decision making power but are now guided by marketing level message sources. La naturale evoluzione aziendale può creare il sorgere di situazioni che richiedono un intervento sul marchio originario. Peace Corps Brand Identity Guidelines | 7. Gli interventi di restyling invece, in quanto operazioni più leggere, sono legate esclusivamente alla forma del brand, al suo modo di comunicare e/o di mostrarsi visivamente. These should be unique to your company. Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Larsen, (Eds.). A complete guide to creating, building, and maintaining strong brands, 2nd ed. Il packaging – o confezionamento – identifica tutte le attività volte a ideare e realizzare la confezione del prodotto, che svolge tre funzioni principali: Oltre a queste, tuttavia, possiamo definire tra le funzioni dell'imballaggio anche la comodità, la praticità e soprattutto la riconoscibilità. Do not add additional graphic elements such as drop shadow, outline, glow, etc. In: M. Schultz, Dutton, J.E., Dukerich, J.M., & Harquail, C.V., (1994). Foundation, functions, case descriptions]. M.J. Hatch, & M.H. Bromley, D.B., (2001). Possiamo distinguere due principali tipologie di logo: Anche in questo caso l’obiettivo principale è il riconoscimento del marchio e la differenziazione rispetto ai suoi concorrenti. Corporate identity and corporate communications: creating a competitive advantage. Some ideas that come to mind when we think of iPhone include modern, sleek, and minimalistic. 95. (2010) Media, Organizations and Identity. Video courtesy of Snøhetta. Classici esempi di momenti nei quali un restyling può risultare necessario sono: Il personal branding è un processo di marketing individuale consistente nell’elaborazione di una strategia basata sulla concezione che la persona sia come un brand. Il design della comunicazione costituisce l’elemento originario da cui tutte le altre declinazioni comunicative hanno origine. Three of these are aimed at external stakeholders. Wheeler, Alina, Designing brand identity. L’idea fu poi riutilizzata anni dopo anche da Al Ries e Jack Trout[14], ma raggiunse la popolarità grazie a Tom Peters, abile a declinarla come forma di autopromozione[15]. In alcuni casi questo può avvenire attraverso la reason to believe, ossia i “motivi” grazie ai quali al brand sono riconosciuti effettivi benefici percepiti dal cliente.[8]. Four functions of corporate visual identity can be distinguished. Corporate visual identity management involves the planned maintenance, assessment and development of a corporate visual identity as well as associated tools and support, anticipating developments both inside and outside the organization, and engaging employees in applying it, with the objective of contributing to employees' identification with and appreciation of the organization as well as recognition and appreciation among external stakeholders. Corporate colours (or company colours) are one of the most instantly recognizable elements of a corporate visual identity and promote a strong non-verbal message on the company's behalf. Du Gay, P., (2000). Simple graphics such as the caduceus carried so much socio-economic and political weight by the 16th century, that government offices were established throughout Europe to register and protect the growing collection of trademarks used by numerous craft guilds. [9] Strong brand consonance is imperative to achieving strong corporate identity. 27 Iss: 1, pp. Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. Landsberg am Lech: Verlag Moderne Industrie. 3: The general meaning of brand identity is “who you really are?” In today's highly competitive market, brands need to have a clear differentiation or reason for being. Ecco le differenze! Tra gli slogan più conosciuti si citano Think different di Apple, Impossibile is nothing di Adidas e Just do it di Nike: essi hanno una forza evocativa importante in quanto riassumono al meglio l’essenza ultima della marca che rappresentano.[3]. Brand identity should be a consistent message received by its audience. Blockchain Explained. Brand identity consists of various elements, including: 1. logo or wordmark 2. different logo variations 3. key brand colors and color palette 4. typefaces 5. typographic treatments 6. a consistent style for images and content 7. library of graphical e… Fare personal branding vuol dire creare e portare avanti un personaggio dall'identità nota, pubblica, corredato da una caratterizzazione credibile, un bagaglio di valori di fondo sostenibili, un'immagine fisica, mentale e sociale coerente. Corporate Communications: An International Journal, 10 (2), pp. Put simply: it's what you, … It is the inclusion of all organisational departments by which a horizontal, non linear method of communication with consumers is achieved. Logo use became a mainstream part of identification, and over time, it held more power than being a simple identifier. Apple has succeeded in reflecting these attributes, which are its core values, throughout its products. The evolution of symbols went from a way for a king to seal a letter, to how businesses establish their credibility and sell everything from financial services to hamburgers. Brown, Jared & A. Miller, (1998). Doctoral dissertation, University of Twente, Enschede, The Netherlands. Corporate identity. 6-7. Brand, marchio e logo non sono sinonimi. La brand identity, conosciuta anche come identità di marca, è un concetto del marketing, che prevede che l'identità di un'azienda sia solida e chiara affinché il target di riferimento possa riconoscere la marca con semplicità ed allinearla alla brand image (definita come ciò che il consumatore riconosce del brand). Esteem is the reputation a brand has earned by executing clearly on both its promised and delivered experience. To appreciate this idea with heavier mental weight it is important to regard the different levels of IMC integration. Rowden, Mark, (2004) Identity: Transforming Performance through Integrated Identity Management. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands". IMC is a collective of concepts and communications processes that seek to establish clarity and consistency in the positioning of a brand in the mind of consumers. Religions created some of the most recognized identity marks: the Christian cross, the Judaic Star of David, and the Islamic crescent moon. Design della comunicazione e visual design, Estensione del concetto di brand identity, Personal branding e personal brand identity, Brand image: significato, definizione - GlossarioMarketing.it, Marketing per manager : capire il marketing Made in italy. We’ll kick things off with a definition. Relevance. Il termine venne utilizzato per la prima volta nel 1937 da Napoleon Hill[13]. Dahlen, M., Lange, F., & Smith, T. (2010). Namely, how we define the brand and how it will manifest, including its visual features—visual cues that help consumers identify the brand. A good example of a brand with distinctive physical characteristics is iPhone. the weight of the product). Affinché esso funzioni nel tempo deve essere sostenuto dalla cultura aziendale, il cui rinnovamento risulta essere spesso di notevole complessità. The brand name is minimalized as are other legally-required elements (e.g. Possiamo identificare tre categorie di loghi: Secondo uno studio condotto da Singh[6], fino al 90% delle decisioni d’acquisto d’impulso dipende dalla gamma di colori utilizzata dal brand. First identity program released to complement the Minerva. Unendo il logotìpo al pittogramma, si dà vita a quello che viene genericamente definito logo. Questo strumento — che fa parte degli elementi identitari della marca — è caratterizzato da un lettering specifico, ossia un carattere che lo renda riconoscibile (es. Per restyling si intende un’operazione in grado di mantenere gli elementi tradizionali della marca e allo stesso tempo introdurre idee innovative. Brand Identity is the visible elements of a brand, including color, design, and a brand's logo. Gower. Balmer, John M. T. & Greyser, Stephen A. eds. 108–116. Nell’ambito dell’architettura di marca, la scelta del nome è fondamentale e avviene secondo tre criteri: Quando viene scelta la strategia di “casa multimarca”, ossia più marchi con nomi diversi (es. 239–263. Industrial and Commercial Training, 32 (7), pp. According to him, any brand can be identified by its characteristics. In caso di conflittualità nella scelta, infatti, il consumatore può orientarsi verso altre marche che possiedono una confezione più accattivante[10]. New York, Wiley, 1988. Personal brands may be deliberately modified to reinvent a public persona. Brand image is perceived by the receiver or the consumer. Although these concepts introduced by Olins are often presented as the corporate identity structure, they merely provide an indication of the visual presentation of (parts of) the organization. Do not place the color logo on any color other than white for the background. Il design della comunicazione assolve alla funzione di creazione, sviluppo e trasferimento del messaggio opportunamente codificato tra creatori di contenuto e stakeholder, ma anche quella di creazione dei canali necessari a tale trasferimento, qualora sia necessario. Altre volte invece, si può optare per un rebranding, operazione che presenta notevoli fattori di rischi, soprattutto laddove le modifiche apportate siano eccessivamente radicali e coinvolgano gli elementi che hanno originariamente contribuito al successo della marca. In questo caso si avranno più opportunità di realizzazione nel corso della vita della marca, considerato che questi avvengono senza modificare il nucleo del brand. A brand identity is conveyed through various aspects of a brand. Gli attributi possono essere di due tipologie: materiali, ossia quegli attributi direttamente percepibili dal consumatore attraverso i cinque sensi, e immateriali, cioè le caratteristiche di prodotto che possono essere valutate solo in modo soggettivo. Towards a definitive model of the corporate identity management process, Corporate Communications: An International Journal, 4 (4), pp. 49–58. Some logos held more value than others, and served more as assets than symbols. They became components of corporate identities by communicating brands and unifying messages. Accounting identity, calculation or measurement that must be true regardless of the value of its variables Brand identity, the qualities associated with a brand Corporate identity, "persona" of a corporation by way of branding or use of trademarks Moving forward, the last stage Duncan and Moriarty's Communication Based Model (as cited in Laurie and Mortimer, 2011) is stage three where message sources are at the corporate level of the organisation; these message sources include administration, manufacturing operations, marketing, finance, human resources and legal departments. Progettare la comunicazione vuol dire creare le basi per la definizione del progetto visivo, in senso lato, e di quello di marca, in senso specifico. Vuol dire anche avere una storia, un vissuto, delle esperienze e una chiara connotazione identitaria. 66–74). To assure credibility with their audiences, brands must be coherent in what they say and do. Gli step necessari per preparare internamente un rebranding sono: Non esistono regole universali che sanciscano il momento più opportuno per intraprendere un percorso di rebranding, ma generalmente si fa affidamento ad un’analisi dei traguardi e cambiamenti che avvengono all’interno della marca stessa. Hoyer, W.D., MacInnis, D.J., & Pieters, R. (2012). In general, this amounts to a corporate title, logo (logotype and/or logogram) and supporting devices commonly assembled within a set of corporate guidelines. Il primo elemento tramite cui si manifesta l’identità di marca è il nome, considerato anche come l’elemento più importante poiché il primo ad essere memorizzato dal consumatore ed associato ad una serie di elementi secondari. WHAT TO AVOID Do not rotate the logo. This definition regards identity as a result of social interaction: The following four key brand requirements are critical for a successful corporate identity strategy. It is a prism with 6 different traits at each end of the prism. The brand identity prism provides an informative illustration of the intersection between your brand’s identity (how you want to be perceived) and your brand’s image (how your brand is actually perceived). Yet, many people mistakenly use those terms interchangeably. Schultz, M., Hatch, M.J., & Larsen, M., (2000). A designer who is working on brand identity elements for a new company expands his span emphasizing on a brand name, taglines, logo designing, and many other elements. Once a new corporate identity is implemented, attention to corporate identity related issues generally tends to decrease. In questo modo la confezione viene ad essere un “mediatore” tra la marca e il consumatore: al momento dell’acquisto, infatti, il consumatore si trova a diretto contatto proprio con l'imballaggio, che deve quindi rispondere a bisogni, necessità e gusti specifici dei target a cui si rivolge. Esso comprende, quindi, tutti i livelli di comunicazione. Developing your company image into a corporate asset. Pratihari, Suvendu K. and Uzma, Shigufta H. (2018), "Corporate Social Identity: An Analysis of the Indian Banking Sector”, International Journal of Bank Marketing, Vol 36 Iss: Pratihari, Suvendu K. and Uzma, Shigufta H. (2019), "A Survey on Bankers’ Perception of Corporate Social Responsibility in India”, Social Responsibility Journal. 1248-1284, doi:10.1108/IJBM-03-2017-0046, Integrated marketing communications (IMC). Brand identity is the company’s side of the story. The Brand Identity Prism is a concept coined by J. Kapferer in 1986. [22] Therefore, although the specific terms "corporate image" and "brand identity" didn't enter business or design vocabulary until the 1940s, within twenty years they became key elements to business success.[21]. Van Riel, C.B.M., (1995). Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. costruire una nuova cultura di marca (o anche rafforzare quella esistente). Rowden, Mark, (2000) The Art of Identity: Creating and Managing a successful corporate identity. Oxford: Oxford University Press. In addition, Kings and nobles in medieval times had clothing, armour, flags, shields, tableware, entryways, and manuscript bindings that all bore coats of arms and royal seals. Brand Identity is an image a what company wants to project in the customer's mind. It's the manner in which a corporation, company, or business presents itself to the public and distinguishes the business in the mind of consumers. Markets and meanings: re-imagining organizational life. Per quanto i colori siano spesso legati all’esperienze personali, vi sono dei messaggi generici che possono essere identificati nella percezione dei colori[7]. It is therefore better to describe it as a "corporate visual identity structure". Principles, methods and practice, https://it.wikipedia.org/w/index.php?title=Brand_identity&oldid=117330591, licenza Creative Commons Attribuzione-Condividi allo stesso modo, nomi individuali o nomi di famiglie di prodotti distinti, contenimento e conservazione del prodotto, fruizione e processi di consumo (es. Lucas, Gavin (2006). Balmer and Gray, 2000; Dowling, 1993; Du Gay, 2000, Bromley, 2001; Dutton, Dukerich and Harquail, 1994; Kiriakidou and Millward, 2000, Learn how and when to remove this template message, Vermeer's Hat: The Seventeenth Century and the Dawn of the Global World, http://www.businessdictionary.com/definition/corporate-identity.html, http://www.businessdictionary.com/definition/personal-communication-services-PCS.html, http://www.marketingminds.com.au/apple_branding_strategy.html, http://www.dictionary.com/browse/desire?s=t, https://aut.kanopystreaming.com/video/persuasion-everyday-life/, https://en.wikipedia.org/w/index.php?title=Corporate_identity&oldid=992002709, Wikipedia articles with style issues from July 2008, Articles with failed verification from February 2019, Creative Commons Attribution-ShareAlike License. As technology and mass media have continued to develop at exponential rates, the role of the media in business increases as well. Brands need to connect to what people care about out in the world. Third, a corporate visual identity expresses the structure of an organization to its external stakeholders, visualising its coherence as well as the relationships between divisions or units. Brand message is untied by the consumer in the form of brand image. They should help illustrate your brand. Global television networks and the rise of business news have caused the public representation of organizations to critically influence the construction and deconstruction of certain organizational identities more than ever before. Il cambiamento può avere portata differente a seconda della gravità della situazione. The technical definition of brand identity, according to Investopedia, is defined as how a business presents itself to and wants to be perceived by, its consumers. Il passaggio ad un nuovo marchio o ad una nuova identità visiva segnala un cambiamento del messaggio aziendale o un perfezionamento degli obiettivi di business. The first element refers to the physical characteristics of a brand. Oggigiorno questo concetto ha raggiunto un nuovo livello di diffusione dovuto all’utilizzo di Internet, delle reti sociali e alla crescente rilevanza dei valori e della visione personale rispetto a quelli aziendali.

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