DIM2388 Visual Identity Brand Terminology

Lecture 1.
2 DIM2388 Visual Identity ― Brand Terminology

1.2
LECTURE
TERMINOLOGY
IDENTITY
DIM2388
BRAND
VISUAL
Table of Contents
Lecture 1.2
1 Brand Associations
2 Brand Values
3 Brand Image
4 Brand Essence
5 Brand Personality
DIM2388 Visual Identity ― Brand Terminology

6 Brand Promise
7 Brand Positioning
8 Brand Story
Table of Contents
Lecture 1.2
9 Brand Voice
10 Brand Experience
11 Brand Equity
Why have Brands become important?
12 Brand Extension

13 Brand Touchpoints
14 Case Studies
1 Brand Associations
Lecture 1.2
Whole collection of specific meanings, EXAMPLES
features, emotions connected with a M1= Orange

product, service, or company Apple= Sleek
Cold Storage=

Expensive
SOURCE: MARTY NEUMEIR, ALINA WHEELER

2 Brand Values
Lecture 1.2
The code by which the brand live,
the way you behave toward the world,
your customers, to each other in
pursuit of your mission and vision Accountability Customer focus

Leadership Challenger spirit
Collaboration Teamwork
Passion Integrity
Diversity Personal
excellence

3 Brand Image
Lecture 1.2
A customer’s mental picture of a EXAMPLES
product, service or organization Air Jordan=

(impression) Michael Jordan
McDonalds=

Fast & affordable
food
Tiffany & Co=

High quality &
luxurious
Colgate=
Maintain good
oral hygiene

4 Brand Essence
Lecture 1.2
The brand essence is an articulation of
the “heart and soul” of the brand.
A brand essence is typical three to

five short word phrases that capture
the core essence or spirit of the
brand positioning and the values
characterizing the brand.
SOURCES: MARTINROLL.COM/RESOURCE/BRAND-GLOSSARY/#TOC_BRAND_ESSENCE
5 Brand Personality
Lecture 1.2
The character of a brand defined in EXAMPLES
human terms Scoot=

Fun & casual

6 Brand Promise
Lecture 1.2
The functional, emotional and self- EXAMPLES
expressive benefits delivered by the Milo=

brand that combined provide value to Energy drink
that makes a
the customer champion

Apple=
Think different

6 Brand Promise
Lecture 1.2
The brand’s promise is usually encapsulated
in the tagline / brand essence.
1 Together we thrive

2 Neighbors first, bankers second
3 Live more, Bank less
4 Here for good
Can you guess the name of the bank that

uses the taglines above?
6 Brand Promise
Lecture 1.2
1 Together we thrive ― HSBC

2 Neighbors first, bankers second
4 Here for good

6 Brand Promise
Lecture 1.2

2 Neighbors first, bankers second ― POSB
4 Here for good

6 Brand Promise
Lecture 1.2

3 Live more, Bank less ― DBS
4 Here for good

6 Brand Promise
Lecture 1.2

3 Live more, Bank less ― DBS
4 Here for good ― Standard Chartered

7 Brand Positioning
Lecture 1.2
How a product is perceived in the EXAMPLES
mind of a consumer in relation to Volvo= Safety

competitors’ brand in the market

8 Brand Story
Lecture 1.2
The articulation of a brand as a story; EXAMPLES
a coherent set of messages that Body Shop

articulate the meaning of a brand Oatly
Oatside

Lecture 1.2 DIM2388 Visual Identity ― Brand Terminology
9 Brand Voice
Lecture 1.2
Words, and even images, a brand uses EXAMPLES
to define its purpose, brand tone, or Nike's voice is

reference its products. positive, friendly,
and motivating

It is how the brand organizes itself and
stands for the vibes that the brand puts
out into the world.
SOURCE: BRAND THE CHANGE, 2017, ANNE MILTENBURG

10 Brand Experience
Lecture 1.2
All the interactions people have with a
product, service, or organization

The CMD Brand Model
Lecture 1.2
Experience O
pportunity Map
EXPERIENCE
Customer Journey Map

Service Blueprint
Brand Touchpoints
Logo Design
Corporate Identity
Brand Board
IDENTITY
Brand Guidelines
Brand System

Perceptual Mapping
Brand Positioning
STRATEGY
Purpose & Value

Target Segmentation
Brand Blueprint
Market Research
RESEARCH
Brand Audit
Competitor Analysis
Stakeholder Analysis
Insights & Trends
The CMD Brand Model
Lecture 1.2
Experience O
pportunity Map
EXPERIENCE
Customer Journey Map

Service Blueprint
Brand Touchpoints
Logo Design
Corporate Identity
Brand Board
IDENTITY
Brand Guidelines
Brand System

Perceptual Mapping
Brand Positioning
STRATEGY
Purpose & Value

Target Segmentation
Brand Blueprint
Market Research
RESEARCH
Brand Audit
Competitor Analysis
Stakeholder Analysis
Insights & Trends
11 Brand Equity
Lecture 1.2
The sum of all distinguishing qualities EXAMPLES
of a brand, drawn from all relevant Coca Cola

stakeholders, that results in personal Tiger Balm
commitment to and demand for the Polar Cakes

brand; these differentiating thoughts
and feelings make the brand valued and
valuable
www.venturerepublic.com/resources/brand_glossary.asp
www.brandchannel.com/education_glossary.asp

Why have Brands
Lecture 1.2
become so important?
• mass production: products and services
become indistinguishable

• competition creates choices
• information-overload society
• brands represent personal identity
12 Brand Extension
Lecture 1.2
An existing brand works to launch a
new product under the same brand
name but different from the original
offering of the brand

Overload
Choice
How do brands
Consumers?
Engage with
13 Brand Touchpoints
Lecture 1.2
Each touchpoint is an opportunity to
strengthen a brand and communicate
its essence. All touchpoints can be
tangible and intangible. Touchpoints are

things that are meant to interact with
consumers. They require activation
through a product & service.
It serves many roles in creating the

experience effect, including shelf
impact at retail, usage instructions
for the consumer and aesthetics. It
Lecture 1.2
communicates the brand’s perceived
quality, price and efficacy.
touchpoints through Product

e.g. packaging of a product or use of a
product when you receive a product
delivered to you

touchpoints through Service
e.g. in-store experiences, interactions
between staff, sending a personalised
thank you card, Instagram moments
Lecture 1.2
CASE STUDY ZENYUM
Zenyum was founded in 2018,

Singapore. They have quickly grown to
become one of Asia’s largest consumer
brands, establishing their presence in

nine markets across Asia.
With tech and innovation, Zenyum aims

to transform the dental category from
an everyday routine to an exciting ritual
where everyone can experience the
joys of a healthier and confident smile.
retail spatial digital
Lecture 1.2
services environments
architecture
merchandise e-newsletter
emails
advertising
uniforms
packaging
vehicles
Brand
buildings & apps
environmental Touchpoints
product

branding
HR policies
signage
pop-up events
social media sales promotion
All touchpoints can be website

publications
tangible and intangible
Attempt to use these terms in your
Lecture 1.2
assignment. It will help you to explain
what you set out to do and how to
express your brand.

Brand Associations Brand Personality Brand Experience
Lecture 1.2
Collection of specific Character of a brand defined All the interactions people
BRAND TERMINOLOGIES
meanings, features, in human terms have with a product,
emotions connected service or organization
with a product, service or Brand Promise
company Functional, emotional and Brand Equity
self-expressive benefits The sum of all
Brand Values delivered by the brand distinguishing qualities
Code by which the that provide value to the of a brand, drawn from
brand lives customer all relevant stakeholders,
that results in personal
Brand Image Brand Positioning commitment to and

A customer’s mental picture How a product is perceived demand for the brand
of a product, service or in the mind of a consumer
organization in relation to competitors’ Brand Touchpoints
brand in the market Each touch point is an
SUMMARY
Brand Essence opportunity to strengthen

The brand essence is Brand Story a brand and communicate
an articulation of the The articulation of a brand as its essence
“heart and soul” of the a narrative; a coherent set of
brand. It is the distillation of messages that articulate the
what a brand stands for meaning of a brand
Lecture 1.2
PEOPLE COMPANIES
CONCEPTS EVENTS

PRODUCTS SERVICES
EXPERIENCE NGOS
Lecture 1.2
CASE STUDY MARIE KONDO
Branding a Person
A renowned tidying expert helping
people transform their cluttered
homes into spaces of serenity. She is a

bestselling author, star of Netflix’s hit
show, “Tidying Up With Marie Kondo,”
and founder of KonMari Media, Inc.
Introducing KonMari
https://youtu.be/FipZIrwtADg
Lecture 1.2
CASE STUDY OATSIDE
Branding a Product
Oatside is Asia’s delicious take on
oat milk, made creamier and maltier
than the plant milks you’re used to.

No gums, emulsifiers, preservatives,
artificial flavours, only real oats, cacao
or hazelnuts were used.
OATSIDE: EYES UP HERE

https://youtu.be/JL1z8hpPqDo
Lecture 1.2
CASE STUDY TESLA
Branding a Service
Tesla manufactures electric vehicles,
battery energy storage, solar panels,
related products and services. Tesla’s

cars come with eco-friendly technology,
making them attractive to a growing
environmentally conscious market.
Model 3 Guide | Mobile App

https://youtu.be/Acs35u187cQ
Lecture 1.2
CASE STUDY NIKE
Branding an
Experience
NIKE constructed a pop-up arena that

has been dubbed the ‘world’s first full-
size LED running track’. The 200m track
is where runners take part in a virtual
race against themselves.
NIKE “Unlimited Stadium”

https://youtu.be/JN7lClrTUpE
Lecture 1.2
CASE STUDY SINGAPORE AIRLINES
Branding an Airline
Join the Singapore Girl, as she brings
you on a journey in our new safety video
with Singapore Airlines.

New In-flight Safety Video
https://youtu.be/25brQSPMORg
4 Activity #1
Lecture 1.2
Marie Kondo/KonMari's
(30mins) Brand Terminology
Case Study ― Marie Kondo/KonMari

Brand Associations
Brand Values
In groups of 5, create & explore a Brand Image

visual brand board showcasing brand Brand Essence
terminology: Brand Personality
Brand Promise
Brand Positioning
Brand Story
Brand Experience
Brand Equity
Brand Overview
Framework Tool
BRAND ASSOCIATIONS BRAND PERSONALITY BRAND STORY
BRAND VALUES BRAND PROMISE
BRAND DRIVERS BRAND POSITIONING STATEMENT BRAND VOICE
DIM2388 Visual Identity

BRAND ARCHETYPE
Brand Overview
Framework Tool
BRAND EXPERIENCE BRAND TOUCHPOINTS TARGET AUDIENCE
BRAND STYLE
DIM2388 Visual Identity

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Lecture 1.

2 DIM2388 Visual Identity ― Brand Terminology

DIM2388 Visual Identity ― Brand Terminology

DIM2388 Visual Identity ― Brand Terminology

features, emotions connected with a M1= Orange

DIM2388 Visual Identity ― Brand Terminology

SOURCE: MARTY NEUMEIR, ALINA WHEELER

DIM2388 Visual Identity ― Brand Terminology

SOURCE: MARTY NEUMEIR, ALINA WHEELER

product, service or organization Air Jordan=

DIM2388 Visual Identity ― Brand Terminology

Tiffany & Co=

SOURCE: MARTY NEUMEIR, ALINA WHEELER

A brand essence is typical three to

DIM2388 Visual Identity ― Brand Terminology

human terms Scoot=

DIM2388 Visual Identity ― Brand Terminology

expressive benefits delivered by the Milo=

DIM2388 Visual Identity ― Brand Terminology

SOURCE: MARTY NEUMEIR, ALINA WHEELER

DIM2388 Visual Identity ― Brand Terminology

Can you guess the name of the bank that

1 Together we thrive ― HSBC

DIM2388 Visual Identity ― Brand Terminology

Can you guess the name of the bank that

1 Together we thrive ― HSBC

DIM2388 Visual Identity ― Brand Terminology

Can you guess the name of the bank that

1 Together we thrive ― HSBC

DIM2388 Visual Identity ― Brand Terminology

Can you guess the name of the bank that

1 Together we thrive ― HSBC

DIM2388 Visual Identity ― Brand Terminology

Can you guess the name of the bank that

mind of a consumer in relation to Volvo= Safety

DIM2388 Visual Identity ― Brand Terminology

a coherent set of messages that Body Shop

DIM2388 Visual Identity ― Brand Terminology

to define its purpose, brand tone, or Nike's voice is

DIM2388 Visual Identity ― Brand Terminology

SOURCE: BRAND THE CHANGE, 2017, ANNE MILTENBURG

DIM2388 Visual Identity ― Brand Terminology

Customer Journey Map

DIM2388 Visual Identity ― Brand Terminology

Purpose & Value

Customer Journey Map

DIM2388 Visual Identity ― Brand Terminology

Purpose & Value

of a brand, drawn from all relevant Coca Cola

DIM2388 Visual Identity ― Brand Terminology

SOURCE: MARTY NEUMEIR, ALINA WHEELER

DIM2388 Visual Identity ― Brand Terminology

DIM2388 Visual Identity ― Brand Terminology

DIM2388 Visual Identity ― Brand Terminology

It serves many roles in creating the

touchpoints through Product

DIM2388 Visual Identity ― Brand Terminology

Zenyum was founded in 2018,

DIM2388 Visual Identity ― Brand Terminology

With tech and innovation, Zenyum aims

DIM2388 Visual Identity ― Brand Terminology

All touchpoints can be website