Brands and Branding: Importance of Brand Identity and Visual Example of Brand Personality

Assessment One Brand
and Branding

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Brand identity and its importance ..............................................................................................3
Visual example of brand personality of a company ...................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES:.............................................................................................................................12
Books and Journals...................................................................................................................12
Appendix........................................................................................................................................14

INTRODUCTION
Brand refers to the identity of a company and its product, services and concept. It is a
good, concept, services which is dignified from other company concepts, product or services so
that is communicated as well as marketed easily (Akturan, 2018). Brand has been termed as a
business along with marketing concept which enable people to identify a specific firm, individual
or product. Such brands are intangible that means it is not seen opt touched. It also helps people
to shape their perceptions of organisation and their staff members, goods or services. Branding
has been determined as a procedure of communicating an innovation selling proposition addition
to differential which sets a commodity apart from competition. In includes various elements
which are different from product to product or company to company.
This project covers a critical understanding of brands and branding in contemporary
society with the brand identity theory. Further it covers a critical discussion of concept of brand
identity and its importance. At last it contains visual example of concept which is discussed in
this report.
MAIN BODY
Brand identity and its importance
Brand identity has been described as visible aspects of a brand like design, logo, colour,
which identify as well as distinguish the brand in buyer's mind. It includes visual factors which
are associated with brand like attractive logo, commodity packaging design, typology of colours,
social media graphics or creativity as well as website design which helps company to easily
recognisable to the public (Bajde, 2019). There is various element consist in strong brand
identity like brand culture, brand image, brand personality and brand strategy. Execution of
effective brand strategy which develops many components like loyalty, awareness and increases
brand trust. Brand identity is the full promise and proposal which a company makes to its
potential consumers. Brand can be termed as a personality, product, set of values and a good
position it lodges in minds of customers. Brand identity is sum of all purposes which a business
desires with their brand to be considered as. Brand identity is the visible, noticeable and tangible
elements of a company brand like symbol, name, trademark colour, logo, taglines and other
which helps a company to gain competitive advantage and meet the expectations of customers. A

company which have good brand identity have enhanced brand awareness, encourage team
members, employees to perform well and feel proud to working in a reputed branded
organisation, corporate style as well as active buyers.
Importance of brand identity
Brand identity helps a business to connected with customers for long term as it describes
how many businesses portrayed to public in order to make them buyers of their product and
services. It consists many things form business name, logo, design, shapes or colour of fonts and
graphics (Bapat, 2020). It also incorporates with tone of voice which is used by company for
marketing on social media, the value company hold, the humour present in their advertisement as
well as the mission statement that the business is pursuing. It is very important for company to
have strong brand identity to attract large number of customers a stand out in the competitive
market to gain leading position.
Win a price premium- Branded items can increase price or demand more money as
compare to those brand who has weak identity. There is various example of strong brand such as
Microsoft, Zara, Apple and so on who product prices are high as compare to other brands who
are dealing in similar product and services (Bonakdar and Audirac, 2020). Because leading
brands inspires trust as well as are related with certain public expectations so they can put prices
of their product high. For example- Apple sell their I phone at higher prices as compare to
Samsung because they add various software and quality features with guarantee in their product
which run for long run. A strong brand generate believes among customers that they are
spending more money for quality and durable product. Good brand identity helps the company to
increase their profit margin and sell their product and services in high prices to maximise
profitability.
Develop a loyal customer base- Strong brand identify makes simpler for company to
become highlighted, noticeable in customer eye among huge number of similar brand. It takes
huge times and efforts for a brand so consumers start recognise and buy frequently. Once the
company won the customers trust and satisfied their needs with better quality then they received
their support for brand lifelong (Dechawatanapaisal, 2018). It means company have to build long
lasting relationship so customers feel happy with brand and stay loyal with it. For example,
products of Apple are famous in all over the world as people prefer to buy is for its quality and
durability. Brand identity can help marketers and company to communicate their values to