So, I would like to focus my attention on one of the brand concepts - brand identity...
Brand identity is all the elements that make up the association line in the consumer's mind. The owners, producers tend to build the strong ties with the consumers through the brand identity.
Well, while I was rummaging web-pages that deal with brand identity I came across the article in which a brand identity was named a "promise". In my opinion it is a great allegory! Really, consumers are in touch with brands and consequently with their identity day by day and every time they are being promised to "do it" with Nike, "taste the rainbow" with Skittles or "eat fresh" in Subway. Consumers get the promises and hope them to be real and true.
There is the brand branch that is closely connected with the brand identity. It is for sure visual brand identity.
Now I would like to address to a certain example - Martini's visual identity...
Brand identity is all the elements that make up the association line in the consumer's mind. The owners, producers tend to build the strong ties with the consumers through the brand identity.
Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics.
Well, while I was rummaging web-pages that deal with brand identity I came across the article in which a brand identity was named a "promise". In my opinion it is a great allegory! Really, consumers are in touch with brands and consequently with their identity day by day and every time they are being promised to "do it" with Nike, "taste the rainbow" with Skittles or "eat fresh" in Subway. Consumers get the promises and hope them to be real and true.
There is the brand branch that is closely connected with the brand identity. It is for sure visual brand identity.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo.
Now I would like to address to a certain example - Martini's visual identity...
In fact, practically every person knows this extraordinary and remarkable brand of vermouth that is being incredibly popular all over the world with different consumer segments. Is was named after the Martini & Rossi Distilleria Nazionale di Spirito di Vino, in Turin. There is no doubt that since the first days of existence company has used really aggressive marketing strategy which has escalated the company to stunning success. The Promotion actions were directed to shocking effect, impressive commercial, wide usage of celebrity marketing (Charlize Theron, George Clooney), mass PR actions and sponsorship policy. So, aforementioned factors affected the current situation: company is profitable, influential, able to collaborate with the consumer market and just an impressive business phenomenon.
There are 7 Martini vermouth brands:
- Martini Rosso - 1863
- Martini Bianco - 1910
- Martini Extra Dry -it was launched on New Year's Day 1900
- Martini Rosato
- Martini D’Oro - 1998
- Martini Fiero
- Noilly Prat - a French vermouth owned by the company
The brand's identity is shaped by intensive and bright colors, correct forms, elegant design and shik image. All the brands have the same spirit and unified, eye-catching and easy-to-remember logo:
And now you can enjoy several stylish Martini ads:
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