Branded Audio Visual Mixer as a Tool for Brand Identity Management
CHAPTER ONE
Purpose of Study
The purpose of this study is to answer the following questions:
- What is the impact of Branded Audio visual mixer on consumer perception of a product or service?
- Does Branded Audio visual mixer contribute to marketing?
CHAPTER TWO
LITERATURE REVIEW
Brand Definition
The concept of brand probably started back in the middle ages, when artisans used to tag their merchandise with their initials so that customers would know where to purchase the same product if they were satisfied with the it (Franzen & Moriarty, 2015). Now a day, a brand is presented through a logo, distinctive graphics, and other aspects that give it a unique identity, which consumers learn and associate with over time. Distinctive imagery, typography, and verbal communication associated with a brand are used to encourage customers to identify the brand (Wheeler, 2013). The American Marketing Association (AMA) defines the concept of brand as “a name, term, sign, symbol, design, or some combination of these elements, intended to identify the goods and services of one seller or group of sellers to differentiate them from those of competitors” (Bennett, 1988). Wheeler (2015) describes brand identity as tangible, as it can be seen, touched, held, heard, felt, we can watch it move; and that is how it appeals to our senses.
Brand identity promotes recognition, intensifies differentiation, provides access to big ideas and meanings, and it takes distinct elements and unifies them into holistic systems (Wheeler, 2013). The whole concept of branding is based on creating the notion of singularity in the mind of the prospect (Ries & Ries, 2002); it is about taking the advantage of every chance to influence people’s choice of one brand over another (Wheeler, 2013). Franzen and Moriarty (2015) explained that “a brand is a perception that lives primarily in the mind of the customer” and this perception is only controlled through the use of appropriate communication cues, signs and symbols.
With the increasing availability of endless choices, competition keeps rising in a continuous manner. For that reason, companies need to find ways by which they can connect emotionally with consumers, become exceptionally unique that they become irreplaceable, and create long-term relationships with them (Wheeler, 2013). Wheeler goes on to explain that “people fall in love with brands, trust them, and believe in their superiority”. This leads us to the idea that a brand is as strong as its ability to reach people, provoke their emotions, and affect their perception and behavior (Martinez, 2012).
Consumer Behavior and Emotions
Emotions are powerful drivers that clearly and visibly influence decision-making (Lerner, Li, Valdesolo, & Kassam, 2015). After studying different types of decisions, Lerner and her colleagues have found significant consistencies in the underlying mechanisms through which emotions shape judgment and choice.
A synthesis of reasons, emotions and rationalizations always emerge whenever brands, products and services are discussed with consumers (Martinez, 2012). As researchers, we should be able to clearly identify these elements, classify them and understand their interrelation. On the outside, one might think that reason and rationalization are the same, however, this is not really true and these two must not be mixed for each other. Martinez (2012) explains that rationalization is the ‘defense mechanism’ we use to convince ourselves and to hide the true intentions behind our actions and choices. For example, Linda, a young lady shopping for clothes, and her bill turns out to be so expensive that she will not be able to buy groceries for the next two weeks, but she really likes these clothes; her rationalization gets working that if she does not get these clothes, she might not find something else that suits her as much, and she already looks fat in her current clothes while these make her look fit and sexy. So on and so forth with rationalization that she decides to buy the stuff and borrow money for groceries. For her, there is no other way to do it as she thinks that this is the ‘logical’ thing to do, for all the ‘logical’ reasons she has built up in her mind and rationalized. Of course, finding something to suit her, something that she looks sexy in, and does not look fat are all concerned with self-image and emotions. Besides, there are some hidden reasons that she did not admit to herself at the time of the debate; buying clothes this much expensive is going to make her lovable and classy so she can fit in in her social circle of other friends who have gone through the same rationalizing to impress her among others. And again, the need to fit in and be lovable is all related to feelings and emotions, not to logic and reason.
CHAPTER THREE
RESEARCH METHODOLOGY
Research Design
In methodology no. 1, both quantitative and qualitative analysis are required in order to discover how the public perceives visual aspects of branding.
In methodologies no. 2 qualitative analysis will be dominant, as we will be analyzing the functions of Branded Audio visual mixer.
The interview in methodology no. 3 will be used to support the idea in question whether Branded Audio visual mixer has any impact on customer behavior and on marketing.
Data Collection
The data collected in this project constitutes of the following:
Logo questionnaire: the questionnaire comprises of nine different logos for the same name where people are randomly asked to guess the industry of each logo to examine whether visuals: color, shape and typography are enough to communicate ideas and messages.
CHAPTER FOUR
DATA PRESENTATION
Logo Questionnaire
This experiment is meant to show how the public perceives brands through the logo, which is the most direct representation of any brand. This experiment is also meant to depict the power of color, shape and typography in communicating brands.
The questionnaire comprises of nine different logos for the same name, which is ‘Casa Bella’: the Italian translation of ‘Beautiful House’. The name is chosen because it is general and can stand for almost anything. It can be a shop, a restaurant, a movie, etc. Therefore, the naming of the brand in this experiment is irrelevant and of no significance, which is intended in order to reveal the power of the visual part of branding.
Logos used in this questionnaire are designed with minimum means. Logos no.1, 3, and 8 made use of font and color only. The rest of the logos made use of simple symbols in addition to font and color. This following presentation will portray each logo along with a brief technical description of its components and the reasons those were used.
CHAPTER FIVE
CONCLUSION AND EVALUATION
This research is conducted in the pursuit of determining the impact of Branded Audio visual mixer on consumer perception and behavior and whether it contributes to marketing in any way.
Throughout this study, we have established that Branded Audio visual mixer is the part of the whole branding and marketing system, which further distinguishes products or services from their rivals. The more Branded Audio visual mixer accurately translates the mission, vision, and values of the brand, the more brand identity and brand strategy gets aligned with the holistic strategy of the organization. This coherence, unity, and consistency in the branding of a product or service imply more credibility and trust to the brand – two of the most fundamental values known to drive growth and profitability for any business. When consumers trust a brand they become loyal to it, they become its advocates and they even bond with it. Once this trust and credibility is lost, the brand equity is jeopardized.
Moreover, we have established that consumers’ behavior and purchasing decision are driven by need for the product and by emotion for the brand. The more a brand communicates positive emotions and builds up positive links and associations in the subconscious of consumers’ minds, the more it has the chance to affect their perception, and eventually it imposes the purchasing decision in some way.
Throughout the conduct of this study, we have arrived to results that assure all what have been discussed earlier in the literature, and added further proof that our perception as consumers is hugely affected by visual elements. Due to media intervention these visual elements make brand identities more familiar and easier to identify; the matter that serves the marketing of the brand.
The findings of the research have shown the power of color, shape, and typography in how they relate to people’s prior experiences and memories and to their repertoire of associations. Hence, using these visual aspects in logos and other Branded Audio visual mixer material do convey certain messages. The associations and links that have accumulated through the years in our subconscious tell us what to expect when we see a brand. This is where the power of Branded Audio visual mixer resides, as for its ability to communicate.
Visual brand identity is very much similar to dress code. It would be inappropriate to attend a business meeting wearing casual clothes; just as much it is inappropriate for an athlete to attend a game wearing a formal suit and a necktie. This would give away an impression of unprofessionalism or ignorance. Likewise, it would be totally wrong if a soccer team player wears the shirt of his opponents during the game. This will create a conflict among players of both teams as they will be misled and tricked, because it is a known fact that the first aid that allows team players to identify each other in the field is the color of their shirts. Therefore, using colors that belong to other industries, or that serve other values and meanings is only going to mislead the consumers by delivering the wrong message. On the other hand, using those visual elements in the correct manner and in context will easily and naturally convey whatever messages we intend to communicate.
From a marketing point of view, Branded Audio visual mixer is so much influential as it has an impression on consumers’ purchasing decisions. Moreover, the more distinguished the design and graphics of a logo or a brand identity and the more they hold meanings within, the more they become memorable and identifiable. After all, that is one major target of marketing i.e. introducing brands and products to the public in order to increase brand awareness and sales.
Using Branded Audio visual mixer techniques of communication can be very influential in the way they appeal to us, or in fact, in the way they manipulate our emotions. I would like to call it a double-edged sword. I just hope that the use of these techniques would be restricted to good causes. To make this clear: the manipulative and appealing power of branding can be harmful when used on cigarettes for example; using visual branding to make smoking people look cool, handsome, appealing… will not just result in good profitability for the cigarette company, but also will affect a whole generation who will be adapting this bad habit because they were tricked into thinking that it can give them all these things they once saw in an advertisement.
However, if we intend to use these techniques for good, we can advertise healthy meals for example. We can make a meal look and taste sweeter while in fact it can be low-sugar meal for diabetes patients; or we can make it look and taste saltier while it is in fact a low-sodium meal. These are just few examples of what Branded Audio visual mixer is capable of so that we become more cautious to use this capability in the best manner.
It is recommended that organizations and business owners devote effort and budget for their brand identity and regard establishing the communication link between the brand and the consumer with great deal of significance, as brand is the most eminent factor that motivates the consumer to buy. Following this strategy will ultimately augment the organization’s market share and profitability.
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