StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Most Essential Brand-Positioning Tools - Assignment Example

Cite this document
Summary
The paper "The Most Essential Brand-Positioning Tools" discusses that a company logo is one of the most essential brand-positioning tools used by marketers. A logo must possess a value of uniqueness in order to position the product, service or company as such…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98% of users find it useful
The Most Essential Brand-Positioning Tools
Read Text Preview

Extract of sample "The Most Essential Brand-Positioning Tools"

Introduction to Multimedia and Design Introduction A company logo is one of the most essential brand-positioning tool used by marketers. A logo must possess a value of uniqueness in order to position the product, service or company as such. A logo is design product created from the various design elements. Creating an appropriate design therefore requires the consideration of various factors in order for the logo to communicate effectively. Among the design elements used by designers in the creation of a company logo include colors, lines, shapes, images and texts among many others. The placement of the above stated elements in a logo requires appropriate placement in order to achieve a degree of balance. Designing a logo is a multi-staged process that invokes the incorporation of various factors as discussed in the essay below. The process begins with the conception of the idea. This includes the identification of a need that justifies the development of the logo. The next stage is the collection of features of the company or organization to portray in the logo. The process if consultative as the designer consults the designer in order to determine the feature of the company to capture in the logo. Through the consultation, the designer considers the colors, shapes and images to incorporate in the logo. Organizations have corporate colors, which easily identifies them. The designer should determine the colors that would not only make the logo communicate but equally aesthetic. After the determination of the elements to incorporate in the design process, the next stage is sketching. This refers to the process of developing shapes for consideration. As the designer creates the shapes, he must consult the clients in order to determine the appropriate shapes. Additionally, the designer must carry out research in order to avert any cases of product similarity. Successive stages include the designing, proofing and final designing. The process is progressive with all the stages succeeding each other chronologically. As stated earlier, the design process is interactive owing to the need to satisfy the demands of various stakeholders associated with the finished products. In the design process, the designer assumes the position of various stakeholders including the target audience. As such, he must therefore consider the use of the various colors in a manner that will communicate and appeal to the specific publics. Among the demands encountered in the process of designing a logo include the need for uniqueness, creativity and relevant. Coupled with thee need to satisfy customer demands, the process requires intense interactivity between the designers, clients, target audience and with other clients among other stakeholders. The logo has various audiences key among which are the managers of the company who will use the logo in their letters among other official documents in their basic operations. Managers among other internal stakeholders in the company use the logo to identify themselves with the services and products of the company. Such stakeholders help position the logo as a product identity. Additionally, the target audience will include the target market. To them the logo represents the company; the design must therefore consider the features of the group in order for them to identify with both the product and the logo. The group excluded by the logo consists of people who may not use the product such as children among other special groups. However, just as is the case with any other product or service the logo must increase its target audience. To achieve this, the designer must manipulate the use and placement of the elements in the logo. Changing the colors, shapes and even images in the logo helps make the logo appeal to a larger group of targeted audience. Among the user of the logo who will influence its design are the managers of the organization. The management of the organization determine such elements as he corporate colors and the brand positioning statement that runs below the logo. With the above elements already determined by the management, the designer thus involves the same management who guide the development process who guide such features as shapes and images to include in the design. Despite the interactive nature of the design, the designer maintains control and must create a unique and original logo. Besides the management, the designers must interact with other designers and the target audience whose criticism of the work helps enhances the features of the logo. The inclusion of the public’s contribution improves the appropriateness of the logo. The management can therefore decide involve the public in the design process by asking for their contribution. As they submit their designs, the management and the designer selects the best work from which to improve and develop the final logo. The use of corporate colors in the design is paramount, this helps develop uniformity in the letterhead among other official documents. While the design does not restrict one to the use of corporate colors, it becomes imperative in the positioning of the product or service. The similarity in color as a key design element contributes to the aesthetic appeal depending on the appropriateness of the corporate color. Besides the color, additional elements such as the shape of the logo, the images and size of the lines used are equal contributors to the aesthetic appeal and appropriateness of the logo. As explained earlier, uniqueness is a paramount feature in any artistic creation. This implies that the designer must employ creativity in order to develop an original works. Among the aesthetic improvements advisable for the logo includes the need to balance the colors of the logo. Balance is a design principle that influences the placement of the various elements. Balancing the elements improves their efficacy in the communication process. the designer must determine the appropriate part of the logo to place either an image or a text in order to make them complement each other thereby enhance the communication role. After the determination of the size of the logo, the designer must use his artistic skills to determine the sizes and shapes among other elements in the logo. Images and corporate colors are basic elements in a logo that communicate to the target audience. Additionally, they serve as aesthetic features that enhance the preventability of the logo. However, the elements discussed above have functional, accessibility and aesthetic functions. A logo must incorporate aesthetics, functionality and accessibility in one. This involves the artistic incorporation of the various elements to enhance the beauty, functionality and accessibility of the logo. This infers that all the elements used in the design of the logo must contribute to its relevance and communicational roles. Colors complement each other in both their functionality and the portrayal of aesthetic features of the artifact. Designers must therefore operate with such as the basic information influencing the creation of the logo. The colors and the images used in the logo additionally demarcate cultural and social functionality of the artifact. Different societies and cultures identify with specific colors and images. The use of the two must therefore result from effective investigation on the target audience and the impacts of any possible culture or image proposed for inclusion in the logo. After the determination of such, the designer thus determines an appropriate shape and size for the original design. However, just as explained earlier the process must be all-inclusive (Breward, 2003). Businesspeople determine the cost of doing business based on the profits every undertaking promises. The above suggestions will make the logo more functional. The suggestions increase the scope and breadth of the target market. Additionally the logo will earn the logo greater relevance among the target audience. This implies that the costing of the project must be proportionate to the process of designing the logo. The greatest portion of the budget goes to the research. Research determines the basic features of the design process. The process helps the designer develop an appropriate logo that will appeal to target market and increase size of the particular group. Research process involves consulting other designers and the target market thereby determining the most appropriate elements to use in the design of the logo. Other fundamental stages of the design that require more funding include the actual designing, which requires the use of specific equipment and the presentation stage. Apt investment on the logo designing process facilitates the development of an appropriate logo. Reference Breward, C. (2003). The culture of fashion: a new history of fashionable dress. Manchester: Manchester University Press. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Introduction to Multimedia and Design Assignment”, n.d.)
Introduction to Multimedia and Design Assignment. Retrieved from https://studentshare.org/information-technology/1628063-introduction-to-multimedia-and-design
(Introduction to Multimedia and Design Assignment)
Introduction to Multimedia and Design Assignment. https://studentshare.org/information-technology/1628063-introduction-to-multimedia-and-design.
“Introduction to Multimedia and Design Assignment”, n.d. https://studentshare.org/information-technology/1628063-introduction-to-multimedia-and-design.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Most Essential Brand-Positioning Tools

Brand Positioning: Strategies for Competitive Advantage

Primary research has shown that the most preferred brand in the category of consumer product is Pantene.... Pantene is the most famous brand in hair care; they are brand loyal towards the product.... he survey has shown that the most recalled brand was Pantene.... This essay "Brand Positioning: Strategies for Competitive Advantage" presents brand building as an essential part of marketing.... he purchase decision criteria for most respondents depend upon the brand name....
6 Pages (1500 words) Essay

Tourism city brand of integrated marketing communications

Over the last few years the London City had been preparing for the event of Olympics which were held almost 2 months ago and keeping in view the phenomenal event of Olympics, this study can be considered as a useful attempt to investigate how integrated marketing communication tools have been used for marketing of Olympic Games 2012 and branding of London city as a host city which has been known for its rich culture and social heritage and setup.... The prime objective of this research work is to focus on the integrated marketing tools that are applied in the branding of the London city....
60 Pages (15000 words) Dissertation

Brand Development Plan

(2011) state that a 'company's brand is the most powerful communication tool in marketing products' (p.... Companies in quest of experience lasting success will have to generate the most persuasive, pertinent, and reliable brand experiences for their consumers.... Branding is an essential aspect that will help in popularizing Flash Sports and Footwear Incorporation among the consumers....
11 Pages (2750 words) Essay

Challenges Involved in Executing an Effective Viral Campaign - Burger King

The paper "Challenges Involved in Executing an Effective Viral Campaign - Burger King" states that through public relations a company can be represented in front of the public in the most desired way that would, in turn, be beneficial for the organization (Mullin & Cummins, 2008).... Control and evaluation is thus the most important factor to judge the efficiency of the executed project (Laitenen, 2009).... These tools prove to be of immense eminence at the time of positioning a new product in the market segment....
7 Pages (1750 words) Essay

Perceptual Mapping on Positioning of the Brands

he automobile sector is classified into the following: Although most of the developed countries are a major hub for premium cars, the growth rate of the budget car segment is also moving up the ladder as the consumers are becoming more aware of the financial and economic changes in the market-leading to cost-consciousness....
8 Pages (2000 words) Assignment

How Does a Sudden Repositioning Strategy Impact the Brand Power of Well-Known Products on Consumer

This paper discovers the extent to which consumers currently feel attraction to certain well-known brands.... The paper attempts to uncover how consumers form biases for and against certain consumer brands.... The paper discusses a sudden repositioning of a product.... ... ... ... From a business leader's perspective, managing the day-to-day functions of a company include activities such as cost control, staffing, organizational structure development, and analyzing long-term strategic market orientation....
9 Pages (2250 words) Research Paper

Marketing of Chicago Cutlery, Dexter-Russell, Cutco,and Emerils Cutlery

This paper tells that Chicago cutlery is one of the most valued and trusted well-known movers in the knife industry.... The conclusion states that many of the most successful cutlery dealers evolved out of an era when they introduced a good product or service onto a market which was ready to accept the product.... To satisfy the needs of the consumers more successfully and reach them in the most effective and efficient way, the cutlery firms identify groups of customers or potential customers with homogeneous characteristics or behaviors and try to adapt their service as much as possible to the unique needs and desires of the segment members....
10 Pages (2500 words) Research Paper

Brand Identity and Brand Positioning

rand IdentityIntegrated marketing communication (IMC) has been broadly accepted, thus becoming an essential part of a brand strategy that requires broad brand improvement activities within the company before the start of any external brand communications efforts.... The paper 'Brand Identity and Brand Positioning" is an inspiring version of a case study on marketing....
16 Pages (4000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us