P.61
The first choice taken in brand values is the aspiration level of the brand. There are three aspiration levels: the need-driven, the outer-directed and the inner directed level. Riezebos (2003) explains it:
"If a manager chooses the aspiration level of a brand to be need driven, it means that the brand relates to material and biological consumer needs. If the outer-directed aspiration level is chosen, the brand refers to consumers' relational needs. For the inner-directed aspiration level, the brand should relate to consumers' need for self-actualisation. The choice for an aspiration level can be made by taking three factors into account: the characteristics of the product, the characteristics of the organisation and the choices made by competitors. Regarding the product, it is driven, as bread fulfils material and biological needs... With regard to the organisation, one should take care that the aspiration level of the brand does not conflict with the aspiration level of the company".
The ideal scenario is to first choose one or two aspiration levels: one that describes the needs on which the other is focusing in greater detail. Then, Riezebos says "a maximum of three values may be selected within the aspiration level(s) chosen". In the following table, each aspiration level has specific values.
There are three groups of aspiration levels with their respective needs and personal values.
P.70
There are five dimensions of psycho-social meaning for brands (also known as 'brand personality'). This does not mean that the perceived performance of a product has the same meaning for the consumer, only that a product can be wrapped in a certain unique make up.
P.127-134
Kotler and Rath (1984) stated: "Design creates corporate distinctiveness in an otherwise product and image-surfeited marketplace. It can create a personality... so it stands out... it communicates value to the customer, makes selection easier, informs and entertains".
Robert Blaich defined design management as "the implementation of design as a formal activity program within the organisation, by communicating the importance of design for the long-term organisational goals, and by coordinating the design 'resources' on all levels of organisational activities, in pursuit of the organisational goals".
Design can influence consumers, so it is an instrument that must be used with care. The visual identity is the natural extension of the brand identity. Different roles in brand development can be fulfilled by design, most of the times spending much less money than advertising. The most important roles are:
1.- Identification: for categorisation and recognition.
2.- Differentiation: how an article is different from the competition.
3.- Transfer of material brand values: The performance of the brand can be represented through image, structure, material, colour, size or shape.
4.- Transfer of immaterial brand values: Design can attribute certain character traits to the psycho-social meaning of a brand.
Riezebos (2003) classifies design in regards to their characteristics and corresponding media.
****include table in p. 132****
----good introduction to point out i'm gonna focus on strategic design----
1.- Strategic design works for the recognition or appearance of the brand. It has a long-term character and its most important aim is the consistency in appearance for a consistency in recognition. There is a number of influential factors to take into account:
A.- Visual reference to brand values and positioning of the brand.
The design must visualise material brand values and an immaterial experience world.
B.- Category codes.
Products use visual codes for recognition (in Holland, for example, red is for buttermilk and light blue is for skimmed milk). These codes can be kept or broken, but low-budget projects should go by set codes.
C.- Brand individuality.
Easy recognition is important for early phases and high marketing communication budgets.
D.- Competitive position of the brand (authority).
Design can make a product seen as the best in its class by exploiting specific values.
2.- Tactical design is aimed at brand content. Current trends and developments is what strongly leads it and it is mostly used for external target groups. It is a temporary form of design and it is applicable to features like packaging or advertisement. These are the factors to take into account:
A.- Visual references to brand values and position of the brand.
B.- Visual references to trends.
C.- In sales promotion, design can help increasing its success by making clear that it fits the brand.
D.- In experience communication, design helps in creating an experience world surrounding an event surprising and inviting the public.
In this type of design, there are certain communication goals, target groups and product or market segments. The aim is to ensure that a brand becomes and remains meaningful showing broads and flexible applications of the brand but keeping visual expressions related to the brand values in a coherent manner.
3.- Operational design is related to the services surrounding a product. In this media (letters, forms, instructions, etc) design facilitates information in a friendly and serviceable manner.
P.144
There are several reasons why a brand might decide to change its visual identity. It is worth to mention that brand can live for a long period of time if the strategic design has been carefully carried out.
Some of the reasons are:
1.- To keep the brand 'up to date'. Gradual changes that are barely noticed by the consumer might be the best solution, as the position of the brand should not be altered in this instance and, in fact, the aspects of the previous style can be exploited to determine how to increase the familiarity of the new one.
2.- Repositioning, revitalisation or 'rebirth' of a brand. This means the brand values have changed and it affects the visual identity.
3.- Introduction of extensions that require family resemblance.
4.- Expansion to different geographic markets. Different codes, naming and so on to make a product fit. Although, the design should have the minimal alterations. In a roll-out of global brands, an opposite approach is required for a better differentiation from local markets.
5.- Fusions, acquisitions and partnerships. Solutions to this might be to create a new brand or keep one of the old ones depending on their goals.
6.- New techniques of packaging, displaying and everything that involves technology upgrading.
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