34. BRAND ELEMENTS
B r a n d
ชื่อแบรนด์
Typeface
Product Design
ความหมายของชื่อ
โลโก้ สีสัน
บรรจุภัณฑ์
ภาษาที่ใช้
วัสดุที่ใช้
เครื่องดื่ม
พนักงาน
เครื่องแบบพนักงาน
บริเวณต้อนรับ
คาพูดทักทาย
การจัดวางสินค้า
วัสดุตกแต่ง
อาคารสานักงาน
นามบัตร
พนักงานรับโทรศัพท์
หัวจดหมาย
ซอง
ป้ ายอาคาร
ภาษาในจดหมาย
ประธาน
ผู้บริหาร
เจ้าของ
โฆษณากิจกรรมสังคม สโลแกน
เสียงโฆษก
presenter
พาดหัว
เพลง
ข่าวนสพ.
website
Company Trip
Staff training
โชว์รูม
ป้ ายบอกราคา
บัตรสมาชิก
35. PR
CSR
CEM
Create and keep interesting and
credit of brand for good image
Create consumer experience
and act as the magnificent
channel of communication
PR
CEM
CSR
Event
Marketing
Event
Marketing
Direct
Marketing
Direct
Marketing
Share updated product information,
promotional message and activities
Create impression experience
to consumer in every contact
points for brand loyalty
Create social responsibility
image to the brand
72. Product /
Service
• Advertising
• Public Relations
• Sales Promotion
• Direct Marketing
• Personal Selling
Customer &
Consumer
Communication Strategies
???
79. Why Brand?
• Features of products are close to each other
• Prices are about the same, and decreasing
• Delivery channels are the same
• There are no virgin customer around
Intro
80. People in marketing *Brand* and
advertising business need to find new
strategies to *differentiate their Brand.
100. ***Packaging design makes a brand outstanding
and reflects the brand image when compared
with their competitors.
The good packaging design has to take the
function of the product into account.
101.
102. *Packaging design plays an important role
in building external image of a brand; it results
in emotion and feeling of consumers.
***Emotion and feeling of consumers
106. Package How To?
Packages have a huge responsibility to
cultivate intimate and long-lasting bonds
with consumers. They are the only brand
touch-points that you have 100% control.
107.
108. Package How To?
Know Your Consumer :
By the time you get to your package design
you’ve already decided on
• Defined the consumer group your brand is
targeting.
• Your brand personality
109. Tween
12 15 22 28 35 45
*Age Line Segmentation
Young Adult
1St Jobber
Professional
Teen Professional
111. KORRES
The most environmentally friendly and skin.
Natural products is a Greek company in 1996.Korres make
scientifically developed products that aim to natural well being and
beauty.
112. ODEL
Now there's a healthy thought
ODEL now takes another step in offering its customers total
lifestyle choices with the introduction of the ODEL ORGANIC
range of products. The new products offer customers a safer and
healthier alternative in food
113. Package How To?
Shop ability :
• Compare those competitions
• Find key words!!!
• Identify hierarchy of information
• Make sure to get information consumer needs
• Your variable elements are obvious to the
consumer make it easy
* การเรียงลาดับ และให้ความสาคัญกับข้อมูล
114. *The baby of Sydney product design firm Container, it espouses a simple
philosophy of building formulas with very individual aromatherapeutic
characters.
Look at this new line of skincare products isn’t it beautiful?
LEIF
Hierarchy of information
การเรียงลาดับและให้ความสาคัญกับข้อมูล
116. Biteis a completely new product from
Russian company Bio FoodLab. It’s a
100% natural and healthy snack bar and it
contains entirely of various fruits and nuts.
There are 5 tastes for
now, classified according to the main
ingredient and its health benefit
Key word = Natural
118. Laco Choco
The idea of the packaging is to show that the
dessert is made from real fruits. To achieve the
goal, the actual product shot is integrated with
the fruit shot in an interesting way. In addition,
friendly mascots are carefully designed to
represent each flavors of the dessert.
120. Donec its name comes from Latin and means
"Fun" the more remarkable feature of this family
members and represents quality of which
character, Felix means happy ; Amparo, deserving of love ;
Alba, white skin ; Martín, warrior and Paula, little.
Key word = Fun + Family members
121. Package How To?
Balance form, design and function :
• The type of product you are selling plays a
big role in the design of your package
• Consumers need to understand what your
product looks
• Consumers have been inspire by color
122. I Hate perfume!!!
CB
*One of the most innovative perfumers of the 21st Century. People
in all civilized parts of the globe enjoy the unique scents.Create to
surprise how people think of perfume : what it is & how it’s used.
Understand what your
product looks
138. “Limited Edition” designed product can be
used to build a group of customers with royalty
to a brand.
**It is a new way to make a product enter into
a group of design and creative thinking faster.
140. “Limited Edition”
American Girl is an American line of 18-inch dolls released in 1986
by Pleasant Company. The dolls portray ten-year-old and nine
year old girls of a variety of ethnicities living in various times
throughout American history.
150. In conclusion :
*Brand with beautiful design and effective
creative thinking will not only add value to
product and service, but also build good
image to the brand.
151. Moreover, good brand have to make
**consumer proud when using their
products and services.
154. BRAND IMAGE
How the brand is now perceived
BRAND IDENTITY
How strategists want the brand to be perceived
155. BRAND IDENTITY
Visible elements of a brand such as colors
design logotype name symbol that together
identify and distinguish the brand in the
consumers' mind.
163. Mascot
Fujiya's mascot is Peko-chan, a girl in pigtails with her tongue hanging out of the side of her
mouth. Peko-chan is a well-known marketing icon in Japan, where life-sized dolls of the
mascot are commonly seen nationwide standing outside the chain's stores.[
164. LOGO + Mascot
How to create Logo
1. Name of the service/product
2. Any slogans to use?
3. Any specific color in mind?
4. What are the logo trying to say?
5. Use in Black & White!!!
233. Types of Restaurant
Type of outlet Type of food
Stand alone
Branches
Franchises
Kiosk
Food Center
Restaurant
Pub & Restaurant
Coffee shop
Bakery
Ice-cream
Fast food
234. Types of Restaurant (cont’)
Style of food Outlet style
Thai
International
Italian
Japanese
Korean
Mexican
Indian
Fusion
Etc.
Original
Fashion & Lifestyle
Healthy + Organic
245. Grey Hound Cafe
5 Greyhound Cafés in prime locations which
match with our target lifestyle.We are located
in leading shopping complexes, department
stores and lifestyle malls.
249. Strategic Branding Plan for “Gourmet House”
Brand Hierarchy
(FamilyTree)
Bangkok Air Catering
Gourmet House Catering
Gourmet House
○ EightThonglor
○ CentralWorld
○ Waterfront
○ Arabic and Indian
○ Other future restaurant
Brand Model
Brand Passion
Brand Positioning
Brand Attributes
Brand Personality
250. Strategic Branding Plan for “Gourmet House”
Brand Identity
Refine Logo
Refine Slogan
Refine Color Usage
KeyVisual & Message
(for all media and packaging)
Brand Communication
Strategy
Advertising
Public Relations
Events
Online Media
Sales Promotion
In-store media
251. PR and Marketing Implementation Plan
“Gourmet House”
Advertising
Hi-end lifestyle Magazine
BKK Free Copy Magazine
International Newspaper
Airline Magazine
TV tie-in
Public Relations
Press Invitation for the
Grand Opening
Press Release
Photo Release
Executive Interview
Advertorial:Airline
Magazine, Other Magazines
252. PR and Marketing Implementation Plan
“Gourmet House”
Events
Grand Opening
Online Media
Website
Facebook
Sales Promotion
Premium
Credit Card Deal
In-store Media
274. การวางตาแหน่งแบรนด์ (Brand Positioning)
ท่านจะบอกกับคนอื่นว่าแบรนด์ของท่านคืออะไร
เหตุผลที่ลูกค้าต้องซื้อของเรามากกว่าคู่แข่ง
Brand “ของเรา”
Product +
Service
Brand B
Brand C
Brand D