A) Current brand elements in use (with specific examples)
Steer Davies Gleave is an international transportation consulting company. The firm is built on comprehensive offering of transportation related consulting services. SDG has differentiated itself by offering services that are high in quality, utilize unique approaches, and employ top industry professionals as project leads.
The company has grown from a 3-person consultancy based primarily in London to a mid-sized international firm. Today, the company generally uses the full name in the logo as shown below. This logo includes the name of the 3 founders and has become relatively well-known in the UK.
While this logo has strong brand recognition in London, but is much less known in
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However, there is an effort to promote the concepts of “Independent” and “Employee Owned” in marketing documents. The website also identifies ten differentiation reasons for “why SDG?” that include: Global, Local, Quality, Trusted, Strategic, Build partnerships, Big picture, Independent, Innovative, and Personal.
B) Your suggestions for new and improved brand elements (with specific examples)
Steer Davies Gleave must really strive to build brand equity and capitalize on the points of differentiation in a crowded market. It is interesting to note that SDG is currently engaging in a branding strategy assessment. There are a number of concerns with current branding, which are discussed in the next section of this paper.
I suggest the company implement a new branding strategy that simplifies the name while remaining somewhat true to its history. Following is a mock-up of the new name and logo for branding
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Using the BrandAsset Valuator (Keller, 124), this provides exactly the type of stature that SDG must strive to build. The Energized differentiation comes from the intelligent solutions that are offered using market leading professionals. The relevance is that value provided to SDG clients by using the services offered by the firm. The critical issue is moving into the stature phases. Here we must work on esteem, ensuring that clients regard the SDG brand as being of high quality and want to continue doing business with the firm. Last, is knowledge, an area in which the firm excels.
It is also critical that brand elements achieve six criteria to be effective (Keller, 126)
• Memorable – The logo and branding is short, easy to say, and easier to remember than the full name that has been historically.
• Meaningful – The logo and shorter name stay true to the company’s founders and the long-time employees. It also offers more concise information regarding what the firm offers and the points of differentiation.
• Likable – The shorter name and brand elements are bold, yet
-Store brand name enables product to be accepted and adopted more easily by consumers because of brand recognition
The additional use of logos promotes consumers to invest in
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Your logo should represent your company or business. A logo that doesn't correctly represent you can do more harm than good. But a logo that correctly represents your business and its values can be a powerful tool for building a strong brand. Some examples of logos that represent their companies well are the Twitter and Microsoft logos, as well as the Apple logo. They're immediately recognizable and represent their companies extremely
In addition, I will describe the firm and its management. I will explain where this company come from and how this brand became so famous across the world in a short period of time.
The brand had scaled the heights of professionalism. It had interacted with big and small business. The same brand was apt for playing a bigger role in the improvement of the welfare of humanity. Further, the brand was guided by unique personal attributes. Without doubt, the Montana brand was now living on purpose.
The Icons - Definitely the "Red Star" because it catches our attention right the way before we notice their name. I also think logo usually more recognizable than simply just a brand name.
Visual Understanding of logo design. Universal Studio’s have had 11 developments of their logo in between 1914 and 2013. The first five of which are very rare to find. One of the first elements recognizable throughout the 11 developments is that they have continually kept the use of a globe within the centre of the logo. This represents the global relevance of the brand.... ...
Although their branding message was changing slightly during the time, they kept core values and traditions untouched. Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by.
Universal Studio’s have had 11 developments of their logo in-between 1914 and 2013. The first five of which are very rare to find. The first logo used between 1914 and 1919 shows a Saturn like shape, with ‘Universal’ written in the top half of the circle, ‘Films’ in the bottom half, ‘Trademark’ in very s...
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.
“Linked to a brand, its name is the symbol that adds to or subtract from the value provided by a product or service.” (Aeler, 1991) Like country of origin, brand equity is also one of the reasons why some people want to have a well-known brands in the whole world. Sometimes it is not all about the price anymore because in today’s generation brand is more important than
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.