- Brand Dynamics: Involves understanding how consumers perceive, experience, and interact with brands. By understanding consumer behavior, brands can develop strategies that resonate with their target audience and create meaningful relationships with them.
- Before and After: Companies often change as they expand and grow and it is important to alter the brand’s identity as they do. Many brand identity redesigns seek to reflect the internal expansion they have seen. A great example I have seen is through a local supermarket brand “ShopRite”. To help promote their brand’s products they re-branded to “Bowl and Basket”. As they expanded from a local supermarket it was important to rebrand their products to reflect a higher quality product.
- Case Study, Coca-Cola: Being such an iconic brand, it is crucial to have a corresponding and memorable brand identity. The famous red and white color scheme of Coca-Cola, along with its iconic script logo, are synonymous with the brand and instantly recognizable around the world. The company has also built its brand around the slogan “Open Happiness,” emphasizing the idea that a cold Coca-Cola can bring a moment of joy and refreshment to anyone, anywhere.
Marc Gonzalez 