design & corporate identity melike demirbag kaplan, phd associate professor of marketing
Post on 22-Dec-2015
222 views
TRANSCRIPT
![Page 1: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/1.jpg)
Design & Corporate Identity
Melike Demirbag Kaplan, PhDAssociate Professor of Marketing
![Page 2: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/2.jpg)
Differentiation
DIFFERENTIATION is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors’ offerings.
- Kotler (1997)
![Page 3: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/3.jpg)
How to differentiate?
The product represents a functional improvement on competing or substitute products
The retail-selling price is considered to be advantageous
The product and/or its labeling has an attractive design
The new product is properly branded, promoted and advertised
The new product is readily available to customers in the main retail shops
A number of after-sales services are provided that make the product appealing to consumers
![Page 4: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/4.jpg)
Innovation, design & brand
Innovation - improvement of a product / process
Design - development of the ornamental features of a product
Brand - for marketing the product
Patents or Utility Models
Industrial Designs
Trademarks
![Page 5: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/5.jpg)
Patent for the fountain pen that could store ink
Utility Model for the grip and pippette for injection of ink
Industrial Design: smart design with the grip in the shape of an arrow
Trademark: provided on the product and the packaging to distinguish it from other pens
Source: Japanese Patent Office
![Page 6: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/6.jpg)
Design?
Consider the aesthetic, functional, ergonomic, economic and sociopolitical dimensions of both the design object and design process.
![Page 7: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/7.jpg)
Purpose of design
Make your product appealing to consumers
Create a “niche” market Customize products in order to
target different customers (e.g. Swatch)
Develop the brand (e.g. Apple ’s « Think Different » strategy)
![Page 8: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/8.jpg)
Design and senses
Appeal to five sensesVisual (see)Auditory (hear)Olfactory (smell)Gustatory (taste)Tactile (touch)
![Page 9: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/9.jpg)
Sensual Appeals
All sensory appeals are important But vision comes first:
70% of our knowledge comes through seeing
The eyes are our windows to understand the world
So visual design is very critical
![Page 10: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/10.jpg)
Corporate identity
is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives.
is usually visibly manifested by way of branding
![Page 11: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/11.jpg)
![Page 12: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/12.jpg)
Elements of corporate identity
Corporate design (logos, uniforms, corporate colors etc.)
Corporate communication (advertising, public relations, information, etc.)
Corporate behavior (internal values, norms, etc.)
![Page 13: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/13.jpg)
Stationery and Administrative Material Letterheads + Envelopes – Standard
Personalized Monarch
Business Cards (Regular & Executive) Fax Cover Sheet Mailing Labels Large Envelopes Forms - e.g., Purchase Orders Bills / Invoices Checks Note Pads Visitor Badge Binders Presentation Slide Formats
![Page 14: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/14.jpg)
Communications
PR / IR Communications News Release Press Kit Folder Stock Certificate Dividend Check Annual / Quarterly Report Signatures Institutional Ad Signatures
HR Communications Recruitment Material Formats / Signatures Benefit Booklet Format Employee Publication Mastheads Recruitment ad format
![Page 15: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/15.jpg)
Others
Web Internet Intranet Extranet
Facilities Signs External Primary Signs (Monument or Bldg. Mounted) Entrance / Door Sign Exterior Directional Interior Directional
![Page 16: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/16.jpg)
Others
Vehicles Cars Vans Trucks
Marketing / Sales Print Ad Signature Electronic Presentation Formats [Powerpoint etc.] Marcomm Signatures (Brochures, Direct Mail, etc.) Product Identification Product Literature Formats / Signatures Broadcast / Video Signature
![Page 17: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/17.jpg)
Others
Identity Guidelines Graphic Standards manual, printed or Web-based Electronic Templates Logo Sheets and Color Chips Visual 'Voice' Brochure
Identity Introduction Launch Brochure Video Gifts Internal (Hats, Shirts, Ties, Pins, etc.) Gifts External (Lucite Blocks, Pens, etc.)
![Page 18: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/18.jpg)
Identity should be consistent, Consistent, CONSISTENT!
![Page 19: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/19.jpg)
IEU on Google images…
![Page 20: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/20.jpg)
![Page 21: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/21.jpg)
![Page 22: Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing](https://reader035.vdocument.in/reader035/viewer/2022062421/56649d7f5503460f94a63476/html5/thumbnails/22.jpg)
How should it be?
A corporate identity manual is needed to specify how the identity elements are used.
Standardization! Examples… http://www.djavupixel.com/design
/logo/corporate-identity-design-great-examples/