Marketing & Branding Selection of Logo, Pproduct Overview - 3025 Words

Marketing and Branding: Selection of Logo, Overview of the Pproduct (Research Paper Sample) Content: MARKETING AND BRANDINGNameStudent numberInstitutionDateMarketing and BrandingIntroductionA logo is a graphic mark that bears the brand value of a given organization or product normally utilized for profit-making purposes. The logo is used to establish a lasting impression on the minds of their target customers. Such organizations or products are represented by symbols, texts and several graphic components that create the core of a given logo. Several logos are composed of a graphic symbol, the name of the bearers of the logo or a combination of both. The main aim of creating a logo for a firm or individual is to establish a lasting sense on the minds of the public. Also, the symbols used and accompanied texts, and graphical components create the foundation of a logo. Therefore, the characteristic of a given logo should be integrated with its intended impressions towards its viewers. An extensive use of a logo ensures that the brand images that relate to its bearers in dicate their brand images and involvement in assorted activities. Moreover, it gives an organization or individuals a heightened brand value, passes across the intended messages successfully and helps in avoiding confusion amongst people in choosing their preferred firms or individuals.Selection of LogoThe selection of a logo is a crucial phase of any organization or individual who intends to make an impact on the consequent marketing and branding decisions. Moreover, the selection process should consider the purpose of the logo. The purposes include the formation of a new firm, changing of an organizationà ¢Ã¢â€š ¬s name or revamping an already existing brand identity (AIREY 2010). The logo forms a strong foundation for a successful marketing strategy and an evident component of an organization's brand identity. During the selection process, the involved individuals should consider the possibilities of a poor choice of a logo and the resulting adverse effects on the firmà ¢Ã¢â€š ¬s operations. A great logo choice forms a foundation for attention from viewers and separates a firm from its competitors in the markets.The selections should also consider the design, graphics, and words that indicate the main concepts of the company bearing the logo. This ensures that the logoà ¢Ã¢â€š ¬s image is similar to the organization bearing it. This entails the reflection of the firmà ¢Ã¢â€š ¬s mission and brand positioning in the market. The selected logo should also have a clear distinction from those of the competitors to avoid confusion on the brand identity (KLEIN 2001). The logo should also be creative in the use of fonts and colors to enable easy identification and visual interest. This ensures that it is easily memorable, and people can recognize it with ease. A successful selection should also ensure that the logo could be used in all marketing channels in all extensive and dynamic markets. Also, the selected logo should be adaptable enough on marketing media, catalogs, online services, and packaging (GERNSHEIMER 2008).Overview of the productAdidas is a name that represents proficiency in all subdivisions of sportswear across the world. Adi Dassler, who also established the company that produced footwear in 1949, founded the original 3-stripes mark. The logo was easily recognizable on footwear during national athletic competitions. As a result, the logo gained global recognition with time leading to the identification of the brand as a 3-stripe symbol of footwear.(YANGJUN JIAOJIAO 2007)In the early 1960s, the Adidas implemented their expansion strategies by exploiting the leisure and apparel sectors. As a result, the founders of the company established an additional logo for their products. To date, the two logos play a significant role in representing the Adidas original product collections.In 1998, Adidas and Salomon merged, and this led to the introduction of a new corporate logo to accommodate the changes in the organization. The new and redesigned logo united the values of the brands of the group. The design entailed integrating the original brand logo colors of the two companies that included blue for Adidas and red for Salomon. However, the logo only appeared in documents but not on the products in the markets.(YANGJUN JIAOJIAO 2007)The Adidas products possess a strong brand quality and sports performance in todayà ¢Ã¢â€š ¬s markets. The logoà ¢Ã¢â€š ¬s design plays a significant role in creating the brand recognition across the globe. Consequently, the design appeals to many individuals thus encouraging them to make purchases for casual wears off the playing fields. The logo is viewed as a symbol of elegance and durability. In the year 2005, the corporate logo changed after the divestment of Salomon. The new logo was also known across the globe as the "Adidas wordmark" that had taken various forms since 1960. (YANGJUN JIAOJIAO 2007)Visual understanding of logoThe designers of the new Adidas logo had a b etter visual understanding of the logo. This refers to their ability to implement the methodologies, tools, and methods to create and solve various latent problems resulting from the new logo. The designers solved the redesigning organizational problem that worked across the functions and departments involved in productions. Visual understanding provided a better ground for introducing the new logo and overcoming the possible challenges that accompanied the changes. Furthermore, it helped in achieving the ability to express the interactions between the consumersà ¢Ã¢â€š ¬ thoughts, concerns, and issues. Visual understanding also offered the designers with the ability to view the redesigning process from the big picture meant to create new visions and strategies for the company. In this case, the changes made ensured the growth of the business through new product lines in the markets. Therefore, Adidas Company benefited from the confidence created by the brand even with the minor ch anges in the logo (MONO DESIGN 2005).Redesign of logo (Visual ideas)Redesigning a logo is a crucial aspect of any organizationà ¢Ã¢â€š ¬s marketing and branding strategies in the market. Whenever a logo is utilized for several years, the end users of such products bearing the logo offer a strong asset to a firmà ¢Ã¢â€š ¬s corporate marketing. However, a logo redesign is frequently implemented for its required slight changes meant to rejuvenate the visual on the customer acknowledgment (WHEELER 2012). The Adidas logo, just like other logos, is not always competent in the marketplace. Therefore, there is a need to update a logoà ¢Ã¢â€š ¬s design to fit in the dynamic markets. There are usually few changes made in a logos design that avoids creating confusion and at the same time create a new impression on products. Redesigning a logo is perceived as an effort of redefining a firmà ¢Ã¢â€š ¬s identity (CARTER 2005).Adidas brand is an identity that that creates visual ideas to indivi duals who perceive it. Brand responsiveness and recognition are assisted by a visual identity that is easy to recall and recognize instantaneously (WHEELER 2012). Visual identity is considered a cause of awareness that unlocks the connection of the brand in the market. The identity designers of any company seek to manage awareness through the incorporation of meaning and distinguishing visual form. On the other hand, redesigning a logo to a different image would be a radical change likely to harm the brandà ¢Ã¢â€š ¬s identity and place in the marketplace. This is because it takes a long time for individuals to identify themselves with a given logo and create the link between the organization and their products (HODGSON PORTER 2010).The Adidas logo was redesigned in 2005 after the Salomon group reduced their investment in the company. As a result, the Adidas company engaged various logo designers who came up with a new logo. It was unveiled in April 2006. The new design incorporate d the Group-owned brands standing under an umbrella. However, the redesigning brought back the Adidas company to its original word mark logo that was common since its launch. Moreover, the logo brought a visual identity to the business community that resulted in strengthening its image and impression in the marketplace. From a design viewpoint, the new logo is straightforward, clear, and confident. The main objective of such a logo is to enhance future business development and flexible enough to accommodate future changes in the market.Communication campaignThe company is required to plan for the communications campaign. This is done through the consideration of its basic elements such as objectives, audience, research, messaging, channels, the timing, and assessment. The communication campaignà ¢Ã¢â€š ¬s objectives should be identified regarding the expected changes. The changes may entail the attitudes and mannerisms of people and the means to measure the efficiency. Therefore, t he communication campaign aims at providing information to the public. This is done whenever an organization introduces a new product or a redesigned logo to create awareness (ATKIN RICE 2001).After the subtle changes in the Adidas logo, there was a need for a communication campaign to inform the public of the introduction of the new logo. Also, the campaignà ¢Ã¢â€š ¬s other objective included maintaining and improving the customersà ¢Ã¢â€š ¬ confidence in the products. It also helped to sustain the brand identity that represented quality and eminence. The campaign also helped the company in further distinguishing its products with those of the competitors in the marketplace. In the communication campaign, the target publics included all the Adidas markets across the globe. This included men and women of all ages, sports women, and men, and the casual wearers (ATKIN RICE 2...

Essay on Analysis of Aeschylus Agamemnon - 4499 Words

Analysis of Aeschylus Agamemnon Characters- The Watchman Clytaemnestra The Herald Agamemnon Cassandra Aegisthus The Chorus 1). The Watchman: †¢ The watchman sets the time and place for the play (Agamemnon’s palace in Argos, the house of Atreus); he describes the many miserable nights he has spent on the rooftop of the palace watching for the signal fires that will herald the fall of Troy. †¢ The watchman is one Aeschylus’s small characters, but like the herald he serves an important role as he not only sets the scene but also perhaps portrays the mood of Argos awaiting their king and soldiers return. †¢ â€Å"That woman – She manoeuvres like a man† is the important first reference to Clytaemnestra, it ominously†¦show more content†¦Ã¢â‚¬ ¢ Helens promiscuity is alluded to as she is described as a â€Å"woman manned by many† and the cause of the Trojan War. †¢ The chorus talks about the inevitability of crime and punishment by the gods. Zeus will punish Paris because he is the god of hospitality and it is his laws of hospitality that have been broken; they also suggest that there is no way to â€Å"enchant away the rigid fury†. †¢ The Chorus introduce themselves as â€Å"the old dishonoured ones, the broken husks of men† alluding to the fact that they are the old men of Argos and could not go to war â€Å"old men are children once more† makes us sympathise with the Chorus in their old age. †¢ A change of pace in the chorus’s speech signals that the chorus have become narrators outside the action of the play and are given divine wisdom and knowledge â€Å"The gods breathe power through my song† †¢ At this point the chorus narrates the omen of the birds and the hare; Agamemnon and Menelaus are likened this time to two eagles which fly from the palace west towards the sea (and Troy) and kill a pregnant hare which represents the city of Troy full of life and prosperity. The fact they are likened to eagles is important because eagles are the kings of birds and they have beaks just like the prow of a ship. †¢ There is a long section of praise to Zeus. The chorus then speak of a price to pay for the Trojan War (the sacrifice of the as yet unnamed Iphigenia) and hint atShow MoreRelatedA Short Analysis of Aeschylus Agamemnon4558 Words   |  19 PagesAeschylus- Agamemnon Characters- The Watchman Clytaemnestra The Herald Agamemnon Cassandra Aegisthus The Chorus 1). The Watchman: • The watchman sets the time and place for the play (Agamemnons palace in Argos, the house of Atreus); he describes the many miserable nights he has spent on the rooftop of the palace watching for the signal fires that will herald theRead MoreThe Significance of Animal Symbolism and its Effect on Gender Role1699 Words   |  7 Pagesmany different personality traits which make them extremely diverse creatures. This also promotes various applications to characters in literary works. 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The New World - 1640 Words

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It was not until the success from the crop tobacco, did anyone in Virginia prosper. This set the stage for a huge colony with an economy relying on large plantations of this new staple crop. The many who sought out the Massachusetts bay colony in New England were likely not going to strike rich on a plantation, but to either escape the English Church, or to start a new life for their family. The Massachusetts bay colony was founded by Puritans who wanted to fix, or purify, the English church and for this reason, were also veryShow MoreRelatedThe Columbian Exchange : A World Drift That Carried The Old And New World907 Words   |  4 PagesMany years ago, there was a world drift that carried the Old and New Worlds apart, which made a split between the North and South. The separation lasted so long it caused the development of rattlesnakes on one side of the Atlantic and vipers on the other. 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Outer Space free essay sample

The 21st century witnesses the flourishing of space science and technology. More and more countries have come to realize the need for international cooperation to explore outer space, even though considering the complexity, high cost and tremendous risk involved in outer space activities. The human world and outer space are now increasingly inseparable. The use of outer space has formulated a major part of our lives, such using outer space for telecommunications, navigation, meteorology and remote sensing, to name just a few. According to incomplete statistics, there are about 3500 satellites operating in orbit and they are increasing by the years coping to human demands. Human beings are increasingly dependent on outer space in their pursuit of economic, cultural and social development and in scientific research and even security. In the 21st century, outer space will become all the more important to mankind. However, while enjoying the fruits of peaceful uses of outer space and indulging in the dream of a still brighter future, we are also faced with a daunting challenge, and are still living in the shadow of a possible militarization and arms race in outer space. We will write a custom essay sample on Outer Space or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Just like nuclear energy, which can be used either as clean and effective source of energy or in producing weapons of mass destruction, outer space may also be used to the benefit of all countries, or for military confrontation or other hostile purposes, which would threaten the security of mankind. Due to the development in technology, considerable progress has been made in outer space-related weapons research and military technology. It will not take long before proposal or ideas of space weapons and weapon systems be turned into lethal combat instruments in outer space. If such a scenario should become reality it would be impossible for mankind to continue their anticipated exploration, development and utilization of outer space, and other activities in connection with the utilization of outer space, would be severely interrupted.