Branding Campaign

Brand is all aspects that identify a product or service. As a simple definition: “Products are something that created in factory but brand are created in consumer’s mind.”- Walter Lan.

For example: a product of bag, every component that a company has to make that product recognized by people becomes part of the brand. It can be shape of logo, slogan, color, packaging, campaign, marketing communication etc. Every success brands such as Apple, Google, or LVMH, they have a key strategy that is well known by their target consumer. To be recognized, we need to create an image that is suitable to our brand. Most of people tend to buy a product from the brand that they recognized or trust before. Here are some brand examples that we can keep in mind due to their branding/brand assets:

1. Tiffany.co famous of blue box to representing their brand or Hermes known for their orange box packaging

2. LV famous of their monogram canvas

3. MCD famous of letter ‘M’ as brand symbol

4. Microsoft create a sound as the opening system

5. Singapore Airlines use a particular scent in every flight or Abercrombie and Fitch famous brand with scent to attract customer

(Pinterest, 2016)

(Autoblog, 2013)

A brand must be able to differentiate their product to the competitors since the market competition is high. Consistency is one of the key. Additionally, creating a long-term relationship to a customer as well as customer loyalty is viral and important to indicate how strong the brand is. Make sure that brand promise is deliver to customer.

Additionally, a strong brand needs a foundation such as; identifying the key audiences, determine business goals, define brand personality, and how to promote the brand itself. Sometimes, customer behaves differently when buying a product. Some of them are an impulse buying or based on their needs. This will create a different strategy as well to the company, starts from the way they sell the product or deliver the campaign. Campaign really helps to increase awareness and profit if it is successfully done. For the example, Coca-Cola is a brand that success for creating brand campaign.

(Coca-Cola, 2014)

Video 1. Coca-Cola Singapore and the Singapore Kindness Movement embarked on a project to bring "Happiness from the Skies", to show that a little kindness goes a long way to bring Singaporeans and guest workers closer. This campaign is not just bringing excitement for a lot of people but also create a memory.

(Dipdrop Branding Solution, 2015)

Video 2. A drinkable advertising creates the illusion that you actually taste the campaign and that’s why they collaborated with Shazam, helping the audience enjoy a Coke Zero with the help of technology. By “Shazaming” the ad, viewers see Coke Zero pouring in the screen of their smartphones, filling a glass, which ends up into an actual free Coke Zero that can be redeemed on big retail stores across the US. Coca-Cola realizes that their target consumer can be anyone in all ages. With the advance of technology, it helps Coca-Cola to spread their story "unique and different".