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0 Brand ManagementAssignment - 7
This assignment aims at determining the Brand Personality of few popular brands while looking at the personality traits as described by Jennifer Aaker and other characteristics of a brand like the color, logo, name and typeface.
Zafar A. Khan4/26/2010
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CONTENTS
Brand Name 3
Components of a Brand name 4
Types of Brand names 5
Brand Logo 13
Components of an Effective Logo 14
Logo Formats 15
Analyzing Logos 17
Meanings of different Shapes and Symbols 18
Psychology of shapes and symbols 21
Brand Color 22
Importance of Colors in Branding
Colors and Health
Colors and Emotions
Colors and Gender
Color Usage – Significance
Brand Typeface 3
Classification of Typefaces
Elements of a Brand Typeface Analysis
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BRAND NAME
Brand Name is one of the most essential and important aspects of a brand. While choosing the name of
a brand, a lot of things have to be taken into consideration because of the immense importance
attached to the name of the brand. The importance of the Brand Name can be judged from the fact that
it differentiates and distinguishes the brand in question from its competing brands. For instance, the
name ‘Gold Leaf’ differentiates the brand from its counterparts like Dunhill etc.
Components of a Brand Name
Some of the things that should be kept in mind while choosing brand names are as follows:
It should be easy to memorize and pronounce because if this is done, the recall and recognition
(Awareness) can be increased many folds or in other words simple names are easy to memorize
and remember.
It should be easy to say and spell because this factor, if present, will add to the awareness of the
brand at a macro level and chances are there that the placement of the brand in the evoke set
would be made easier.
It should allude to the product that bears the brand name. The Brand Name should carry a
casual or indirect reference to the product being offered.
The name itself should evoke positive mental image and emotional reaction that eventually will
bestow a positive image to the brand itself.
It should avoid any negative or offensive references to anything, be it a name, place etc. and has
a negative attached to it.
It is advisable if it provides directly or gives a hint towards the product function or benefits.
It should sound appropriate and above all since it provides a distinguishing point from its
competitors, it should be unique.
It should provide the ease of translation into other languages. Since today more and more
brands are moving into the global arena, establishing presence in multiple nations, translation is
a crucial factor, which is required to localize the brand for the local targets.
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Types of Brand Names
After discussing the key success factors for choosing brand names, another important consideration is
that what are the types of brand names being used by different brands. The types of brand names for
a business usually fall into one of the following categories (Popular types of Brand Names, 2010):
The owner’s name or Names: These types of brands have their
owners name serving as the name of the business, such as H.
Karim Buksh, Tapal etc., which are named after its founder
owner. This type of brand name is especially suitable for small
businesses and sole proprietorships and this turns out to be an
easy and an effective approach.
Abbreviation Names: This type of brand name basically
abbreviates the longer business name into an abbreviation like
IBM (International Business Machine). This type requires
investment of time and money in order to create brand
recognition. If the prerequisites of this type of name are not
met the brand will end up with a string of initials that mean
little to consumers, or the brand will end up with a generic
name.
Geographically anchored Names: These are dime-a-dozen names that work to capitalize on a
known local landmark or geographic indicator For example Lahore Chatkhara, Karachi Barbeque
etc. Most names of this kind blur into a group of like-named entities.
Descriptive Names: These are names that describe a business’s offering or brand promise for
example Adidas, Surf Excel etc. These utilize the obvious and logical to penetrate the market
place quickly and establish a position of leadership and dominance (Identifying Concepts, 2009).
Borrowed interest Names: These are names that use existing words that don’t directly reflect
the brand’s offerings or promise but that can be linked to a brand’s essence and promise
through marketing efforts rather than through direct translation.
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Fabricated-word Names: These are names that combine acronyms, words, or syllables to form
previously unknown words and brand names. Because they’re newly invented words, fabricated
names are usually available for trademark protection, and the domain names that contain them
are likely to be available, too.
Invented Names: These names contain a distinct brand name that allows it to stand out
amongst the industry and quickly establish a position of leadership. There are three main ways
of inventing brand names (Names and Brands, 2008). Firstly, by syllable combinations, this
involves, randomly combining syllables of words. Secondly by randomly substituting letters to
produce multiple variations of a word I.e. Pattern based word generation. Last but not least by
Word fusion i.e. combining beginning and end of existing words to produce new words.
Connotative Names: These names combine the qualities of descriptive and invented brand
names to create a unique brand in the market place.
Bridged Names: These names combine two brand names; generally, as a result of a merger or
acquisition for example the Pakistan operations of ANZ Grindlays were renamed to Standard
Chartered Grindlays after the acquisition.
These above mentioned are the standalone names of brand name types but generally the brand name
comprises of one or more types of the above mentioned, for example , Aston Martin, takes its name
from the "Aston Hill" races (near Aston Clinton) where the company was founded and its founder,
Lionel Martin (Wikipedia, 2010).
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BRAND LOGO
The company logo is the foundation stone of the firm's branding elements. Many firms regard their
logos as a visual depiction of their reasons for existence into the arena. A great logo would indeed help
build the firm; it also plays a vital role in representing it. On the contrary, a weak or confusing logo can
detract from the value that the firm brings. In short, the brand logo is the visual expression of the Brand
Identity.
Components of an Effective Logo
Ignoring the design aspect of logos, an effective logo should be unique, for instance it doesn’t get into
stuff that other counterparts are also doing. Moreover, it should instantly communicate the nature of
the business, product, or service. This can be interpreted in two ways, literal or abstract. An example of
the abstract interpretation is the well-known Burger King logo, a burger. On the other hand, Citibank’s
“blinking eye” symbol, used prior to Citicorp’s merger with Travelers Group (Separate You’re Business
from the Competition by Branding and Positioning, 2006), was more abstract, having nothing directly to
do with banking, but representative of the company’s tagline , The City never sleeps.
Moreover, a logo should be appealing to the target audience. The usage of suitable color scheme is of
immense importance. While being into the business selling a highly sophisticated service or a product,
for example a banking service, using sharp colors might not be a good for example Silk Bank uses hot
pink in its logo. It should be able to withstand the test of time. When considering a logo design, it’s not
advisable to go for a new logo every two years. Thus, it is never a good idea to stylize the design to such
a point that it will become unusable once the current fad goes out of fashion. Classic and timeless are
the words to keep in mind.
A good logo is usable in all types of communication mediums. For instance, if a logo only looks good in
color and it is advertised mainly in local newspapers, this will present a production problem. The symbol
will become distorted, if not unreadable. Moreover, an effective logo supports the USP being offered by
the brand for example, if a brand is trying to communicate low prices then the logo should support that
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image. Last but not least a logo should be Legible. This seems pretty obvious but many brands use
typefaces and images that can't be printed or carried to a large sign. A logo should clearly identify the
company and that can’t be done if people don't understand it.
Logo Formats
There is a variety of logo formats being applied in the business world these days. Some of them include
(Identifying Concepts, 2009):
Word mark: It contains just the brand name without any accompanying visual symbol because
the name itself is distinct and unique enough for example Microsoft®.
Letterform: It generally utilizes the first letter of the brand name to create a distinct letterform
that establishes visual ownership of that letter for example McDonalds has one of the most
recognized logos in the world, ‘M’.
Emblems: Emblems generally are a visual mark or symbol which the brand is inextricably
connected to. They often look like shields which is where they originate from.
Pictorial: It generally utilizes a common, yet strong visual pictorial icon or symbol to establish
visual ownership of that image for example Apple.
Character: It is similar to a pictorial style logo, but the visual image is personified giving it a life
of its own that acts as an ambassador for the brand for example John Players Gold Leaf and its
logo bearing a sailors picture.
Abstract: Abstract Logos normally contain visual symbols that convey a big idea or brand
attributes and often embodies strategic ambiguity. This type of brand logo is the most difficult
to succeed with.
Analyzing Logos
In order to interpret the logos and find the meaning that is embedded in them, some essential
guidelines have to be followed and answers to the following questions should be looked for:
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Is it Simple? Complex logos are difficult to remember and it takes time to register in the mind
and achieving recall is difficult. At the same time, it will present many issues when that logo is
scaled to fit smaller applications. Analyzing the most successful brands and their logos, this can
be observed that that they are simple shapes or forms for example Apple, Google, etc.
Is it Scalable? A successful logo has to work in a 1″ by 1″ application or in a billboard size. This is
achieved by simple images and the right typography. Many companies in their brand guidelines
develop different logo applications with minor modifications to ensure that their logo will work
at any size.
Does the typography fit the logo or the imagery? Typography is an essential element and it
should fit the logo or the imagery. The main goal of a logo is to be recognizable and easily
readable.
Are the colors in contrast? The logo should be in contrast with the colors, the elements and
shapes of the design.
Are the colors appropriate? Color is one of the most important aspects of a logo. Different colors
have different meanings and they tend to monitor the interaction of people towards the brand.
Meanings of different Shapes and Symbols
Shape is one of the basic elements of design. Alone or in combination with other shapes or lines they
can convey universal meanings as well as guide the eye or organize information. The three basic types of
shapes are geometric, natural, and abstract. (Shapes, 2010)
Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and
triangles but also octagons, hexagons, and cones. In addition to the basic square, circle, other
geometric shapes have specific meanings. An octagon, especially a red one, usually means stop.
A starburst is commonly used to grab attention and identify something that is new, improved, or
'on sale.'
Natural shapes are found in nature or they can be manmade shapes. Leaves are an example of a
natural shape. An ink blob is a natural shape. Natural shapes are often irregular and fluid. These
can add interest and reinforce a theme. Rather than a plain box, frame text with a coiling rope
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or a spray of leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling of
spontaneity.
Abstract shapes are stylized or simplified versions of natural shapes. Some examples of abstract
shapes are alphabetical glyphs, icons and symbols.
Psychology of Shapes and Symbols (The Meaning of Shapes - Developing Visual Grammar, 2006)
Shape/Symbol Meaning
Circle
Represents the eternal whole.
Circles are graceful and their curves are seen as feminine.
Warm, comforting and give a sense of sensuality and love.
They protect, they endure, they restrict.
Suggest community, integrity, and perfection.
Completeness suggests the infinite, unity, and harmony.
Square/Rectangle
They are stable shapes.
Familiar and trusted shapes and suggest honesty.
They have right angles and represent order, mathematics, rationality, and
formality.
Stability, equality, solidity, security, rationality and honesty.
Triangle Can be stable when sitting on their base or unstable when not.
They are balanced and can be a symbol for law, science, and religion.
The strength of triangles suggests masculinity.
Convey progression, direction, and purpose.
Spiral
Are expressions of creativity
Convey ideas of fertility, birth, death, expansion, and transformation.
Represent trust during change, the release of energy and maintaining
flexibility through transformation.
Clockwise spiral – Projects expression of an expression.
Counter Clockwise Spiral – Fulfillment of an interaction.
Balance, progress, direction, initiation, development.
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Pentagon
Places attention on something to be experienced
Attracts people who are striving to focus on their goals
Hexagon
Contains a spiritual or metaphysical trigger
Communication, interfacing, balance, union
BRAND COLORS
Different colors have different meaning to different people in general. The meaning of colors varies
depending on one's culture, race, gender, and even age. Selection of a particular color to target a market
is of immense importance. Moreover, different colors have different connotations in different cultures
across the world for instance; white is often associated with weddings in North America and evokes the
feeling of innocence. In Eastern cultures, white signifies death. It’s imperative for a dress designer to
choose the color for wedding dresses when making and selling stuff in china.
Importance of Colors in Branding
The importance of visual elements cannot be ignored when studying the purchase behavior of different
products/services. According to a research conducted by the secretariat of the Seoul International Color
Expo 2004, 92.6 percent said that they put most importance on visual factors when purchasing products.
Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and
smell each drew 0.9 percent.
According to another research people make a subconscious judgment about a person, environment, or
product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based
on color alone (CCICOLOR – Institute of Color Research)
Colors and Health
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The relation between health and colors has been there for centuries as evident from the Egyptian
culture where doctors used to bathe patients in colors of light to heal diseases. In modern time the
healing capabilities of colors are still utilized to diagnose different ailments.
Red energizes the liver, scarlet increases blood pressure, purple lowers blood pressure, orange
strengthens lungs and increases calcium metabolism, green activates sympathetic nervous system, and,
yellow energizes the alimentary tract. Blue stimulated the sympathetic nervous system the most and the
red and green the least. This system is responsible for heartbeat, blood pressure and perspiration. (Color
Meaning, 2002)
Colors and Emotions
Colors affect different people in different ways. Testing the association between colors and emotions, it
was found that yellow, orange, and blue are happy colors, and red, black and brown as sad colors. These
emotions (happy vs. sad) were similar across age groups and had the same types of instilled emotions
about specific colors.
Kotler (1973) indicated that atmospherics such as noises, sizes, shapes, scents and colors could help
create attention, convey messages, and create feelings that might increase purchase probability.
Although, color is related to feelings about retail environment, it also affects distraction and influences
anxiety. (Singh, 2006)
Colors and Gender
There are differences in the perception of colors between genders. From this it can be deduced that
men are more tolerant of gray, white or black than women and that women react to the combinations
of red and blue more frequently, and get confused and distracted more than men.
Similarly as the science of colors illustrates that different color are combined to make new colors. Some
color combinations are of preference for adults for example combination of red and blue is preferred by
adults. These results suggest that there are gender differences in the perception of color.
Transformation of Color Meanings into Emotions
Different colors have different meanings and connotations attached to them for example purple is the
color for royalty and white is the color of purity. When colors are used in designing the visual identity of
a brand, the meanings of these colors translate in a way to the meaning of the brand itself, for example
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usually milk brands utilize white color to design their visual identities. The reasons for doing so may be
firstly the nature of the product I.e. milk is white in color so white in the visual identity aids that and
secondly the literal meaning of the color i.e. purity and cleanliness. This meaning translates into an
advantage and benefit for the brand because milk is meant to be pure and clean.
Usually zodiac signs are used in conjoint with the planets of the solar system. The reason for this is that
each sign of the Zodiac has its planetary ruler and unique characteristics emanating from that planet.
Each sign radiates its own hues and color. The spectrum of colors with each of the signs of the Zodiac
signifies psychological, spiritual, and physical energies special to that sign. Below is a detailed
explanation of some colors and their meanings:
Color Description Celestial Zodiac Healing Mantra
Red
Think fire and blood - Red rushes to
us with messages of passion, primal
urges, action, pleasure, vibrancy,
radiance, and love.
Mars Aries
Boosts energy,
protection,
enhances libido
I am ignited
Orange
A nice subdued blend between the
aggressive red and the high-pitch of
yellow - Orange is about harmony,
aspiration, sociability, contentment,
and intelligence
Mercury Gemini
Aids decision
making, enhances
cheer , confidence
and assurance
I am satisfied
Yellow
Worshipped in the form of the sun -
Yellow is all about radiating
creativity, protection, intellect,
positivity and clarity.
Sun Leo
Helps vision,
enhances
confidence and
communication
I am centered
Green
The fresh start of spring brings
waves of Green and with it comes
attributes of youth, sentimentality,
nature, adventure, growth and
health.
Venus and EarthLibra and
Taurus
Promotes
compassion and
overall physical
health
I am accepted
Blue
Look to the sky for the meanings of
Blue - open spaces, freedom,
imagination, expansiveness,
inspiration, and sensitivity.
Jupiter Sagittarius
Heals the sense
organs, aids in
balance and self-
expression
I am expansive
Indigo
Similar to the attributes of blue, but
Indigo's energy runs very deep -
consider the unknown depths of
the sea along with emotion,
strength, fluidity, persuasiveness,
expressiveness, and pervasiveness.
Saturn and
Neptune
Capricorn and
Pisces
Provides clarity of
purpose, aids
spiritual healing
I am deep
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Violet
The hue of fragile flowers and
sleepy sunsets, Violet reminds us of
spirituality, communion, grandeur,
high-ideals, devotion, and peace
Uranus and
Moon
Aquarius and
Cancer
Enhances nurturing,
balances sensitivityI am revolutionary
Black
Black is required for all other colors
to have depth and variation of hue -
it's a forceful feature and
represents formality, dignity, force,
convention, stability, and zero-
tolerance.
Saturn and PlutoCapricorn and
Scorpio
Promotes stability
and protection,
heals
misunderstanding
I am endless
White
Contemplate the brilliance of a new
white snow and how it pulls a
blanket of peace over everything it
touches - White stands for peace,
cleansing, illumination, purity,
innocence and the highest kind of
understanding.
Mercury and
MoonVirgo
Promotes cleansing,
order and
establishes clarity
I am illumined
Color Usage – Significance
Color is an important consideration in a brand identity system. They have a significant impact on
people’s emotional state. In certain instances they tend to impact people’s ability to concentrate and
learn. They have a wide variety of specific mental associations. In fact, the effects are physiological,
psychological, and sociological. (Daye, 2006)
Colors also have a functional impact on readability, eye-strain, ability to attract attention, ability to be
seen at night, etc. For instance ‘Yellow’ is regarded as the most visible color amongst all.
It is advisable for a particular brand to ‘own’ some colors more commonly known as the corporate
colors. Such colors provide an additional recognition cue.
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BRAND TYPEFACES
Typeface is one another important factor of a brand corporate identity.
While choosing a typeface there are some fundamental decisions to be
made, is it to be serif, sans serif, script, condensed, bold, light, extended,
italic, capitals, lower case etc ( For more information refer to Typography
Glossary). Thousands of combinations of the above exist from which the
brand may have to choose and this thing should be kept in mind that
these choices say a lot about the brand itself.
Type can indicate the brands nationality, cultural roots and historical
period. Often type is used by consumer brands to reinforce origin either perceived or real. Type tells a
lot to the consumer and helps to position the brand in the sector. A
typeface can be used to align a brand to a sector or stand out from the
crowd for example Virgin’s use of the scripted V, visually reinforces the
brand’s differentiation from the traditional corporation. Similarly a
typeface can be adopted to signify belonging. In this case being
different is not an advantage. These choices are part of developing your
brand strategy and quickly connect you with the values of your
customers.
Typeface Classifications
In order to create a typographic layout the first and the foremost thing that should be considered is that
when to use a style type and when not use it. In order to do so it is imperative to study the different
classification of typefaces. Typefaces are classified by appearance and most fit into one or more
categories. In general, different type styles (bold, italic, bold italic) may be used with each type of
classification. Though there are hundreds of classifications, but some of the most important ones are as
follows: (Adobe Print Publishing Technical Guides, 2009).
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Black letter: The blackletter classification may also be referred to as the Old English, Text or Gothic. This
form gains its popularity due to its use throughout the era of scribes Christendom until
the end of World War II. Now they are primarily used as display types.
These type faces are very complex and ornate and may be difficult to read. Due to this
reason they are used for very special reasons such as advertisements, invitations, diplomas, certificates
or initial caps at the beginning of chapters or paragraphs.
Decorative and Display: They are sometimes referred to as the novelty or occasional. This classification
includes typefaces of unusual or unique designs that do not fit into any other
classification.
These types are most effective when used in larger sizes such as for headlines, titles and
display purposes (e.g., advertisements).
Sans Serif: Typefaces in this category are without serifs. These types have a very clean design and are
very legible for display, special emphasis and text. However, they should not be used for large bodies of
texts because large amount of text in sans serif can cause eye stress.
These are highly legible for display and text use, sans serifs generally fall into one of
four categories: Grotesque, Neo-Grotesque, Geometric and Humanist.
Script: Typefaces falling in this classification generally resemble handwriting, with styles ranging from
formal to whimsical. Some of the typefaces in the genre contain characters than are
connected.
These should never be used in all capital letters and as far as their uses are concerned,
they are used for greetings, announcements, invitations and advertisements.
Slab Serif: These are also known as the Square serif or Egyptian. One of the main differentiating factors
that differentiate slab serif is that they are not that legible as serif or sans serif.
Their strong, square finishing strokes are extremely useful for commanding readers’
attention and this is the main reason why they should be used for headings,
advertisements, captions and initial caps.
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Transitional: These typefaces have evolved from the ones used in the 16 th and the 17th century. These
typefaces are beautifully suited for text due to their precision and regularity.
The axis of the round characters is vertical or barely inclined, the contrast between
hairlines and main strokes is slightly pronounced, and serifs are thin, flat and bracketed.
Monospaced: All of the characters in a Monospaced typeface have the same width. Most typefaces
have proportionally-spaced characters, but Monospaced characters are often required
when setting text on forms, financial statements and other documents where exact
spacing is required.
Optical: Optical fonts include versions whose design has been optimized to appear best when printed at
Display, Subhead and Caption point sizes as well as when used at smaller text sizes. The
subtle difference adds a professional polish to any fine print piece.
Elements of a Brand Typeface Analysis
When analyzing a typeface for a brand, following are to be analyzed:
Serif: In typography, serifs are semi-structural details on the ends of some of the strokes that
make up letters and symbols. A typeface that has serifs is called a serif typeface (Wikipedia - The
free encyclopedia, 2010). A typeface without serifs is called sans-serif. The first thing that is to be
analyzed is that does a type face have any serif’s. If yes, what type of serif does it have? Serif
fonts can be broadly classified into four subgroups: old style, transitional, modern and slab serif.
X-heights: The x-height or corpus size refers to the distance between the baseline and the mean
line in a typeface. Typically, this is the height of the letter x in the font, as well as the u, v, w,
and z. However, in modern typography, the x-height is simply a design characteristic of the font.
Lowercase letters whose height is greater than the x-height either have descenders which
extend below the baseline, such as y, g, q, and p, or have ascenders which extend above the x-
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height, such as l, k, b, and d. The ratio of the x-height to the body height is one of the major
characteristics that define the appearance of a typeface. The height of the capital letters is
referred to as Cap height (Wikipedia - The free encyclopedia, 2010).
Width: A characteristic of a typeface determined by the width of its characters in proportion to
their height. Typeface width is generally categorized as condensed, normal, and expanded, with
varying levels of condensation and expansion. The terms that denote width are not
standardized and there is no precise formula for determining the width classification of a
typeface. Classifications include:
Condensed/Compressed Expanded/Extended
Compact Wilde
Semi Condensed Semi Expanded
Condensed Expanded
Extra Condensed Extra Expanded
Ultra Condensed Ultra Expanded
Structure: It is defined as the fundamental skeletal form of a character, excluding details such as
serifs, curve stress, and line weight. In some scenarios the term structure is applied to different
classifications of type styles, such as black letter, sans serif, and others.
Good contrast and Conflicting Typefaces: It is essential in choosing a typeface that it matches
the overall appeal of the logo or the visual identity. In short every aspect should match the other
one so that a synergy is created and a uniform image is displayed. Mismatching typefaces should
be avoided as they portray a confused and conflicting image with the overall theme.
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Weight: A characteristic of a typeface determined by the thickness of the strokes that make up
its characters. The terms that denote weight are not standardized and there is no precise
formula to determine the weight classification of a typeface. Individual type designers and
manufacturers generally determine the weight designation for each typeface. Weight
classifications include:
Thin Roman
Bold Semi Bold Ultra Bold
Extra Bold
Extra Light Light Medium
Heavy
Book Regular Black
Ultra Black
Typeface and the Audience: While selecting a typeface for the target audience this thing should
be strictly kept in mind that the type should match the audience and should be in contrast with
it for example when targeting a mature audience using a funky type face may not be a good
idea, whereas it is meant for younger ones.
Typeface Classification: It is imperative to look at the typeface classification as the importance
of using the right thing in the right medium cannot be ignored. Every typeface is intended to be
used in a specific location and medium.
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BRAND – Ariel
Brand Name Analysis
The brand name, ‘Ariel’, gets its name from Hebrew language and means, the Lion of God.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Can be referred with
respect to power
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Borrowed Interest name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
RedEnergy, strength, power,
determination and protection.
BlueTrust, loyalty, confidence and
precision.
GreenYouth, sentimentality, nature,
emotional correspondence with safety
and health.
WhiteCleansing, illumination, purity,
innocence, and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold Italic
X-Height/ Cap Height Normal
Width Semi Condensed
Weight Semi Bold, Heavy
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Compatible
Brand Personality Statement Aaker’s Personality Traits
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BRAND – Capstan
Brand Name Analysis
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product No reference to product
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Borrowed Interest name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically unfit
Brand Color Analysis
Colors Used Trait/Emotions
CrimsonFiery, Fierce, Competitive, Power.
WhiteIllumination and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Optical
Type Style Bold
X-Height/ Cap Height Normal
Width Normal
Weight Semi Bold, Heavy
Contrast Low contrast
Serif/Sans Serif Sans Serif
Audience Compatibility
Moderately Compatible
Brand Personality Statement
Capstan is a 25 year old, reliable and a hardworking man. He is a technically oriented person who believes in leading so that other can rely on it. Confidence is one another trait that makes him a winner.He is a ambitious, courageous, dominant, strong willed, positive, independent male. Dominance of his personality can be judged by his commanding nature, bearing loyalty from his subordinates. He knows the tricks of the trade and knows how to get things done using all his energy, creativeness and resolution to get it.
Aaker’s Personality Traits
Core Dimension Facets Traits
ExcitementDaring Daring
Spirited SpiritedImaginative Unique
CompetenceReliable Hard Working
Intelligent TechnicalSuccessful Leader
Ruggedness Outdoorsy MasculineTough Rugged
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BRAND – Coca Cola
Brand Personality Statement
Coca Cola is a 20 year old female bearing a pleasant personality. She is family oriented, genuine, and modern in her own way. She is athletic and outdoorsy and loves to hangout make friends. She is the flavor of every gathering and she is expected to be present at every gathering so that she keeps the environment up and running. A spirited female with a deep insight towards life and knows how to keep things going. She adapts to all kinds of gatherings very quickly due to the flexibility of her nature.
Aaker’s Personality Traits
Core Dimension Facets Traits
SincerityDown-to-earth Family
OrientedHonest Sincere
Cheerful OriginalWholesome Friendly
ExcitementSpirited Young
Imaginative UniqueUp-to-date Contemporary
Brand Name Analysis
The brand name, ‘Coca Cola’ gets its name from the combination of two words which are its ingredients too i.e.
Cocoa Leaves and Kola Nuts.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Descriptive Name
Cocoa Leaves & Kola Nuts
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
RedEnergy, strength, power,
determination, passion, primal urges, action, pleasure, enthusiasm, joie de
vivre, and love.
WhiteCleansing, illumination, purity,
innocence, and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Script
Type Style Bold Italic
X-Height/ Cap Height Normal
Width Semi Condensed
Weight Semi Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
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BRAND – Colgate
Brand Name Analysis
The brand name, ‘Ariel’, gets its name from its founder William
Colgate.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Indirect Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
(William Colgate)
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
RedEnergy, strength, power,
determination, passion, action, and love.
WhiteCleansing, illumination, purity,
innocence, and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold Italic
X-Height/ Cap Height Very High
Width Semi Expanded
Weight Extra Bold, Heavy
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement Aaker’s Personality Traits
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BRAND – Gillette
Brand Name Analysis
The brand name, ‘Gillette’, gets its name from its owner King
Camp Gillette.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
(King Camp Gillette)
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and
stability
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold Italic
X-Height/ Cap Height Normal
Width Normal
Weight Extra Bold, Heavy
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement Aaker’s Personality Traits
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BRAND – John Players Gold Leaf
Brand Name Analysis
The brand name, ‘JPGL’, gets its name from its founder John
Player.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Indirect Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
(John Player)
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
RedEnergy, strength, power,
determination, passion, action, and adventure.
BlueKnowledge, power, integrity, and
seriousness, open space, freedom, inspiration.
WhitePerfection, safety, successful
beginning, simplicity.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold
X-Height/ Cap Height High
Width Extra Expanded
Weight Extra Bold, Heavy
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality StatementJPGL is a 35 year old male who believes life is there to be experienced;
his pioneering spirit means that he will always be looking to stretch
himself and his horizons. JPGL believes that its not about being strong;
it is how you choose to use that strength. He believes that good things
in life belong to everyone who is willing to make an effort. You can
achieve great things, especially if you all pull together. JPGL handles
change capably and appreciates it for offering opportunities for new
experiences and learning’s that enriches him as a person. He values his
130 years of learning. Ultimately he believes that you are the sum of
your experiences. JPGL can adapt to most places. He appreciates their
differences for their learning values. He loves big open spaces for their
sense of potential. He prefers to share these with his friends.
Aaker’s Personality Traits
Core Dimension Facets Traits
ExcitementDaring Exciting
Spirited SpiritedUp-to-date IndependentImaginative Unique
CompetenceReliable Hardworking
Intelligent IntelligentSuccessful Leader,
ConfidentSincerity Honest Sincere, Real
RuggednessOutdoorsy Masculine
Tough Rugged
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BRAND – Lipton
Brand Name Analysis
The brand name, ‘Lipton’, gets its name from its founder owner
Sir Thomas Lipton.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Indirect Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
(Sir Thomas Lipton)
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
RedEnergy, strength, power,
determination, passion, action, and adventure.
YellowProtection, intellect, positivity and
clarity, joy, happiness, energy, fresh.
WhitePerfection, safety, successful beginning, simplicity, purity.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Transitional
Type Style Bold
X-Height/ Cap Height Moderate
Width Expanded
Weight Light Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Thin, flat, bracketed Serifs
Audience Compatibility
Highly Compatible
Brand Personality Statement Aaker’s Personality Traits
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BRAND – Lux
Brand Name Analysis
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Invented Name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
Black Formality, dignity, force, convention, stability, protection, elegance and
prestige.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Optical
Type Style Bold
X-Height/ Cap Height Moderate
Width Ultra Expanded
Weight Light Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement Aaker’s Personality Traits
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BRAND – Mobilink
Brand Name Analysis
The brand name, ‘Mobilink’, gets its name from which is a combination of two words ‘Mobi’ (Mobile) and ‘link’ (linking
people. It signifies the need of connecting people.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Invented Name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
Black Formality, dignity, force, convention, stability, protection, elegance and
prestige.
PurpleRoyalty, wisdom, creativity, wealth, royalty, enlightenment, arrogance,
flamboyance, gaudiness, pride.
Grey/SilverElegance, humility, respect, reverence, stability, subtlety, wisdom, urban, strong emotions, balance, formality
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold Italic
X-Height/ Cap Height High
Width Extra Expanded
Weight Ultra Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement
He is stylish and sophisticated and reflects a unique classy look. He’s chic yet reliable. He’s a responsible individual and a loyal friend. He’s unique and original and completely understands your needs. He’s intellectual and has an objective approach towards everything. He lets his mind rule, rather than letting the heart take over.He’s rational and inspirational. He’s innovative and confident. He has a unique style of doing everything that marches to the beat of his own drum. He loves to be there for people who really need him.
Aaker’s Personality Traits
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BRAND – Nestle Fruit Juices
Brand Name Analysis
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
(Henri Nestlé)
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and
stability.
WhitePerfection, safety, successful beginning, simplicity, purity.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold
X-Height/ Cap Height Moderately High
Width Normal
Weight Extra Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement
Determination and will power are the defining
characteristics of Nestle Fruit Juices. A young, vibrant,
hardworking male, ages almost 23 years. He bears a
social personality and likes interacting. Working out
everyday enables his fitness. He enjoys life to the fullest
and believes being fit is being right. He has a very deep
insight into life and likes experiencing life in all of its
flavors and to the fullest.
Aaker’s Personality Traits
Core Dimension Facets TraitsSincerity Wholesome Original
Cheerful FriendlyExcitement Spirited Cool, Young
Up-to-date ContemporaryCompetence Intelligent Intelligent
Successful ConfidentRuggedness Outdoorsy Masculine
Tough Rugged
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BRAND – Nestle Pure Life
Brand Name Analysis
The brand name, Nestle Pure Life, gets the first part of its name from the owner and the second part describing a benefit, Pure Life.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name & Descriptive Name - Henri Nestlé
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and
stability.
White Perfection, safety, successful beginning, simplicity, purity.
PinkRomance, love, and friendship. It
denotes feminine qualities.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold
X-Height/ Cap Height Moderately High
Width Normal
Weight Extra Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement
Pure Life is a married female with 2 kids. She is a very
responsible mother who makes every effort to take the
best care possible of her kids and family. Culture is
deeply embedded in her and she sticks to her family
traditions. Healthy living is one of the most valued things
by her and she makes all possible efforts for the
betterment of the society as a whole. To an extent she is
an authoritarian and bears a commanding personality.
She is emotional and very touchy.
Aaker’s Personality Traits
Core Dimension Facets Traits
SincerityDown-to-earth Family Oriented
Honest SincereCheerful Original
ExcitementSpirited Young
Imaginative UniqueUp-to-date Contemporary
SophisticationUpper Class Good lookingCharming Feminine
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BRAND – Surf Excel
Brand Name Analysis
The brand name, ‘Surf Excel’, gets its name from two words Surf
(generic name for detergent powder) and Excel (to be the best).
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Descriptive name - Surf & Excel
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and
stability.
Orange Joy, enthusiasm, fascination, happiness, creativity, determination,
attraction, success, strength, endurance, encouragement, and
stimulation.
PinkRomance, love, and friendship. It
denotes feminine qualities.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold
X-Height/ Cap Height Moderate
Width Normal
Weight Extra Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement
Surf Excel is a 30 year old working mother with two children. She is fully aware of her priorities. She strives to get the best for her kids and family and this portrays the nurturing aspect of her personality. She is a hard worker and knows how to strike the work life and personal life balance. She is persistent and determined to succeed in whichever endeavors she pursues. She is very caring and wants to get the best out of everything for her children.
Aaker’s Personality Traits
Core Dimension Facets Traits
SincerityDown-to-earth Family Oriented
Honest SincereWholesome Friendly
ExcitementSpirited Young
Imaginative UniqueUp-to-date Contemporary
CompetenceReliable Hard Working
Intelligent IntelligentSuccessful Confident
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BRAND – Tapal
Brand Name Analysis
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
Red
Energy, strength, power, determination, passion, action, and
adventure.
White Perfection, safety, successful beginning, simplicity, purity.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Optical
Type Style Bold
X-Height/ Cap Height Moderate
Width Normal
Weight Ultra Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement Aaker’s Personality Traits
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BRAND – Telenor
Brand Name Analysis
The brand Telenor gets its name from the combination of two words i.e. ‘Tele’ communicating the nature of the brand and ‘Nor’ communicating the origin i.e. Norway.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Easy
Type of Brand Name Geographically Anchored & Descriptive Name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
Blue
Aids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and
stability.
Black Formality, dignity, force, convention, stability, protection, elegance and
prestige.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Regular
X-Height/ Cap Height Moderately High
Width Normal
Weight Normal
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement Aaker’s Personality Traits
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