品牌設計以易經，黃金比例，中藥為例

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(1)國立臺灣師範大學設計研究所碩士論文. Creation of Branding Design based on I-Ching, Sacred Geometry and Traditional Chinese Medicine 品牌設計以易經，黃金比例，中藥為例. 研究生：林詩涵 Adriana Shih Han Lin 指導教授：梁桂嘉中華民國一百一年七月.

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(3) Eu dedico esta tese a toda a minha família, meus pais que me apoiaram e me ajudaram na minha decisão de esttudar em outro país, meus irmãos e meu genro que me ajudaram comprar qualquer coisa do Brasil sempre quando batia uma saudade, aos meus tios na qual estou morando junto que me proveram o comforto e todo o apoio possível. Também agradeço em especial ao Prof. Liang, Prof. Tang, Prof. Ping, Prof. Victor e a Sra. Yeh que me ajudaram em qualquer dificuldade e trouxeram novos conhecimentos a respeito de design, abrindo os horizontes e dando uma total diferente perspectiva a respeito. A todos, amigos, professores e família, obrigada..

(4) ABSTRACT The proposal of this thesis is to create a brand using Chinese elements and style but still visually acceptable to western standards. As technology has progressed and reached globalization, design itself is in a constant mutation to blend and find new innovative ways of communication and expression. The brand created in this thesis still have elements of the West as it also researched which Chinese style is more suitable for the western view so it’ll be more easily absorbed to the USA consumers. To fulfill this goal, there were studies over Sacred Geometry, I-ching, Brand and Branding, Chinese philosophy, etc. The brand created had the intention to revitalize a millennia knowledge; a Chinese Herbalism, which is part of Traditional Chinese Medicine, and to popularize this concept to the USA consumers by drawing a parallel between Chinese Herbalism and Nutraceutics. The result of all is the brand named as “ShinHerbe”, using the arabesques of Ming Dynasty and Yin-Yang as inspiration, line of products based on the Wu-Xing ( five elements) of the I-ching inside the Traditional Chinese Medicine, but it was also developed for the ecologically sustainable. 本論文的建議是要創建新的品牌，利用中國的元素和風格，但是仍能迎合西方的標準和品味。隨著科技的發展，國家之間的距離逐漸下降，設計本身也不斷融合，找到新的創新方式、溝通和表達的突變。這個品牌有些許中國的風格，並且以堅定不移的中國文化影響國際。然而，透過了研究與探討，這個品牌使用了西方的元素，使中國風格更適合西方的觀點，因此它會更容易吸引到美國的消費者。為了實現融合中國風格與西方標準的理想目標，研究了黄金分割、易經、神聖的幾何、品牌和品牌管理、中國哲學等等。希望創建此品牌以振興「中藥」這流傳千年的知識，並且向美國消費者推廣這個概念。另外，也將中國草藥和Nutraceutics做了比較。並且研究創建品牌的過程，使品牌能夠獨特、連貫、具有現代風格。最後的結果是. 一個命名. 為“ShinHerbe”的品牌。以明代的蔓藤花紋和陰陽為靈感，以中藥五行延伸產品線，創造適合整體風格的產品，同時也關注了生態的永續發展和綠色的未來。』 Keywords: Branding, Brand, Sacred Geometry, I-ching, Chinese Herbalism, Nutraceutics. 關鍵字: 品牌設計, 品牌, 黃金比例, 易經, 中藥為例. 3.

(5) TABLE OF CONTENTS. CHAPTER 1: INTRODUCTION...........................................................................................................p. 12 CHAPTER 2: METHODOLOGY............................................................................................................p. 15. 2.1 What is Brand and Branding.......................................................................................p. 16. . 2.1.1 Phase 1 - Conducting Research........................................................................p. 20. . 2.1.2 Phase 2 - Clarifying Strategy.............................................................................p. 24. . 2.1.3 Phase 3 - Designing Identity.............................................................................p. 26. . 2.1.4 Phase 4 - Creating Touchpoints.......................................................................p. 30. . 2.1.5 Phase 5 - Managing Assets.................................................................................p. 34. 2.2 Build an Unique Brand..................................................................................................p. 35. 2.3 Sacred Geometry and I-Ching.....................................................................................p. 46. 2.4 Traditional Chinese medicine, Chinese herbalism and nutraceutic.....................p. 54. CHAPTER 3: CASE ANALYSIS...............................................................................................................p. 61. 3.1 Phase 1 - Conducting Research....................................................................................p. 62. 3.2 Phase 2 - Clarifying Strategy.........................................................................................p. 73. 3.3 Phase 3 - Designing Identity.........................................................................................p. 74. 3.4 Phase 4 - Creating Touchpoints....................................................................................p. 75. 4.

(6) CHAPTER 4: FINAL CREATIONS.........................................................................................................p. 79. 4 Branding..............................................................................................................................p. 80. . 4.1 Phase 1 - Conducting Research...........................................................................p. 80. . 4.2 Phase 2 - Clarifying Strategy............................................................................. p. 107. . 4.3 Phase 3 - Designing Identity............................................................................. p. 108. . 4.4 Phase 4 - Creating Touchpoints........................................................................ p. 119. . 4.5 Phase 5 - Managing Assets................................................................................. p. 130. CHAPTER 5: CONCLUSION................................................................................................................ p. 138 CHAPTER 6: REFERENCES................................................................................................................... p. 142. 5.

(7) LIST OF TABLES. Table 1 Comparison between product and brand......................................................................................... p. 16 Table 2 BAV chart . ...........................................................................................................................................p. 37 Table 3 Brand Ideas ..........................................................................................................................................p. 45 Table 4 Eight Pa-gua ........................................................................................................................................p. 47 Table 5 Theon’s Demonstration .......................................................................................................................p. 48 Table 6 Fibonacci Number ...............................................................................................................................p. 50 Table 7A Five Elements . ..................................................................................................................................p. 52 Table 7B Five Elements ....................................................................................................................................p. 57 Table 8 Global Cosmetic Market . ...................................................................................................................p. 63 Table 9 Brazil - indicator of the volume of retail sales by groups of activity PMC – 2010 ....................p. 63 Table 10 Evolution of the Economic Classes ..................................................................................................p. 64 Table 11 Share of Social Classes in Gross National Product . .....................................................................p. 65 Table 12 Female surplus in millions................................................................................................................p. 65 Table 13 Fertility rate (sons per woman)....................................................................................................... p. 65 Table 14. Total and percentage number of population over 65................................................................... p. 66 Table 15 Population Average Age.................................................................................................................... p. 66 Table 16 Nutricosmetic is tiny in comparison to other personal care markets.......................................... p. 66 Table 17 Nutricosmetic is significantly growing faster .................................................................................p. 67 Table 18 Ranking:10 leading risk factor causes of death by income group, 2004 . ..................................p. 97 Table 19 Key Health Concerns ........................................................................................................................p. 84 Table 20 Life Expectancy in US ......................................................................................................................p. 84 Table 21 Consumer Awareness of Nutraceutical, World, 2010 .................................................................p. 85 Table 22 Global Nutraceutical Market ..........................................................................................................p. 86. 6.

(8) Table 23 Nutraceutical Market in USA. Market size 50,4 billion . ...........................................................p.86 Table 24 Factors influencing purchase of nutraceuticals in the United States.......................................... p. 87 Table 25 Key Health Concern in US . ............................................................................................................p. 87 Table 26 Nutraceutical penetration rate: age-wise US................................................................................ p. 88 Table 27 Strategic Market in USA .................................................................................................................p. 88 Table 28 Survey 1 ..............................................................................................................................................p. 89 Table 29 Survey 2 ..............................................................................................................................................p. 89 Table 30 Survey 3 ..............................................................................................................................................p. 90 Table 31 Survey 4.............................................................................................................................................. p. 90 Table 32 Survey 5 ..............................................................................................................................................p. 90 Table 33 Survey 6 ..............................................................................................................................................p. 91 Table 34 Survey 7 ..............................................................................................................................................p. 91 Table 35 Survey 8 ..............................................................................................................................................p. 92 Table 36 Survey 9 ..............................................................................................................................................p. 92 Table 37 Survey 10 . ..........................................................................................................................................p. 93 Table 38 Survey 11 . ..........................................................................................................................................p. 93 Table 39 Survey 12 . ..........................................................................................................................................p. 94 Table 40 Survey 13............................................................................................................................................ p. 94 Table 41 Survey 14 . ..........................................................................................................................................p. 95 Table 42 Survey 15 . ..........................................................................................................................................p. 95 Table 43 Survey 16............................................................................................................................................p. 96 Table 44 Survey 17 ...........................................................................................................................................p. 96. 7.

(9) LIST OF PICTURES Picture 1 Narrowing the focus.........................................................................................................................p. 24 Picture 2 Brand Brief.........................................................................................................................................p. 25 Picture 3 Process of Consumption.....................................................................................................................p. 40 Picture 4 Memory factors...................................................................................................................................p. 41 Picture 5 Learning Hierarchy...........................................................................................................................p. 41 Picture 6 Theon’s Demonstration.....................................................................................................................p. 48 Picture 7 Another graphical representation of Theon’s Demonstration......................................................p. 49 Picture 8 Principle of Alternation....................................................................................................................p. 49 Picture 9 Spiral of Life.......................................................................................................................................p. 50 Picture 10 Golden Spiral...................................................................................................................................p. 50 Picture 11 Pentagon...........................................................................................................................................p. 51 Picture 12 Five Sacred Volumes........................................................................................................................p. 53 Picture 13 Beauty-in products..........................................................................................................................p. 67 Picture 14 Twist cap’s instructions...................................................................................................................p. 68 Picture 15 Examples of displays.......................................................................................................................p. 70 Picture 16 Imedeen.............................................................................................................................................p. 71 Picture 17 Nutricé..............................................................................................................................................p. 71 Picture 18 Nutryorac.........................................................................................................................................p. 71 Picture 19 Glowelle............................................................................................................................................p. 71 Picture 20 Fuwarinka........................................................................................................................................p. 72 Picture 21 Shiseido.............................................................................................................................................p. 72 Picture 22 Promotional pictures.......................................................................................................................p. 73 Picture 23 Beauty’in brandmark.....................................................................................................................p. 74 Picture 24 Example of Beauty’in color packages............................................................................................p. 74. 8.

(10) Picture 25 Beauty’in website.............................................................................................................................p. 75 Picture 26 Beauty’in product Design 1...........................................................................................................p. 76 Picture 27 Beauty’in product Design 2...........................................................................................................p. 77 Picture 28 Beauty’in ad banner.......................................................................................................................p. 77 Picture 29 Environment and Signage.............................................................................................................p. 78 Picture 30 Uniforms...........................................................................................................................................p. 78 Picture 31 Company’s value chart....................................................................................................................p. 82 Picture 32 Building Persona.......................................................................................................................... p. 100 Picture 33 Dr. Shen’s Herbal Medicine........................................................................................................ p. 101 Picture 34 Dr. Shen’s Chinese Medicine 2................................................................................................... p. 102 Picture 35 Dr. Shen logo................................................................................................................................. p. 103 Picture 36 Dr. Shen’s website - Chinese Herbal for Acne........................................................................... p. 103 Picture 37 Morlife logo................................................................................................................................... p. 105 Picture 38 Morlife’s products.......................................................................................................................... p. 105 Picture 39 Morlife’s products with different style........................................................................................ p. 105 Picture 40 Bioferme logo................................................................................................................................. p. 106 Picture 41 Bioferme’s products....................................................................................................................... p. 106 Picture 42 A diagram explaining about the function of elements with Chinese Medicine................... p. 108 Picture 43 The Yin-Yang symbol.................................................................................................................... p. 108 Picture 44 Variation of Yin-Yang. Japanese symbol of Spiral of life.......................................................... p. 108 Picture 45 The Tibetan symbol...................................................................................................................... p. 109 Picture 46 The same meaning of seed of universe but in Western ideography........................................ p. 109 Picture 47 Arabesques drawn on Ming dynasty’s Underglaze blue on porcelain pottery...................... p. 109 Picture 48 More studies about the monochrome drawings........................................................................ p. 110 Picture 49 Studies about the vines drawn as inspiration to the logo........................................................ p. 110. 9.

(11) Picture 50 Brandmark sketch 1..................................................................................................................... p. 111 Picture 51 Brandmark sketch 2..................................................................................................................... p. 111 Picture 52 Brandmark sketch 3..................................................................................................................... p. 111 Picture 53 Brandmark sketch 4..................................................................................................................... p. 111 Picture 54 Brandmark sketch 5..................................................................................................................... p. 111 Picture 55 This thesis’s brandmark chosen sketch........................................................................................ p. 112 Picture 56 Apple using the Fibonacci numbers as ratio for each circle that built the logotype.............. p. 112 Picture 57 BP (British Petroleum) symbol.................................................................................................. p. 113 Picture 58 Pepsi................................................................................................................................................ p. 113 Picture 59 Boticário........................................................................................................................................ p. 113 Picture 60 Brandmark and Sacred Geometry............................................................................................. p. 114 Picture 61 Brandmark and I-Ching ........................................................................................................... p. 114 Picture 62 Final result.................................................................................................................................... p. 114 Picture 63 First process of choosing logotype................................................................................................. p. 115 Picture 64 Second process, trial versions with the brandmark.................................................................. p. 115 Picture 65 ShinHerbe’s Signature................................................................................................................. p. 116 Picture 66 Color scheme from standard brandmark.................................................................................. p. 117 Picture 67 Solid Colors version....................................................................................................................... p.117 Picture 68 Negative/Positive version............................................................................................................ p. 117 Picture 69 Five elements version.................................................................................................................... p. 118 Picture 70 Example of ShinHerbe’s typography.......................................................................................... p. 118 Picture 71 Business Card - Front / Back...................................................................................................... p. 119 Picture 72 Letterhead..................................................................................................................................... p. 119 Picture 73 Envelope........................................................................................................................................ p. 119 Picture 74 Various types of Porcelain pottery from Ming’s dynasty.......................................................... p. 121. 10.

(12) Picture 75 Studying existing bottles that have innovative design and/or sustainable design.............. p. 121 Picture 76 Other examples............................................................................................................................. p. 122 Picture 77 Studying traditional Oriental Teapots...................................................................................... p. 122 Picture 78 Sketches of bottle........................................................................................................................... p. 123 Picture 79 Chosen sketch of bottle................................................................................................................. p. 124 Picture 80 Different angles of the 3D model of the bottle.......................................................................... p. 125 Picture 81 5 colors matching the Five Elements, frontal view.................................................................. p. 126 Picture 82 Infographic..................................................................................................................................... p. 127 Picture 83 The bottle with its components separated.................................................................................. p. 127 Picture 84 Advertisement............................................................................................................................... p. 128 Picture 85 Display........................................................................................................................................... p. 129 Picture 86 T-shirt............................................................................................................................................ p. 130 Picture 87 Shirt............................................................................................................................................... p. 130 Picture 88 Cap................................................................................................................................................. p. 130 Picture 89 ShinHerbe’s Corporate brand guidelines page 01 – 02.......................................................... p. 131 Picture 90 ShinHerbe’s Corporate brand guidelines page 03 – 04.......................................................... p. 132 Picture 91 ShinHerbe’s Corporate brand guidelines page 05 – 06.......................................................... p. 133 Picture 92 ShinHerbe’s Corporate brand guidelines page 07 – 08.......................................................... p. 134 Picture 93 ShinHerbe’s Corporate brand guidelines page 09 – 10.......................................................... p. 135 Picture 94 ShinHerbe’s Corporate brand guidelines page 11 – 12.......................................................... p. 136 Picture 95 ShinHerbe’s Corporate brand guidelines page 13 – 14.......................................................... p. 137. 11.

(13) CHAPTER 1: INTRODUCTION. 12.

(14) We live in a new era. Technology have helped mankind to break barriers of time and distance, easing the lifestyle of many; families, companies, government, the society in general. Comparing to decades ago, if anyone needed to find an specific information he would have to rely mostly on books, magazines, printed communication or TVs, nowadays through only a click of mouse makes possible to find essays from different kinds of library, in different countries. The Internet is no longer an unreliable place to inform yourself, there are many official databanks from government or corporations that can provide the knowledge you need. News keeps flashing through speed of light, the world itself is running faster and faster. And yet fortunately, there are still culture clashes. There is a constant exchange of cultural ideas between people from different parts of the world, however most still have a sense of patriotism to the country they live in. Each country has its own language, habits, philosophy and so on. Though even with the advance of technology, therefore, there are still some natural barriers when you encounter a culture completely different from your own. For this and many other reasons, the Chinese culture has still met some estrangement and wonder from the perspective of Western eyes. There are some aspects that has been ingrained in pop culture obviously, such as martial arts, Chinese letters, chinese new year, etc. However outside this spectrum, not even a small percentage of population inside America knows in great detail the Chinese Culture or at least has specialized in a aspect of the Chinese culture. It is undeniable the fact that such situation might end in the next few years though. China is becoming increasingly powerful in the world’s panorama, turning everyone’s eyes to the possible future potency financially speaking. China is also starting to develop their own ideas, stimulating education to the young generation and assembling the current ones, in hopes to export their own vision in the near future. The proposal of this thesis is to bring closer Elements of Chinese Culture to Western eyes. The chosen topic is branding, one concept that is rapidly gaining importance among consumers since. 13.

(15) nowadays a powerful brand dictates most choices of acquisition from all ages. The initial idea was to only use I-Ching as the Chinese Element in this design, however as researching further on, came to a conclusion that there are many obstacles to make it usable to design. First is the fact that I-Ching is a book of divination, while there are some concepts about yin-yang, duality and later on Five Elements incorporated in it, most resources can’t be graphically translated unless you have an I-Ching Master (and under at few decades of studies). Next, although there are information about Feng Shui (which is one of the branches from I-Ching), they are purely limited to Interior Design, unable to use it for Product Design or Graphic Design. Fortunately, the main goal of this thesis was to bring different styles; Western (Sacred Geometry) and Eastern (Chinese) into unison, therefore in the end diverse tools were used to bring such result. Sacred Geometry was the chosen Western style since it has many elements in common with Chinese philosophy and I-Ching. Chinese Herbalism was the topic chosen as this thesis’s brand merchandise considering that Chinese Herbalism is also a millennia knowledge, their healthy properties will benefit the world’s current main ailments; such as obesity, stress, hypertension, high cholesterol and much more. With a millennia culture like Chinese’s and its growing influence in the world, naturally, there is an interest knowing and using Chinese Art and style into Design. What may be the question is how to construct a design that will be accepted by western standards? That won’t have strong Chinese elements that would make the viewers being left out? How to use Chinese art without becoming a part of regionalism? This will be the proposal of this thesis and hopefully a chance to crumble one more limit once again.. 14.

(16) CHAPTER 2: METHODOLOGY. 15.

(17) 2.1: What is brand and Branding From the Longman Dictionary of Contemporary English, the definition of the word: Brand /brænd/ n 1 [ ( of ) ] a class of goods which is the product of a particular company or producer: What is your favorite brand of cigarettes? | The brand name of this soap is “Flower”. | This type of coffee is the brand leader. (=brand that is sold in the largest quantities) | (fig.) He has his own brand ( = special kind) of humor. 2 a mark made, esp. by burning, usu. To show the owner of something: These cattle have my brand on them. 3 lit a piece of burnt or burning wood 4 poet a sword A brand, inside the area of Design, is based on a simple, clearly defined idea, and yet, is built up of successive and connected concepts. A brand should not be complex, confusing, inconsistent, in a way that customers will comprehend it easily and will be able to connect emotionally with the brand. Once succeeded, the brand will be a collection of associations or feelings people have about a particular product, service or an organization, therefore a brand no longer limits itself with logo, their product and tangible objects, going so far to abstract motions that will be part of its core. In BrandSimple shows the comparison between product and brand (Adamson, 2006): Table 1. Comparison between product and brand Products. Brands. A product occupies functional territory. It does A brand exists in your head. It stands for something. something. A product is based on something tangible. It’s bigger, A brand is based on associations. It makes you feel faster, longer lasting. something. A product expands choice. “Where do you want to stop A brand simplifies choice. “Let’s go to Subway.” for lunch?” One product can be identical to another. “It comes with A brand differentiates. “I want the one with white earphones.” earbuds.”. Branding is the act itself in creating the brand, generate all those associations so it can have a differentiated meaning from other brand, to make it relevant to its consumers. Nowadays, brandings needs to align with the business strategy in a way the symbol of the brand will incorporate and complement the company, as well as how the company will approach their customers will define the brand.. 16.

(18) Inside the process of branding, there are many steps to create the brand and develop the brand identity, which are the key points that will define the brand, essentially the brand’s DNA. (Wheeler, 2009) Those steps are divided in Phases: Phase 1 – Conducting Research 1. Understanding the organization 2. Market Research 3. Usability 4. Marketing audit 5. Competitive audit 6. Language audit Phase 2 – Clarifying strategy 1. Narrowing the focus 2. Brand brief 3. Naming Phase 3 – Designing Identity 1. Logotype + signature 2. Color 3. Typography 4. Sound 5. Motion 6. Trial applications Phase 4 – Creating touchpoints 1. General overview and refining 2. Trademark process. 17.

(19) 3. Letterhead/business card/Collateral 4. Website / Favicons 5. Product design / Packaging 6. Advertising 7. Environments / Signage / Uniforms Phase 5 – Managing assets 1. Changing brand identity 2. Launching brand identity 3. Internal design teams + brand books + Standards and guidelines. 2.1.1 Phase 1 - Conducting Research 1. Understanding the organization The first priority is to understand the organization: its mission, vision, target markets, corporate culture, competitive advantage, strengths and weaknesses, marketing strategies and challenges for the future. Interview key stakeholders, individuals that comprehend inside out the company they work in, to understand the different facets and build one solid image. Another point that will aid in comprehending the organization is experiencing from a customer’s perspective, gaining insight from navigating their website, use their products, their customer service, etc.. 18.

(20) Requesting background materials to learn more about the company prior to those interviews. Comprehend:. Mission. Marketing research. Vision. Cultural assessments. Values statement. Employee surveys. Value proposition. CEO speeches. Organization chart. Press releases. Strategic planning document. News clipping. Business plans. History. Marketing plans. Domains. Annual reports. Intranet access. With those tools in mind, the goal is to have a solid idea of this company and to understand how the organization fits into the larger competitive environment.. 2. Market Research Market research is the gathering, evaluation and interpretation of data affecting customer preferences for products, services and brands. Research must be appropriately designed to elucidate the customer’s opinion and needs, shaping up the company’s views. It should be correctly conducted so it’ll not give misleading answers, receive the most accurate response and help developing the brand strategy. There are many ways to conduct a research, divided by Qualitative research and Quantitative research and Competitive intelligence. Qualitative research gathers an in-depth analysis of the consumer behavior; their perceptions, beliefs, feelings and motives. Mostly in involves what motivates them in making decision under a certain circumstances, therefore usually Quantitative research requires a more focused group to be searched. Some examples of Qualitative research: 19.

(21) Ethnography: Observes the consumer behavior in everyday life, either in a work or home environment. In Branding, it is necessary in this case attempt to extricate as many as information as possible. See which brand identity touch people, then assess which of those brands have the greatest potential to influence perceptions so later can be used to build your own. Also, by interacting with consumers, it allows to see people’s perception on the company and how it influences them. One-on-one interviews: Individual in-depth interviews with senior management, customers. Ideally, they should be conducted face-to-face, but may be conducted by phone. It is essential in this case, to make the one being interviewed as comfortable as possible. Extract information not only through the answers given, but the subtle nuances portrayed as well as their body language. Focus groups: A fast-paced group discussion about predetermined topics led by a moderator with carefully selected participants who share common characteristics. Focus groups are best used to uncover attitudes, perceptions, needs, prejudices and ways of using products. Mystery shopping: Trained mystery shoppers will anonymously visit the company’s buildings, stores and other locations, posing as their customers. By experiencing, those mystery shoppers will evaluate their shopping experience, professionalism, the customer service, courtesy, the overall satisfaction. Quantitative research is a broader scope to comprehend the overall view of the customer over the organization at hands. By interviewing a larger group of people, it is able to bring the statistic of the general population, modeling their opinion at large. Some examples of Quantitative research: Online surveys: With the advance of technology, it is easier to invite people to gather primary research data. Typically, potential respondents receive an e-mail inviting them to take a survey, with a link to the survey itself. Usability testing: By selecting the users carefully, designers and human-factor engineer will observe them using the designated products through a two-way mirror in a formal laboratory testing environment, analyzing the resulting response in depth.. 20.

(22) Product testing: Products will be tested in pre-prepared environments resembling houses or public locations to receive an efficient feedback. Try multiple scenarios involving any situation, opening a package with one hand or baby toys being chewed, product testing is critical to the longterm success of a brand. Eye tracking: Eye movement recorders uses a tracking eye movement, examining how an individual would trail their vision towards a package, a website, shelf displays among other things. Those devices show what captures the subject’s attention the most, in which order the elements of the picture should be diagrammed and the amount of time used to gaze on each. Segmentation: Organize and divide each customer by their designated affinity, lifestyle and tastes over particular products. Consumer segments are usually defined by demographic and psychographic information. Demographic are vital statistics such as age, gender, marital status, income, ethnicity, family size, education, occupation and housing. Psychographics refer to psychological attributes that defines an individual’s lifestyle and attitude. Syndicated data: Standardized data being regularly recorded and updated in databases companies. Market structure: Defines how a structure is defined and the degree of importance in each brand as well how they interact. Identifies “white space” or market opportunities where no brands are currently competing. Competitive intelligence: is the gathering of information from the company’s competitors. The data ranges from their foundation, their branding and also their stockholders. It is important in this case to see the similarities and differences, highlight which parts that makes your organization unique.. 21.

(23) 3. Usability Usability testing is a way for the Product designers, engineer and marketing teams to develop and refine new and already existing products. This method can be expanded when they reach the consumers, purchasing, delivery and customer service. By allowing some selected users to test the products, the product development teams can acquire instant feedback, observe the product’s strength and weakness, correct the mistakes. According to Designing Brand Identity there are many benefits of usability testing (Wheeler, 2009): Informs design solutions:. Creates satisfying (and even delightful) products. Eliminates design problems and frustrations. Creates a historical record of usability benchmarks for future releases. Development teams using usability methods are quicker to market. Put customer at center of process:. Increases customer satisfaction. Creates products that are useful and easy to use. Features are more likely to be those that users will use. Improves profitability:. Reduces development costs over the life of a product. Minimizes the cost of service and support calls. Increases sales and the probability of repeat sales. Minimizes risk and complaints. Nowadays, it is essential in any product, software, website etc, before launching to the market, make an Usability test or Interactive design to maximize the chances of success.. 22.

(24) 4. Marketing audit When repositioning an organization, revitalizing and redesigning an existing brand, it should also be considered all their previous marketing strategies. Analyze which was successful, which needs a repositioning and which needs to be discarded. Marketing audits should analyze all advertisements, communications and identity system, both existing and former ones that are out of circulation.. 5. Competitive audit In the same way there’s the need of a thorough analysis of your organization, a research over the competitors is also necessary. Examining all the brands, key messages, taglines, their share in the market and website. Furthermore, go as far to attain comprehension on how those competitors influence their consumers, posing as their customers to provide valuable insights. With this information, position the company in a way that can challenge the competitors and stand out from the eyes of their consumers. Positioning in a different point of view, find spaces that weren’t explored before, qualitative and quantitative research are good tools to bring forth a correct positioning of the company. As quoted by David Kendall, an audit is an opportunity to build a complete understanding of the business and establish a context for the branding solution.. 6. Language audit In a deeper in-depth analysis of the current brand, not many make a full appraisal about the language(writing and spoken) of its company. How the tone and look is positioned to the press and the consumer, if the graphic text elements follows the company’s philosophy and so on.. 23.

(25) 2.1.2 Phase 2 - Clarifying Strategy 1. Narrowing the focus After the Phase 1 is done, all the information gathered and ready to be used, it is needed to refine the data and begin (re)formulating the brand. Revise with the senior management and make sure if you still comprehend the core of the company. Vision Values Mission Value Proposition Culture Target Market Segments Stakeholder perception Services Products Infraestructure Marketing strategy. Understanding Competition. CoreValues Brand attributes. Differentiation. Central idea. Competitive advantage. Value Proposition. Unifying concept. Clarifying. Positioning. Brand Essence. Brand Strategy. Business category. Key messages. Big idea!. Voice and tone. Trends Pricing Distribution Research Environment Economics Sociopolitics Strengths/weakness Opportunities Threats. Picture 1. Narrowing the focus 2. Brand brief Once you gathered all necessary components, start writing down all main characteristics that will pave its brand developing. Best brand briefs are succinct and strategic, constantly dialoguing with the management of the company so it won’t trail off, a result of a collaborative process that will bring forth best brand attributes and positioning.. 24.

(26) Vision and mission Clearly state. Attributes. Key products or services. Identify characteristics of the brand. Target market Define. List. Key competitors. Big idea!. List three. Value proposition. Competitive advantage. Clearly state. Clearly state. Key stakeholders Prioritize this list. Picture 2. Brand Brief 3. Naming The process of naming is the result of a complex, creative and iterative process that also requires experience in linguistics, marketing, research and trademark law. Especially considering nowadays, with the concept of brand strengthening every day, most names are already copyrighted. Names should be judged to fit the positioning goals, the company’s values, performance among many other criterias. Inspiration can come from many insights, mixing Languages, meaning, fitting personality, inserting foreign languages, pop culture, Metaphors, Sounds, Analogies, Internet, etc.. 25.

(27) In Designing Brand Identity (Wheeler, 2009) there are some basic ideas to be addressed: - Brand names are valuable assets - When you are brainstorming, there are no stupid ideas - Always examine a name in context - Consider sound, cadence and ease of pronunciation - Be methodical in tracking name selections - Determine smartest searching techniques - Review all the criteria before you reject a name - Meaning and association are built over time. 2.1.3 Phase 3 - Designing Identity 1. Logotype and Signature A logotype is a word(s) in a determined font, which may be standard, modified or entirely redrawn. The logotype is usually tied with a symbol which will characterize the signature. Logotypes need to be not only distinctive, but durable and sustainable. Make sure that it goes according to all rules of visibility, comprehension and utility. The best design is the logotype’s letterform being able to fit with the symbol in harmony, in order to proper express the company’s in succinct and efficient manner. Explore all possible typefaces, san-serif, serif, italic as well as all weight, scales, different symbols and variations. Once the main signature is established in the market, explore all possible different versions of the signature without losing its language, fitting with each occasion and product.. 26.

(28) 2. Color Color creates emotion, triggers memory and gives sensation, can be used to express personality and accelerates differentiation. For each consumer, in midst of the visual perception, the brain will first register the shape, followed by its color and later the content. To choose a color correctly, there’s the need of full comprehension of color theory and its effects in psychology, how it’ll complement the brand to be rapidly perceived and differentiated. Families of color are developed to support a broad range of communication needs, building standards of the brand’s color palette. Several questions are built to aid in choosing the color that will fit the brand: Is the color distinctive? Is the color differentiated from that of competitors? Is the color appropriate to the type of business? Is the color aligned with brand strategy? What do you want the color to communicate? Does the color have positive connotations in the target markets? Does the color have positive or negative connotations in foreign markets? Is the color reminiscent of any other product or service? Will the color facilitate recognition and recall? Does the color work on white? Can you reverse the mark out of black and still maintain the original intention? What background colors are possible? How the color work on one-color application (fax or newspaper), is reflected on monitors (PC and mac) how do you adjust to the web? Have you looked at ink draws on coated and uncoated stock? Will the color system be flexible enough to allow for a range of dynamics applications? Does the color system support a consistency of the brand?. 27.

(29) Have you examined the benefits and disadvantages of: Using color to differentiate products? Using color to identify business lines? Using color to help users navigate decisions? Using color to categorize information?. 3. Typography One of the most important aspects in building a brand is also defining its typography. A unified and coherent company image is not possible without typography that has a unique personality and an inherent legibility. To choose the correct typography, it is required to have a vast knowledge of the variety of choices and be aware of the importance of the fonts that will align perfectly with the company’s image. Typefaces families should complement the signature, but does not necessarily need to replicate it. Build a standardized typeface family that also allows flexibility to be used for any occasion or graphic form (website, magazines, packages, etc). If it’s a multinational company, make sure that all languages have one matching style. If possible, also establish the paragraph, size and spacing required in their consumer products and communications. Make sure that the typefaces can convey feelings and their positioning, have a personality and reflect culture. Also ensure that it will stand out in comparison to competitors, are legible in black, white and color and is sustainable.. 4. Sound With the advance of communication, broadening the TV, internet, cinema and so on, it is also necessary, once the organization requires advertising in media, to create the unique sound complementing the brand. It is not limited with jingles or signals (such as Intel’s chip musical bleep) but now is broadening. 28.

(30) into a whole new scope. In vehicles, can have their trademark sound of motor, talking products, multimedia presentations, recorded messages from museums’ audio tours. Websites and games are increasingly being added to help navigation, fast food chain sets their type of music to appeal the customer and complement the mood instilled.. 5. Motion Nowadays, there’s no need to be limited by a static image that will symbolize your company, as some are beginning to add animated trademark. The majority still constitutes TV companies, movie studios and so on, but there’s a growth in other areas lately. An animation should complement the company’s vision and personality, bringing a brand to life.. 6. Trial applications Once established the brand, apply on certain materials to check the viability on those. A typical list would be business card, a home page, an advertisement, a brochure cover, a letterhead but there can be more innovations and expansions if better. By applying on existing materials, the client will be able to envision how to use his brand and the overall feeling, as well as comprehend the standard style and so on. Use mockups whenever possible, determine well the system of colors and typeface in each circumstance. Solicit feedback from varied opinions, from people working or not working on the design field. Always examine all possibilities, the best-case and worst-case scenarios. Envision if the durability of the brand in the future; five to ten years as estimate.. 29.

(31) 2.1.4 Phase 4 - Creating Touchpoints 1. General overview and refining In Phase 3, the brand identity and design concept is already solidified, Phase 4 will further refine these ideas. According to Designing Brand Identity, here are some essential items in a Creative brief (Wheeler, 2009): Application design essentials: Convey the brand personality Align with positioning strategy Create a point of view and a look and feel Make the design system work across all media Demonstrate understanding of the target customer Differentiate. Differentiate. Differentiate. Application design imperative: Seize every opportunity to manage perception Create a unified visual language Start thinking about launch strategy Create balance between consistency and flexibility Produce real applications before finalizing standards Work on the highest-visibility applications first Know when to identify outside experts for collaboration Use spreadsheets to keep track of numerous applications Never show any application without showing alignment with brand strategy Be obsessive about quality Gather notes during this phase for standards and guidelines. 30.

(32) 2. Trademark process If it was already secured in earlier stages that every product or idea established in the process of branding wasn’t already copyrighted, with the new brand identity that is distinctive and differentiated from its competitors, it is a valuable idea to legally protect it from possible copyright infringements. The logotype, symbol, typeface, color of palette, the branding brochure, sound, animation, everything can and should be registered with the federal government.. 3. Letterhead/business card/Collateral One of the most standards steps of complementing the brand design is by building the printed versions of it. The letterhead, although nowadays the majority ways of communication are used through e-mails and other tools from internet, the traditional letterhead still holds its formal value, as a credible poof of being in business. The business card is one of the most important items to be considered, allowing oneself to formally introduce himself and his company. It is a small and portable marketing tool, so it should be treated as such, review the type of color, style and font, as well as feel the texture of the paper along with its complement, coated on uncoated. The collateral are brochures placed in business establishments, to introduce the company to its consumers. Therefore, they should contain efficient and entertaining information to keep anyone’s interest to know more about the organization, helping ensuring that they won’t be disappointed with their choices of purchase.. 4. Website / Favicons As the internet is becoming an essential tool for everyday life and most people are increasingly looking for information stored on virtual space, it is natural that if the company needs to be connected. 31.

(33) and interact with its consumers, there’s the need to position to the world wide web. The ideal website should be constructing by melding an intelligent interactive design with web design. Not only should it be centered on the consumer’s view, avoiding confusion of links, establish well all the proper positions and focus to user’s view and navigating, eliminates all troubleshooting and update frequently but it also needs to shape in a way that it won’t be too heavy to upload this website, mixing well the html, xhtml and flash coding, therefore it won’t need a long wait of loading. There’s no need to be limited to the traditional presentation, there are many popular alternatives such as blog, social network and others. Favicons are miniaturized storefront signs that give brands an opportunity to attract attention and stand out from the crowd.. 5. Product design / Packaging The best products are built to be anatomically correct, able to facilitate anyone’s everyday life and fuse superior function, form and brand. As mentioned again, with the advance of technology and internet, if one product is designed correctly, it’ll be broadcasted between consumers and help spreading the popularity of the company, if it has its flaws, it won’t take too long to receive complains and negative results about it. As the world is taking a turn to focus in preserving the environment, there are new concerns to keep the material and the product eco-friendly. A good design is able to have a meaningful differentiation, represent well the company and fits its style, have a reliable, friendly service and support and be attractive enough for the consumer expect future products. The packages are brands that you trust enough to take into your home. More than a simple cover to protect the product, a package can transmit the quality, reliability and reliance to the consumer. Packaging design is a specialty that involves collaboration with industrial designers, packaging engineers and manufacturers. In a shelf containing numerous products from different brands, an attractive package may be the crucial point for the consumer’s decision.. 32.

(34) 6. Advertising All advertising, printed, showed, placed on internet banners or in TV commercials still exists to keep the brand alive. Advertisement is influence, information, persuasion, communication and dramatization. It is also an art and a science, determining new ways to create a relationship between the consumer and the product.. 7. Environments / Signage / Uniforms And lastly, the design concepts usually used outdoors. Environment as the name claim, is the design and ambience of a store, restaurant, any facility that fits with the brand identity. Architects, interior designers, graphic designers, mechanical engineers, lighting experts, structural, general contractors and subcontractors collaborate with the client development team to create a unique environments and compelling experiences. From the exterior architecture to stimulate immediate recognition, but also, once stepping inside, being surrounded by many elements that will assault your senses, specific music ambience, odor, color, texture, furniture and so on. The signage functions as identification, information and advertising. The bigger not necessarily will attract the most attention, it needs special strategy on location, height and interesting design to attract the eyes of onlookers. It may inform directions or purely advertising, but a good sign is the introduction for the clients to be absorbed by the sensations that the store will provide. A uniform can communicate, transmit the personality of the organization, simplifying customer transactions once they aid in rapidly identify the worker from its distinctive clothing. A uniform can also signal authority and identification, the best uniforms engender pride and are appropriate to the workplace and environment. The way an employee is dressed affects the way that the individual and his/her organization are perceived.. 33.

(35) 2.1.5 Phase 5 - Managing assets 1. Changing brand identity When there is the need to change a brand identity, when the business has expanded to other areas, or when the current brand identity is outdated. Introducing a new name and identity from an existing organization or to merged entities needs a special care, pointing which characteristics should remain and which ones should be revamped. Sometimes removing some timeless symbols, such as the Colonel Sanders from KFC, the customers will fail to recognize the company and will refuse to accept this new identity. Keep in consideration constant contact between the design team and senior management, to maintain the focus in changing this identity without losing the main core of the organization.. 2. Launching brand identity A launch represents a huge marketing opportunity. Preparations should be made beforehand, multimedia campaigns, company-wide meetings, road tours to a T-shirt for each employee. In nearly every launch, the most important audience is a company’s employees, requiring a comprehensive communications plan to absorb the new brand identity.. 3. Internal design teams + brand books + Standards and guidelines After the launch, make sure to put seminars to help the marketing team and other essential employees comprehend the brand identity. While divulgating the brand book (printed or pdf ), make sure to clarify all Standards and guidelines so the brand won’t fall astray in different hands.. 34.

(36) 2.2: Build an unique Brand In the last chapter there was the description in how to create a brand. However, as technology further advanced, there’s the increase of information bombarding around us, making the world work quicker, make us select the useful and useless information inside our brains every day. In this situation, it’s inevitable that every consumer will witness numerous and different brands in department stores, supermarkets, streets, etc. Wherever they go, there are many different brand identities using varied advertisements to attract their attention, but how a few selected ones succeeded in stand out from the crowd? What kind of processed thoughts and planning generated a successful brand? As mentioned before, a brand should be based in a simple and clearly defined idea. A brand should not be complex, confusing or mysterious in any way. Consumers use brands as shortcuts to make purchase decisions, therefore they need to be perfectly informed that the brand they selected is a correct choice. The brand should be also clearly aligned with its business strategy, making easier for the brand organization to effectively signal to consumers its differentiation over the competitors. Coherently manage the brand so it’ll make it authentic to everyone’s eyes, clear characteristics that will build the trust between the company and the consumer. Also, a brand needs to stand out by offering something authentically different from competitors (doesn’t have to necessarily show new features or benefits). The best brands are set apart from other brands on the same playing field by both communicating and delivering on different promises. It has to have a differentiated meaning to the consumer, but also this difference should be relevant to make them consider become part of their lives. Bring up solutions from existing problems from the everyday struggle, or bring a whole new experience that will unforgettable. Often the most old-fashioned element in marketing plans is the (implicit) definition of what a brand is. The classical idea of this was expressed as follows: S = P X D X AV. 35.

(37) Strong brand = product benefits x distinct identity x added values A brand marketing programme would thus be aimed at: - Communicating a distinctive product benefit or sets of benefits - Communicating a distinctive identity: name, logo, look, feel and personality - Communicating distinctive emotional brand values. However successful this formula used to be on the past, however, it became so overused that it numbed to many consumers as they also began to reject it. Therefore, there’s the need of a new thinking nowadays, as described in The brand innovation Manifesto ( John Grant, 2006): - A brand experience event - Thought leadership publishing - Customer training courses and seminars - The rich, searchable information on a website - The brand as author of new language/terms - User groups, communities and fan sites - The countdown to a launch or event - Rumors, gossip, word of mouth - Helplines, call centres - Viral e-mails and promotions. Society is busy, they are inundated by messages and there are too many brands for them to choose from. Capture their interest, make it easy for them to get the idea. The brand is a shortcut for a consumer’s decision to pick one product among plethora of others placed on the shelves. To become this shortcut, his stories and values should be ingrained inside people’s head, the stronger the message, the less the indecision to make them choose (or not) this brand. In the past, where the concept of brand wasn’t as established in everyone’s mind, all traditional brands slowly built their image through time, thus the origins of their name aren’t as important as the. 36.

(38) product they are selling. (for example Macintosh, inspired on a type of apple that the founder of this company liked) As the brands were slowly increasing and society began comprehending this concept, there’s the need of creating strategies that will quickly associate the brand to its product/service. In Brandsimple shows the progression of a brand, a BAV chart (BrandAsset Valuator) (Adamsom, 2006) Table 2. BAV chart. high. Leadership Niche Market/ Unfrealized Potential. Brand Strength (Differentiation & Relevance. Mature. New/Undefined. Eroded. Differentiation Relevance Esteem Knowledge. low. Brand Status (Esteem & Knowledge. high. Source: Young & Rubicam Brands’ BrandAsset ™ Valuator. 37.

(39) Each pillar has its brand dimension: 1. Differentiation – what makes your brand unique 2. Relevance – how appropriate this difference is to the audience you want to teach 3. Esteem – how well regarded your brand is in the marketplace 4. Knowledge – how well consumers know and understand your brand. As pointed in the graphic, once starting to create a brand identity, the strongest asset is differentiation. And to make the brand as unique as possible, they should narrow down in one sharp idea. Focus your audience to ensure that your brand idea is relevant to the right group. Sometimes, having a smaller audience is more profitable because it allows for greater operating efficiencies and greater margins. As an example; don’t try to sell a camera. Try selling a camera that has the special ability of creating photos in 3D. A lot of brands have started out with narrowly focused target markets and then have gone on to expand the base of customers. A lot of changes have taken place in the cultural and commercial worlds over the past years, there are 5 major changes taken place that have a great impact on brands and branding. Those are: 1- It’s about the individual: With the internet, it’s easier to attain information regarding anything, the trust placed in institutions are lower than in comparison to the past. Everyone has developed to be finely tuned credibility sensors, with the capacity in detecting a lie or an obscure facet of the company sooner or later. Make sure that the branding signals that you transmit meet consumers expectations by genuinely delivering on your business strategy and the brand idea you choose to deliver on is credible and authentic. 2- The world is moving faster: As mentioned before, with the advance of technology; information is arriving faster and faster and in shorter versions than before. Any person is forced to process and respond very quickly and usually, no one has the time to read detailed information regarding anything. There is tons of information surrounding the consumer, so take in consideration all of the new ways people are picking up those data and assess them relative to your business and brand. 38.

(40) strategies. Determine which branding signals will be most effective. 3- Consumers are in charge of how they consume marketing and media: Because the pace of life around us is speeding up, everyone needs to absorb all information at the shortest time. The media has been coping with this speed, all lengthy news is now chunked in short phrases, swift videos. Making the brand idea fixate on the consumer proves to be increasingly difficult, with the deficit of attention generated in this new style of life. Consumers are aware of all traditional marketing and they continuously prefer to reject it, since it’s not worthy to be absorbed. Consumers expect marketers to use technology to improve how to appeal to them, so the winners are the people behind branding that can creating a new media that capable in communicating messages in a way that best connects to consumers. 4- We are operating on a global scale: The distance between countries is shortening; we are becoming a global village. With this global scope, companies working internationally, arise new problems to be considered, if the brand should establish one standard or adapt country per country, if there’s the need to reach globally, where are the risks. An extra thought always save some future speculation; a consistent brand name may more easily allow for cross-country sharing of all types of branding signals, including packaging and signage. Nevertheless, it’s always important to check the prospective name of a new brand for cultural correctness. 5- The world is aging: Healthcare and science is lengthening the life time, there are a great decrease of birth rate, especially on metropolitan areas. As there are a growing percentage of people over 65, there’s the need for the marketing to move away from a youth oriented culture. Consider how these changes will affect the brand. As the branding is becoming increasingly centered on the consumer whim’s and choices, there’s the need to comprehend their personalities, attitudes and reasons to choose their product. The consumer generally is divided at first by segments of Age, Gender, Family Structure, Social Class and Income, Race and Ethnicity, Lifestyle and Geography. Each segment has an importance to. 39.

(41) be considered, each one play an important role for the consumer to decide his products and brands. There are four distinct types of consumption activities, as described in Consumer Behavior (Solomon, 2002): Consuming as experience: an emotional or aesthetic reaction to consumption objects. Consuming as integration: learning and manipulating consumption objects to express aspects of the self or society. For example, wearing shirts from your favorite soccer team. Consuming as classification: the activities that consumers engage in to communicate their association with objects, both to self and to others. Consuming as play: consumers use objects to participate in a mutual experience and merge their identities with that group. However, to reach the point of choosing to consume, as well as their reasons to maintaining their consumptions also depends of several factors: 1. The consumer’s attention must be directed to the appropriate model, who for reasons of attractiveness, competence, status or similarity it is desirable to emulate. 2. The consumer must remember what is said or done by the model. 3. The consumer must convert this information into action. 4. The consumer must be motivated to perform these actions. Picture 3 below depicts the order of these processes.. ATTENTION The consumer focuses on a model’s behavior.. RETENTION The consumer retains this behavior to memory.. PRODUCTION PROCESSES The consumer has the ability to perform the behavior.. MOTIVATION A situation arises wherein the behavior is useful to the consumer.. OBSERVATIONAL LEARNING The consumer acquires and performs the behavior earlier demonstrated by a model.. Picture 3. Process of Consumption. 40.

(42) For a brand to succeed, there’s also the memory factor, grinding the signature into the consumer’s minds: SENSORY MEMORY Temporary storage of sensory information Capacity: high Duration: Less than 1 second. (vision) or few. seconds (hearing). SHORT- TERM MEMORY Brief storage of information currently being used Capacity: Limited Duration: Less than. 20 seconds. ATTENTION Information that passes through an attention gate is transferred to short-term memory. LONG TERM MEMORY Relatively permanent storage of information Capacity: Unlimited Duration: Long or permanent. ELABORATIVE REHEARSAL Information subjected to elaborative rehearsal or deep processing (e.g., its meaning is considered) is transferred to long-term memory.. Picture 4. Memory factors This is also connected with each hierarchy of Effects once they are using a product or service. Standard Learning hierarchy: Beliefs. Affect. Behavior. ATTITUDE Based on cognitive information processing. Low-involvement Hierarchy: Beliefs. Behavior. Affect. ATTITUDE Based on behavioral learning processes. Behavior. Beliefs. ATTITUDE Based on hedonic consumption. Experiential Hierarchy: Affect. Picture 5. Learning Hierarchy. 41.

(43) The Standard Learning Hierarchy: A consumer approaches a product decision as a problemsolving process. First, he/she forms beliefs about a product by accumulating knowledge (beliefs) regarding relevant attributes. Next, the consumer evaluates these beliefs and forms a feeling about the product (affect). Finally, based on this evaluation, the consumer engages in a relevant behavior, buying the product or supporting a specific footbal team by wearing its t-shirt. With this careful choice the consumer may “bond” with the product over time and is not easily persuaded to experiment other brands. The standard learning hierarchy assumes that a consumer is highly involved in making a purchase decision. The person is motivated to seek out a lot of information, carefully weigh alternatives and come to a thoughtful decision. The low-Involvement Hierarchy: The consumer does not initially have a strong preference for one brand over another, but instead acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. The attitude is likely to come about through behavioral learning in which the consumer’s choice is reinforced by good or bad experiences with the product after the purchase (or in whilst of the product searching). To catch the interest from those type of consumers causes for many marketing researchers and management enter in a tight situation; devising many different strategies and new ways to catch their eyes, stimulating and enticing the consumer to buy it. The Experiential Hierarchy: It is already confirmed for many the importance of emotional response that will connect the consumer to the product/brand. The mood of one person when exposed to a marketing message influences how the ad is processed, so it’ll determine the likelihood in how this information presented will be remembered and how the person will feel about the advertised item and related products in the future. It’s in this moment that the brand enters in the consumer’s mind. A successful brand is the one who can bring positive emotions to the consumer and will continuously remind him/her about their existence through their attributes, the package design, advertisement, product service and etc.. 42.