COOL Marketing

The visual brand identity or corporate design can be explained as “the graphic components that all together provide a system for identifying and representing a brand. The basic elements of a brand’s visual identity might comprise; Logo, Symbols, Colors, Typography. Elements of the visual brand identity The logo is the major part of the visual brand identity, nevertheless other elements are fundamental in the corporate visual design. The logo A graphical mark used to identify a company, organization, product or brand. Logos can be displayed along side - or in lieu of - a company's name in order to generate awareness of the company's association with a particular product or service. The particular graphic used may be a stylized version of the company lettering (such as a wordmark) or abstract (such as a shape unrelated to the company lettering). Investopedia   http://www.investopedia.com/terms/l/logo.asp#ixzz3mf7fOjzW   According to Egan (2007, p.83)

Brand Identity A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand, (name, logo, tone, tagline, style) are created by the business in an attempt to reflect the value the company is trying to bring to the market and to appeal to the customers in the market where the company sells its goods. Brand identity is separate from brand image. http://www.investopedia.com/terms/b/brand-identity.asp#ixzz3m5ZSTeO1 Brand Image Brand image is the current view of the customers about a brand, it is a set of beliefs held about a specific brand and the manner in which it is positioned in the market.  In short, it is nothing but the consumers’ perception about the product and the overall impression in them mind that is formed from all sources. Brand image conveys emotional value and not just a mental image. Consumers develop various associations with the brand. Based on these associations, they form brand image. It signifies what

Integrated marketing communication (IMC) Integrated marketing communication (IMC)  is the concept and process of strategically managing audience-focused, channel-centered and result-driven brand communication over time. (Arens W. 2013. Contemporary Advertising & Integrated Marketing Communications p.10) Integrated marketing communication (IMC)  is concerned with the development, coordination and implementation of an organization’s various strategies, resources and messages. (Fill C. 2009. Marketing Communications p.280) Integrated Marketing Communication (IMC)  is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customer prospects, employees and other relevant external and internal audience. (2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin) Integrated Marketing Communication (IMC)  is the application of consistent brand messaging across both tradi