Visuelle Markenkraft: Mit Den Richtigen Signalen Die Markenattraktivitat Steigern Hardcover

Andreas Hofmann

This book makes it clear that visual brand management must start earlier, more holistically and consistently in product and brand design if a clear, attractive and distinctive brand profile is sought. Because even the smallest visual cues are processed by our psyche and given a positive or negative meaning. This does not start with advertising, but already with the brand logo or with product packaging and its design. The book uses striking examples to show that effective emotional brand profiling will not succeed if the brand signals that are not optimally matched and consistent are communicated, thereby addressing fundamental questions of communication design and modern brand management. How can colors shapes, textures or structures that support and emphasize the special features and strengths of a product or a brand? How can these elements help you to "get to the point" faster, shape images, sharpen brand profiles, and implement strategies consistently and in a tangible way? A must for all those responsible for brands, especially those with a narrow advertising budget. From the content how visual signals workthe "big four" the four central visual perception dimensionsintended brand images with the right image cues convey applications in marketing practice (launch, relaunch, line extension) observations, questions and learnings from brand management practiceadded value through the application of " big four "system comments on the book "we are continuously working on the optimization of the visual profiling of our brands. The systematic brand cue management of ah-markenberatung is an indispensable tool - with concrete and comprehensible recommendations. Specifically in the development of new concepts and new products we provide important information early on to avoid errors in addressing and the codes of the individual target and age groups. "paul k. Korn, managing director lichtenauer mineralquellen gmbh "with the brand cue management system from ah markenberatung, we finally got a tool that enables us - without restricting creativity - to develop designs that are verifiable, beyond the arbitrariness of taste, in a targeted manner and based on scientifically based criteria . "renate jancsó & jens bode, management of jack smith gmbh agency for brand and product development "the book contains a completely new model for visual brand positioning. The approach takes into account current findings in perceptual psychology, fluency research and aesthetic research. In the book, designers and marketing managers receive information on the design for an attractive product packaging suitable for a brand. The advertising science becomes incidentally a completely missing theoretical model for the design of attractive brand packaging is shown. "prof. Dr. Bernhard heidel, professorship marketing and market research, university of applied sciences rhein main, wiesbaden business school and vice president of the german advertising science society - dwg further information on the content image was included in the list of 100 words of the 20th century in 1999 by a jury of prominent figures from the fields of journalism, literature and television. This already shows the outstanding meaning of the term and everything that is connected with it, far beyond the limits of classic marketing. It is omnipresent, everyone knows it and everyone thinks they understand its meaning. According to wikipedia, the word "image" (from english for image, image, representation, german according to reputation) ... The overall picture and mood or the overall impression that a majority of people have of an opinion. " if you take a closer look at the wikipedia definition, it becomes clear that image has at least two strong directions. Firstly, the original direct translation from english, so image is synonymous with image. On the other hand, the meaning in the sense of the overall impression, reputation, reputation, as most, especially in the marketing departments of companies and organizations, know and use the term. It becomes clear that the term image has changed from its original, pictorial meaning solved. Why actually? Don't you see at first glance that landliebe packaging looks "more natural" than that of a competitor? The design of a lindt or rolex logo does not immediately signal that the brand is something better, in the language of marketing, is positioned at a high price? And does a delicate purple packaging not automatically prepare us for the delicacy of a milka alpine milk chocolate product experience? Small visual cues, we call them new german cues, are enough to give us an impression, a - at best positive - prejudice or a positive expectation emagen.Images - in the original sense of the word - shape "images"! This book is not about how big campaigns and lots of colorful pictures can change brand images (= second meaning) and it is not about the discussion of the 1990s to renew the benefits of key visuals in brand communication. We want to show that visual brand management has to start earlier and more consistently, because even the smallest visual cues are processed by our psyche and are either given a positive meaning, or - in the worst case - either not and thus do not contribute to our orientation or decision. The book thus addresses fundamental questions of communication design and modern brand management: how can colors, shapes, textures or structures particularly support or emphasize special features, strengths of a product, a brand and help to get "the point" faster, images (with its second meaning), to sharpen brand profiles, to implement strategies that can be experienced? Or - in the worst case - also not, and therefore not contribute to our orientation or decision. The book thus addresses fundamental questions of communication design and modern brand management: how can colors, shapes, textures or structures particularly support or emphasize performance characteristics, strengths of a product, a brand and help to get "the point" faster, images (with its second meaning), to sharpen brand profiles, to implement strategies that can be experienced? Or - in the worst case - also not, and therefore not contribute to our orientation or decision. The book thus addresses fundamental questions of communication design and modern brand management: how can colors, shapes, textures or structures particularly support or emphasize special features, strengths of a product, a brand and help to get "the point" faster, images (with its second meaning), to sharpen brand profiles, to implement strategies that can be experienced?

9783658286866

German

Springer Gabler

15 May 2020

219

Andreas Hofmann is the owner of ah markenberatung in Wiesbaden, which he founded in 2012. He studied psychology and graphics & painting, worked as a consultant and managing director strategy & research in various renowned international advertising agencies. He was also the managing director and co-owner of a company for research-based brand consulting. Ah markenberatung currently supports customers and brands from the FMCG area (food & beverages, OTC, cosmetics & personal care), some of which are presented with examples in the book. She also advises creative agencies in a strategic planning function. She specializes in the areas of concept and potential analysis,