BU470 Lecture Notes - Lecture 3: Naproxen, Ikea, Customer Experience
Document Summary
Brand elements those trademarkable devices that serve to identify and differentiate the brand. Fedex logo the hidden arrow is meaningful in terms of hinting that they deliver with speed. Coca cola logos are the same across different nations. Kraft peanut butter logo consistent bear visuals. Wwf logo conflicting with world wide fund and world wresting fed. Design and brand identity brand name should stay consistent and build understanding of what the product or services is offering example includes (febreze, aleve, etc. ) Big idea: design: the physical and perceptual aspects of design affect how you learn about and experience the brand. The way products and services come t life : all of these brand elements need to consistently communicate the brand"s meaning, values, and personality, while remaining relevant, e. g. Ikea tells you about the origins, ease of access, experience, and is consistent throughout each store you enter wherever in the world.
