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We invite you to review our perspectives on a wide range of strategic branding and design issues. In this section, you'll find terminology dictionary and article/commentary that reflect some of the basic philosophies behind KogenMedia’s process. |
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TERMINOLOGIES
Brand and design-related jargons have become the subjects of
many different interpretations which are frequently said and
often misunderstood. While others may have different views of
what brand and design are, we dedicate this page to share our
perspective and understanding of the subject and on how we use
them in our programmes.
Brand
An entity (person, company, product or service) with both tangible and intangible unique characteristics which differ them from others.
Brand Equity
The value of the brand as a corporate asset to its owners in its holistic sense related to each individual audience perception.
Brand Extension
A new product or service that is related to an existing brand, but that offers a different benefit and/or appeals to a different target segment.
Brand Identity
The outward manifestation of the essence of a brand in visual expression.
Branding
The process by which brand and its identity’s values, expression, behaviour are developed and communicated.
Brand Audience
Internal and external brand target groups. All stakeholders (shareholder, employee, business partner, supplier, customer, government, society) collectively make up the brand's audience.
Brand Personality
A defined and dynamic personality of a brand that reflects its central idea and values through brand behaviour, visual and communications.
Brand Positioning
The specific role/place in which the brand defines itself as occupying in the competitive environment. Positioning addresses differentiating brand attributes, user benefits and target segments.
Brand Rejuvenation
A major overhaul of a brand, starting with its positioning and proceeding through creative regeneration of the brand identity and communication. Typically, but not always, involves a logo changing.
Brand Blueprint
The main thinking architecture of a brand that is created, formulated and documented in a comprehensive yet concise manner to be used by the brand owner/related brand executor for brand building and consistent brand management.
Digital Branding
Using digital media to create, build, manage and revitalise the relationship between a brand and its audiences.
Interactive Branding
Process of developing Web sites and other interactive products, including strategy development, structural design and graphic design.
Mock-up
A prototyping design of deliverables. May reflect the values, contents, general look-and-feel, but can be reasonably different with the final implementation.
Storyboard
The main scenario-line which describes the visual happenings, contents, plannings in structured or time-lined manner. Usually is needed in video or multimedia projects. Needs to be approved by clients before proceeding for the execution or design.
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