The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
The examples of brand logos that has been changed over time.
The first one is the well-known car brand BMW. Bayerische Motoren Werke AG commonly known as BMW or BMW AG, is a German automobile, motorcycle and engine manufacturing company founded in 1916. Below you can see how its logo has been modified over the decades:
Barbie is a fashion doll manufactured by the American toy-company Mattel, Inc, which has been the best-selling toy brand in the world for more than five decades. It is sold in more than 150 countries across the globe. Barbie was created in 1959 by Ruth Handler.
Changes that have been introduced to the original Barbie logo you can see below:
Chelsea Football Club (Chelsea F.C.) is one of the most popular, successful and valuable English football clubs. Founded in March 1905 by Gus Mears, it is based in Fulham, London. The club has won several championships and numerous trophies in their iconic history. Their home stadium is Stamford Bridge stadium. Chelsea is currently owned by Russian business tycoon Roman Abramovich. Its logo has several modifications throughout the years.
Shot list of fashion institutions.
JUSTIN BIEBER
Justin Bieber is a famous and popular singer especially among the girls. He offers a wide range of products with his graphic designs on his official website and in some music stores.
Purpose: He uses graphic designs on his products in order to promote himself, his new albums and singles, to make people aware of his world tours and also to sell these products. People can be attracted by the posters and will want to buy the products of the artists. All the products are made with the names of the songs, albums or the name of the artist, so fans of Justin will be attracted by the design of the promotional products.
Format: The CDs, T-shirts, hoodies, bookmarks, bracelets, hats, bags, posters are used as the proportional products of Justin Bieber. All of them can be found on the official website of Justin Bieber. He uses the most popular products as his promotional graphic designs, so he makes sure that the customers will be interested in them and will buy them.
Content: The images of the singer, his name as well as the names of his albums and single are used in the graphic designs of Justin. This makes people aware who is on the picture and the main purpose of the product. If, for example, there is a name of Justin's new album, people understand that this is a promotional product of his new album.
Style: The style is either romantic or cool as his main audience is represented by the young girls who likes this type of guys, so this style attracts them a lot. He uses cool style clothes in order to underline how cool he is. For example, black leather jackets, unusual design snickers, stylish shirts and pants.
Target Audience: The main target audience is teenagers and young people mostly females who are 13-25 years old. This age group likes most the kind of songs Justin sings (songs about love). His singles always become popular among the young girls, maybe also because he is young and his appearance seems attractive for the girls.
Regulatory Bodies: All the products should be checked by the Advertising Standards Authority (ASA) in order not to be copyrighted and all the customers are able to complain of them if they broke any rules. The UK Advertising Codes are written by two industry committees: the Committee of Advertising Practice writes the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing and the Broadcast Committee of Advertising Practice (BCAP) writes the UK Code of Broadcast Advertising.
SELENA GOMEZ
Selena Gomez is a popular singer who has many promotional products with her graphic designs which are available on her website.
Purpose: Selena's graphic designs are used to sell her CDs, to make people aware of her concerts, new singles, albums and tours. They also promote herself and increase her popularity further. The main purpose of her promotional product is to give a possibility for her fans to differentiate themselves from other people, to show that they are real fans of Selena.
Format: Selena has online official store which sells her graphic designs products including different girls' t-shirts, shirts, hoodies, bags, bracelets, posters and CDs. She uses the most popular products for her promotional items, as this products are really popular among the fans. Fans can also get some of these products in the music shops, at the concerts and even in grocery shop you can find sometimes CDs of the artists.
Content: The graphic designs contain the images of Selena, her name and the names of the singles and albums. This makes people aware of what she is promoting, either herself or her new album or single. She looks very beautiful and unusual on her pictures for the promotional products, so many people can be attracted by her style and appearance.
Style: Selena aims her songs mostly at the girls so the style of her products is more romantic as her songs are mostly about love. She often uses pink colours in her graphic designs, which is also attractive for the girls. Her make up, hair style and clothes are always perfect what attracts even more her target audience.
Target Audience: The target audience of Selena is represented by girls and young ladies 13-25 years old who believes in love and like romantic style. Boys usually do not like this kind of songs but they can be definitely be attracted by the appearance of Selena. Young girls of this age fall in love, break up with their boyfriend, have many sad love stories and Selena's songs help them a lot, also because Selena can understand them perfectly as all we know about her love story with Justin Bieber.
Regulatory Bodies: All the products should be checked by the Advertising Standards Authority (ASA) in order not to be copyrighted and all the customers are able to complain of them if they broke any rules. The UK Advertising Codes are written by two industry committees: the Committee of Advertising Practice writes the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing and the Broadcast Committee of Advertising Practice (BCAP) writes the UK Code of Broadcast Advertising.
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