Brand signal

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Mark signals (in Engl. Fire signal ) arise more from the specific combination of mark elements . The media brand signal "Print advertisement", for example, usually consists of the brand elements name, logo , color, shape, key image , font and key term. In addition to the media , three other types of brand signals can be distinguished with products , people and surroundings. While the signal quality of the design plays a role in products, for example, it is mainly sales employees and brand advocates for people. In terms of the media, on the other hand, commercials and large posters are important, and in the case of surroundings, it is primarily branded adventure worlds.

Typology of brand signals

According to Kilian, there are basically four types of brand signals:

In contrast, Egner and Hierneis differentiate between direct and indirect brand signals. The direct brand signals include the product packaging and the brand logo. Indirect brand signals, in turn, are the product presentation environment, in particular interior design, display, typical brand colors, other stylized brand elements or excerpts from advertisements.

literature

  • Kilian, Karsten (2010): The Sound of Success , How to Keep a Brand Orchestra in Tune with its MARKnum Opus, in: Bronner, Kai / Hirt, Rainer /ringen, Cornelius (Ed.): Audio Branding Academy Yearbook 2009/2010 , Pp. 37-56.
  • Egner, Steffen / Hierneis, Wolfgang (2010): Brand management at the point of sale is not just sales promotion , in: Keuper, Frank / Kindervater, Jürgen / Dertinger, Heiko / Heim, Andreas (eds.): Das Diktat der Markenführung , p. 267-282.
  • Kilian, Karsten (2009): From Brand Identity to Audio Branding , in: Bronner, Kai / Hirt, Rainer (Eds.): Audio-Branding - Brands, Sound and Communication , pp. 35–48.
  • Olins, Wally (2008): The Brand Handbook .
  • Kilian, Karsten (2007): From brand identity to brand sound as a brand element , in: Bronner, Kai / Hirt, Rainer (eds.): Audio branding. Development, application, effect of acoustic identities in advertising, media and society , pp. 54–69.
  • Adamson, Allen P. (2007): BrandSimple - How the Best Brands Keep It Simple and Succeed .

Individual evidence

  1. ↑ See Michael, Bernd M. (2005): Marke und Zeitgeist, in: Krafft, Manfred (Hrsg.): Perspektiven der Kommunikation , ZfB Special Issue No. 2, p. 23ff.
  2. ↑ See Adamson, Allen P. (2007): BrandSimple , p. 181ff.
  3. ↑ See Kilian, Karsten (2009): From Brand Identity to Audio Branding , in: Bronner, Kai / Hirt, Rainer (Eds.): Audio-Branding , pp. 45f.
  4. ↑ See Scheier, Christian / Held, Dirk (2009): What makes brands successful , 2nd edition, p. 105, p. 129f. and p. 181ff.
  5. ↑ See Seeger, Harald (2009): Practical book Packaging: How packaging design sells products, p. 373ff.
  6. ↑ See Brandmeyer, Klaus / Pirck, Peter / Pogoda, Andreas / Prill, Christian (2008): Making brands strong: techniques of brand management , p. 138.
  7. ↑ a b cf. Egner, Steffen / Hierneis, Wolfgang (2010): Brand management at the point of sale is not just sales promotion , in: Keuper, Frank / Kindervater, Jürgen / Dertinger, Heiko / Heim, Andreas (eds.): Das Diktat brand management , p. 278f.
  8. ↑ See Kilian, Karsten, Was sind Brandensignale ?, in: Vertriebswirtschaft, 9/2010, p. 70.
  9. ↑ See also Michael, Bernd M. (2007): Success factors of integrated brand sponsoring , in: Ahlert, Dieter / Woisetschläger, David / Vogel, Verena (eds.): Excellent Sponsoring , 2nd edition, p. 46 .
  10. ↑ See Kilian, Karsten: From Brand Identity to Audio Branding. In: Kai Bronner, Rainer Hirt (Ed.): Audio-Branding - Brands, Sound and Communication , 2009, p. 45f.
  11. ↑ Kilian, Karsten: The Sound of Success , How to Keep a Brand Orchestra in Tune with its MARKnum Opus, in: Bronner, Kai / Hirt, Rainer /ringen, Cornelius (Eds.): Audio Branding Academy Yearbook 2009/2010 , 2010 , P. 38 and p. 51f.
  12. ↑ See similarly Olins, Wally (2008): The Brand Handbook , p. 29.