Flashcard: Mastering Brand Identity and Communication — 14 carte

Six Pillars of Brand Identity

Framework for outward brand expression

Logo vs Logotype

Logotype is purely typographic; logo includes symbols or icons

Sensory Branding Dimensions

Engages senses: auditory, olfactory, taste, tactile

Packaging as Identity

Visual/tactile touchpoint conveying brand values

Dynamic Brand Communication

Active, adaptable content across digital channels

Brand Content Strategies

Use storytelling, micro-content, podcasts for engagement

User Generated Content

Consumer-created, authentic content influencing purchase

Brand Name — role?

Primary recognition tool, memorable and meaningful

Logotype — definition?

Typographic visual representation of brand name

Sensory Branding — purpose?

Create emotional bonds through multi-sensory engagement

Packaging as Identity — function?

Visual and tactile extension of brand at point of sale

Polysensoriality — effect?

Enhances emotional resonance by activating multiple senses

Logolf — meaning?

Signature scent acting as an olfactory logo

Taste branding — importance?

Creates a recognizable sensory signature for food brands