1. What is the Branding
(1) The recognition of brand - Beer experiment
(2) People see what they believed - Nessy of loch Ness
(3) The definition of branding
2. What is the concept
(1) The only one concept - Monroe, Einstein, Ferrari
(2) Keeping concept - Volvo, Cadillac
(3) Expressing concept - Samsonite
3. Branding strategy
(1) Positioning - Nail and Hammer
(2) Differentiation - Anna G
(3) Systematization - Anna G, Lego
(4) Shift of viewpoint - Cocacola, Calvin Klein, Starbucks
4. Conclusion
Script ;
Hello! Good morning everyone! My name is Seungyoon Han who studies communication multimedia design in Hogeschool. Today, I’m gonna have a presentation about the brand design or branding strategy. Through the example of good branding in current society and trends. We will discover how we can make a good brand and communicate with people or consumer as using this? So, before looking into the concept of branding, lets check first some interesting experiments about the psychological recognition of the people to the product. Cheers!, Do you like beer? I also love drinking beer since when I arrived in the
Netherlands. Most of us like drinking beer but definitely there are specific brands of the beer you like. Heineken? Or Golish? In this experiment, there are two kinds of beer. One is low price and popular brand beers. Another is high price and premium brand beers. The first situation is experimenter shows the brand name to them and make them drink. As a result, more than half of people said the premium brand beer is more delicious than low price beer. However,in second situation, The experimenter change the only tag of name like a fake brand and try again. Then most people said the low price beer with premium brand beer name sticker is more delicious than real premium brand beer. Therefore, we

can find out the result that the consumer is proven that they don’t have a consistent preference about beer taste through this experiment. Furthermore, another inference is that not the taste but, another factor has a decisive influence on their taste preference of the beer. We would think, what is that another decisive influence? I think that its the recognition of the brand value that people think of. Is there special brand do you like?
What is your choice among Nike and Star sports shoes if you can take only one thing?
I’m gonna choose the Nike, maybe. And I want to give a question to rob. What is your choice among these? Me too. But, we don’t know the exact specification of that car.
Maybe a Toyota car function could be better than the Benz. But, we are judging this as only brand new. How do you think about, Do people see what they believed? Or Do people believe what they saw? What is the right sentence? There is good example story what can prove this. In the Scotland, loch ness. There is a legendary story about the monster of there that named Nessy similar with a dinosaur. Someone threw some object into the center of the loch and questions to the people nearby there.What is that?
And,the people who believe that legendary monster is existed answered, that is Nessy!
But,people who don’t believe, said that is the boat or drum case or any other I don't know... blah blah. Through this we realize that people see what they believed. In this context, I can define the meaning of branding. Giving faith. In the past,when I studied, I taught Branding is just giving a message to the people from a company position. But, beyond this if we can make a faith in their mind, it will be ultimate object and the value of branding. So,if we decided to give a faith to the people, We have to think what they will believe. What do you think if you see the picture of Marilyn Monroe. Sexy, right!
Next, what kind of word do you think about this. Genius. Yes. The person is the combination of varying character. But, as you saw the factor that make him remarkable is the only one thing eventually. Ferrari? Speed! The product is same. It is also applied variety of technology and strategy in marketing. But,the factor that makes it remarkable is the only one thing eventually too. I want to call that the only one thing as this concept.
There is only one unique character and the intention of the maker of the brand. If we select the concept, all process and directions of the company have to follow that. Do you know Volvo car brand? They selected the concept and think that safety is the most important value in their company. Therefore, they equipped the navigation in their car in the last of their whole car market. Because for a long time, they have researched and analyzed where is the safest place for equipping navigation in the car. They faithfully follow their value of the concept. And Cadillac 1929 in the United States, there was the
Great Depression that time luxury tendency was increased, Cadillac makes a strategy for that. They told our competitor is the company of diamond or mink stole. Because, we are not selling transportation,but status. So judging from this consumer by the value invisible beyond the visible product. Then, how we can deliver our message of the value to the people? After the gold rush caused by the development of transportation.Many long distance travelers were increased suddenly. So they needed strong and sturdy back case for their travel. Shwayder trunk manufacturing corporation was famous as a well made trunk for travel. They made the trunk case bearable,even 5 people. But,the Shwayder trunk manufacturing corporation is too long you see? They have a limitation of the name.
They need something Expressible the strong their image bearable 5 people. They need their Brand Name. So, how they made their name? There is someone named Samson. He is in the bible story and have super power over 100 people’s. So they brought his name

and attach the suffix ITE. Meaning is like Samson. After that, the most strong and durable suitcase brand was born with names Samsonite. After naming, they were trying to maintain their main concept at the products and even in their advertisement. Like this. Do you see how strong is this suitcase? In conclusion, the brand strategy is speaking or delivering their concept to the people by connecting with the visible language such as visual or verbal things. He is the famous man named Jack Trout. He said Brand positioning is about finding one unoccupied niche in the prospect’s mind, and fill it with one thing that sticks. The space of the consumer’s mind is a battlefield and there is a war.
The brand must take some place of their mind .It’s called the positioning theory. It’s also can be explained as the relation with nail and hammer. The bottom is mind of people. The nail is the product or brand. If we have a nail, but we can’t drive, it is useless. So the hammer is different it makes possible to drive a nail. So, must be simplified and differentiated. This is the wine opener that we can get easily in the mart. This is better than we think. Excellent in functional and sturdy, their company has produced this for a long time. But the price is only 5 Euro. By the way, Do you know this? This is an amazing design, product and best seller in the World. It is sold 1 thing among 1 minute.
The name is Anna G. This wine opener price is from 50 Euro to 100 Euro surprisingly.
Aren’t you curious about this? What is the reason that this is 10 times more expensive than the other general wine opener? In the other words, the question is where you put your wine opener in your home? I usually put it in a drawer. But, the possessor of Anna G displays their wine opener on the table for showing. Anna G gained the value of visual aesthetics. This is their differentiation and the reason for amazing selling. Besides they have many variety series products. But,they have one consistency because they systematize this. It is the principle that assembles Scattered Lego blocks as one piece.
And they can gain a new identity as one system. So brand system is also very important factor I want to talk about that. And next, the last thing I’m gonna explain is most the impressive principle of good branding. Do you think what is the hot color? Red? Then Is coca cola a hot drink? No coca cola is so cool. But,they use the red color how is this situation possible? Do you know this old man? Santa Claus. Originally, Santa was in
Finland fairy tales. But, coca cola recreated this as their character and gain new cool concept as the image of the good old man who give a present in winter Christmas. So they can bring the image about the cold of winter, kind of person or children and happy atmosphere. This is the output that they have broken the fixed idea red color should be hot. And ,Calvin Klein also changed people’s idea. Before that to be revealed underwear is ashamed happening. But Calvin Klein underwear is put on as revealed their name. And people recognize also it is very fashionable and stylish now. I want to call it as a shift of viewpoint or thinking different. Starbucks is also a good case of new thinking. They sold not only coffee but also the atmosphere of fellowship formation or self satisfaction through their brand Howard Schultz starbucks CEO discovered the value of coffee not only drink factors, but also trends and cultural factors. So he can find out more stronger power of the product through making brand. So now we should review and arrange I’ve talked about this time. People see what they believed so Branding is giving faith about our product or service to them. For that we have to occupy the position of people’s mind.
The method of this is that we should have unique one concept with differentiation, systematization and shift of viewpoint. Then in this flood warning of brand market, I believe we can make a unique brand that people can recognize enough. Thanks for

listening.