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Mismanaging a Brand’s Visual Assets: Why Danone’s Dumex Brand Failed in Vietnam

Without running the risk of starting off with too much brand design speak or technical lingo, visual brand assets simply are signature design elements that together form the visual identity of a brand. These are often those pieces that people spontaneously remember about a brand with. When you think of Coca-Cola you most likely will recall the color red, the signature font type and perhaps the iconic shape of the bottle. When you think of Heineken the color green comes to mind as well as the red star and maybe the smiling 'e' in the logo typeface. Without recalling a brand name or even a flavor name, shopping often takes place on autopilot and identification where recall in the brain happens based on such visual elements.

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