IB Design Technology Topic 9.5 Branding Revision Notes (HL)

IB Design Technology Topic 9.5 Branding Revision Notes (HL) | RevisionDojo

Branding: Creating a Unique Identity in Competitive Markets

When you walk into a supermarket to buy a bottle of water, you’re faced with rows of nearly identical bottles, yet you instinctively reach for a specific brand.
This seemingly simple decision is the result of carefully crafted branding strategies.
Branding is more than just a logo or a name—it’s how a company communicates its identity, values, and promise to consumers.

Defining Brand Identity: Communicating Value and Purpose

At its core, a brand is a promise—a way for a company to convey what it stands for and what consumers can expect from its products or services.

Definition

Brand identity

Brand identity refers to the visual, emotional, and cultural elements that define a company and differentiate it from competitors.

Conveying Value Proposition

A company’s value proposition is the unique benefit it offers to consumers.
Branding encapsulates this value proposition by answering key questions:
1. What does the company stand for?
2. Why should consumers choose its products over others?

Tip

Think of a brand identity as the personality of a company.
It’s what makes the company memorable, relatable, and trustworthy to its audience.

Note

Apple’s brand identity is built on innovation, simplicity, and premium quality.
Its sleek logo, minimalist packaging, and consistent messaging reinforce these values.
When you purchase an Apple product, you’re not just buying a device—you’re buying into the brand’s promise of cutting-edge technology and a seamless user experience.

Brand Loyalty: Building Emotional Connections

Why do some consumers repeatedly choose the same brand, even when alternatives are available?
This is the power of brand loyalty—a strong, emotional connection between the consumer and the brand.

Fostering Repeat Business

Brand loyalty is cultivated through:
1. Consistent quality
2. Positive experiences
3. Emotional resonance

Loyal consumers become advocates, recommending the brand to others.

Example

Coca-Cola’s iconic logo, advertising campaigns, and consistent taste create a sense of familiarity and trust among its customers.

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Definition

Paywall

(on a website) an arrangement whereby access is restricted to users who have paid to subscribe to the site.

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Note

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud exercitation.

Excepteur sint occaecat cupidatat non proident

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit.

Tip

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum.

Unlock the rest of this chapter with a free account

Branding: Creating a Unique Identity in Competitive Markets

When you walk into a supermarket to buy a bottle of water, you’re faced with rows of nearly identical bottles, yet you instinctively reach for a specific brand.
This seemingly simple decision is the result of carefully crafted branding strategies.
Branding is more than just a logo or a name—it’s how a company communicates its identity, values, and promise to consumers.

Defining Brand Identity: Communicating Value and Purpose

At its core, a brand is a promise—a way for a company to convey what it stands for and what consumers can expect from its products or services.

Definition

Brand identity

Brand identity refers to the visual, emotional, and cultural elements that define a company and differentiate it from competitors.

Conveying Value Proposition

A company’s value proposition is the unique benefit it offers to consumers.
Branding encapsulates this value proposition by answering key questions:
1. What does the company stand for?
2. Why should consumers choose its products over others?

Tip

Think of a brand identity as the personality of a company.
It’s what makes the company memorable, relatable, and trustworthy to its audience.

Note

Apple’s brand identity is built on innovation, simplicity, and premium quality.
Its sleek logo, minimalist packaging, and consistent messaging reinforce these values.
When you purchase an Apple product, you’re not just buying a device—you’re buying into the brand’s promise of cutting-edge technology and a seamless user experience.

Brand Loyalty: Building Emotional Connections

Why do some consumers repeatedly choose the same brand, even when alternatives are available?
This is the power of brand loyalty—a strong, emotional connection between the consumer and the brand.

Fostering Repeat Business

Brand loyalty is cultivated through:
1. Consistent quality
2. Positive experiences
3. Emotional resonance

Loyal consumers become advocates, recommending the brand to others.

Example

Coca-Cola’s iconic logo, advertising campaigns, and consistent taste create a sense of familiarity and trust among its customers.

Definition

Paywall

(on a website) an arrangement whereby access is restricted to users who have paid to subscribe to the site.

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Note

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud exercitation.

Excepteur sint occaecat cupidatat non proident

Tip

Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum.

IB Design Technology 9.5 Branding Notes

IB Design Technology 9.5 Branding Notes

Branding: Creating a Unique Identity in Competitive Markets

Defining Brand Identity: Communicating Value and Purpose

Conveying Value Proposition

Brand Loyalty: Building Emotional Connections

Fostering Repeat Business

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Excepteur sint occaecat cupidatat non proident

Unlock the rest of this chapter with a free account

Branding: Creating a Unique Identity in Competitive Markets

Defining Brand Identity: Communicating Value and Purpose

Conveying Value Proposition

Brand Loyalty: Building Emotional Connections

Fostering Repeat Business

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Excepteur sint occaecat cupidatat non proident

Unlock the rest of this chapter with a free account

IB Design Technology 9.5 Branding Notes

1. Human factors and ergonomics3 subtopics

2. Resource management and sustainable production6 subtopics

3. Modelling5 subtopics

4. Final production11 subtopics

5. Innovation and design7 subtopics

6. Classic design2 subtopics

7. User-centered design (HL)5 subtopics

8. Sustainability in design (HL)4 subtopics

9. Innovation and markets (HL)5 subtopics

10. Commercial production (HL)5 subtopics

IB Design Technology 9.5 Branding Notes

1. Human factors and ergonomics3 subtopics

2. Resource management and sustainable production6 subtopics

3. Modelling5 subtopics

4. Final production11 subtopics

5. Innovation and design7 subtopics

6. Classic design2 subtopics

7. User-centered design (HL)5 subtopics

8. Sustainability in design (HL)4 subtopics

9. Innovation and markets (HL)5 subtopics

10. Commercial production (HL)5 subtopics

Branding: Creating a Unique Identity in Competitive Markets

Defining Brand Identity: Communicating Value and Purpose

Conveying Value Proposition

Brand Loyalty: Building Emotional Connections

Fostering Repeat Business

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Excepteur sint occaecat cupidatat non proident

Unlock the rest of this chapter with a free account

Branding: Creating a Unique Identity in Competitive Markets

Defining Brand Identity: Communicating Value and Purpose

Conveying Value Proposition

Brand Loyalty: Building Emotional Connections

Fostering Repeat Business

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Excepteur sint occaecat cupidatat non proident

Unlock the rest of this chapter with a free account