Exploring Brand DNA: A Recap of an Engaging Marketing Design and Communication Session

Last Wednesday on the 29th of November we had our marketing design and communication teaching done by a new and interesting lecturer.

The topic was interesting because we were talking about Brand DNA. Our exercise was to select a brand from few listed well-known brands e.g., Red Bull, Nintendo, Lego, Moët & Chandon Champagne, Louis Vuitton or Alfa Romeo.

I selected the Alfa Romeo with another of my course mates. Together we discovered a lot about this luxury car manufacturer.

It was nice going through this brand has for the first time I found out that this brand is deep into its Italian heritage and have not changed their logo since 1910. They pride themselves in top Italian artisanry and have a deep passion for car racing since the fifty’s and invest heavily in Formula 1 racing and other race car events (Romeo, 2023).

Apart from that, our lecturer gave us more advice on how to find out everything that makes up a brand. How the brand is seen. The perception of the brand. The elements of the brand like its tangible traits, visa like the brands name symbols colours is distinguished from other brands. And its intangible which means how people think about its brand its values what is associated with all that makes its intangible elements of a brand. Then we talked about the brands archetype. Which are categorised into twelve characteristics, help as identifier that helps customers associate or relate to a brand? I found this interesting as consumers make purchases sometimes based on their personality, whether its who they are. Or a personality they admire and strive to relate to. Why some consumers choose to buy certain brands (Bechter et al., 2016).

This still all binds to the semiotic teachings and how it covers so much of our daily lives and perception.

We are getting to the end of the teaching week for marketing design and communication, and it has been remarkably interesting working on all the assignments and hoping to do well and gets more interesting every week we meet up.

#MarketingInsights #BrandDNA #DesignThinking #CommunicationStrategy #BrandAnalysis #MarketingClass #LearningExperience #BrandIdentity

Refrences

Figure 1. Donna, O. (2023) MDC Class, Brand DNA.

Figure 2. Romeo, S.A. (2023) Scotti Alfa Romeo in Montreal.

Figure 3. Romeo, A. (2023) Alfa Romeo official website.

Figure 4. Houraghan, S. (2018) Brand Archetypes: The definitive guide [36 examples].

Bechter, C., Farinelli, G., Rolf-Dieter, D. and Frey, M. (eds.) (2016) Advertising between Archetype and Brand Personality. Vol. 6. (s.l.): Administrative Sciences.

Romeo, P. A. (2023) WHAT DOES THE ALFA ROMEO BADGE MEAN?. At: https://www.planetalfaromeo.com/alfa-romeo-research/alfa-romeo-meaning/ (Accessed 01/12/2023).