BRAND DESIGN MANUAL
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BRAND DESIGN MANUAL Employees
BRAND DESIGN MANUAL Details
Brand Design describes Perceptioning, a methodology employed in brand building. Perceptioning is based on the assumption that the brand is a perception in the mind of the consumer. What does "brand is a perception" mean? It means that when we think of a brand, we do not have a precise, well-defined idea, but rather a cloud of mental images and sensations, which indeed goes under the name of "brand perception". Consumers choose brands based on this perception. Former Mercedes-Benz CEO Helmut Werner summarized it effectively: "The question of how to make a customer pay a premium of several per cent merely for a brand name can only be explained psychologically, through the perception of it as a premium brand." Perceptioning starts from the assumption that brand perception is memory: it is a summary of all impressions we have about a brand. So Perceptioning first defines the perception to be recreated in the mind of the consumer and then designs the different brand expressions – product features, design and communication, above all – to characterize the desired perception.Today's major consumer brands– like Nike, Apple, Audi, McDonald's, Disney – understand that the first product they sell is perception. For this reason, they are well aware of the perception they want to maintain in the mind of the consumer and base all of their choices regarding product, communication and even showrooms, with the aim of strengthening the desired perception.Since the publication of Brand Design, the Perceptioning method has been received with great interest in professional and academic fields, where it was part of renowned Italian and French universities' examination material, such as the University of Paris and Toulouse's IAE (Institut d'Administration des Enterprises). Professor Vanni Codeluppi, Italy's leading academic on branding, has also used "Brand Design" as exam material at Milan's IULM.
