1. Brand Semiology Session Four

2. The Customer and The Brand Product development Customer profile Market demands Competitive activity Innovative idea

3. Identifying Niches Your target audience – What they do At work In their leisure time – Their age group – and gender – Their location Country – and ethnicity City Suburban Urban

4. How customers are influenced Aspiration – Status – Improvement of lifestyle Inspiration – Emotional effect – Creation of self-confidence Acquisition – Collectors – ‘Badges’

5. Brand Perception Company influence Colour influence Packaging influence Name influence Advertising influence Word of mouth influence

6. FAB Features – What it is Advantages – What it does Benefits – What’s in it for me?

7. What does the customer want? To get your branding right you need to find out what your target customers’ emotional triggers are. What is the best way to do this?

8. Assignment Explore how different media influence people to buy a particular brand – we’ll be looking at this in more depth next week. Revise what we have covered already.