Reading 4
What exactly is a brand anyway?
This reading talks about the classification of a brand and the definition he uses to describe it.
“The term "brand" refers to searing the hide of one rancher's cattle with his distinctive mark so that it couldn't be confused with anyone else's.”
In saying this the identity is something that we must produce that instantly communicates the brand we are producing.
We are developing our brand in class and we need to undertake this message in branding and make our airports different and instantly recognisable from others.
The reading also goes on to make another good point; Branding is about getting your prospects to see you as the only solution to their problem.
And from this we are given pointers that we account for whilst designing Berrima international airport
• Delivers the message clearly
• Communicates quickly
• Projects credibility
• Strikes an emotional chord
• Motivates the respondent
• Creates a strong user loyalty
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