BRANDING AND CORPORATE IDENTITY A STUDIO EXPLORATION OF NATIONAL VETERINARY RESEARCH INSTITUTE VOM PLATEAU STATE NIGERIA

BRANDING AND CORPORATE IDENTITY A STUDIO EXPLORATION OF NATIONAL VETERINARY RESEARCH INSTITUTE VOM PLATEAU STATE NIGERIA

ABSTRACT

Branding is the process of developing a company’s brand; including the name, identity system and messaging platform. The brand message is then applied to marketing campaigns and collateral, which are intended to spread that brand message. Brand can also mean a name given to a product for easy identification by costumer or consumer. Corporate identity is not brand, a brand is the idea behind a company’s identity, the impression people have of the establishment. A brand is what a company or establishment stand for, believe in, behave like, and perceived by those that conduct business with it or otherwise experience interaction with it. It’s the collective sum of what an organization stand for. A brand takes time to build, because it’s defined by what others think about it, and such impressions (be it positive or negative) take time to form and build. Branding process involves creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.