Assignment 11 Module2

Instructor

Seiki Nakamura （ M08W0043　中村誠希）

Module ２

Branding of the artists ～ Fine Art ～

In this lesson you will learn: Introduction What is the brand ? Branding Project Branding of Fine Art Learn more from many industries Summary Assignment References

Objectives

IntroductionHi ! I am the Instructor Seiki Nakamura.Let’s enjoy learning about the branding of the artists in this module.

After you finish learning this module, you can join the management section of our company.

Furthermore, you can be the person who is in charge of branding of the artists of Fine Art in the management section of our company.

What is the brand ? ■The definition of brand or branding■

In this section, you need to know the word “blanding”.

Firstly, you will know the difference between promotion and branding.Secondly, you will know the academic definition of the word “branding”.Finally, you will know the definition of brand at the Wikipedia.

You're a man and you see a gorgeous woman at a party.You go up to her and say, "I'm fantastic in bed,"That's Marketing. To say "I'm fantastic in bed," many times is Advertising

The difference between “promotion” and “branding”①

Cited ： http://www.popxpop.com/archives/2007/05/_pr.html

Promotion

You're at a party and see a gorgeous woman. She walksup to you and says, "I hear you're fantastic in bed,"That's Brand Recognition.

The difference between “promotion” and “branding”②

Cited ： http://www.popxpop.com/archives/2007/05/_pr.html

Branding

The definition of branding①

“Branding is to create the spiritual structure and to arrange the knowledge of product and service in order to for the customer do decision-making simply.”

Kevin Lane Keller Strategic Brand Management

The Value of brand is in the

mind or head of each customer.

The definition of branding②A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. The key objective is to create a relationship of trust.

More information is bellow.http://en.wikipedia.org/wiki/Brand

Cited by Wikipedia

Branding Project■Meiji Gakuin University■

In this section, you need to know what the Branding Project is.

You will learn the example of Meiji Gakuin University of Japan.This is not the case of the branding of artists, but you can learn much about branding.

The key word is ‘IDENTITY’.Let’s enjoy leaning !

Pictures cited ： http://www.meijigakuin.ac.jp/project/branding/part3/2004.html

Branding Project of University

Meiji Gakuin University started the branding project at 2004/10. It includes the phrase ‘Do for other’, and logo of ‘MG’, and goods of University, and facility of University.

Pictures cited ： http://bizplus.nikkei.co.jp/colm/html/kajiyama12_1.jpg

Branding Project of University ～ Director Kashiwa Sato ～

Creative Director/Art Director.

Born in Tokyo in 1965. He established Samurai Co., Ltd. His main works include advertisements for the pop music group SMAP, Honda Step Wagon, Kirin Brewery Co., Ltd. Gokunama, World Co., Ltd.OZOC, Shiseido, TBS, PARCO Co., Ltd., KDDI, TSUTAYA TOKYO ROPPONGI. He has been actively involved with the wide areas of product development, shop design and advertisement.

Pictures cited ： http://kashiwasato.com/#

Branding Project of University～ Work of Kashiwa Sato ～

National Art Center, Tokyo

2008 New Year Card Japan

UNIQLO SOHO NY

UNIQLO London & Paris

SMAP(Japanese Entertainers)

TAUTAYA(Japanese Entertainment store)


Branding Project of University～ Meiji Gakuin University① ～

Pamphlets Goods


Branding Project of University～ Meiji Gakuin University② ～

Uniform of Club Activities


Branding Project of University～ Meiji Gakuin University③ ～

Campus of University

Pictures cited ： http://blog.livedoor.jp/shiki01/archives/50092943.html

Branding Project of University～ Meiji Gakuin University④ ～

Before Branding

After BrandingHomepage of University

Cited ： http://www.meijigakuin.ac.jp/project/branding/part1/

Branding Project of University～ Meiji Gakuin University⑤ ～“The aim of Branding Project of Meiji

Gakuin University is to make relationship with society, not to promote us.”

― Cited from Homepage of Meiji Gakuin University

“Branding of University is to make clear the identity of University to contribute society.”

“’Do for other’ which comes from the passage of the Bible ‘Do for others what you want them to do for you’ is our identity”

Branding Project of University～ Meiji Gakuin University⑤ ～

― Cited from the interview.

http://www.meijigakuin.ac.jp/branding_project/interview1.html

Pictures cited ： http://bcnranking.jp/news/0712/071210_9261.html

Nowadays, University can't choose students.University is chose by

students.University need to

survive.So University need to establish the brand,and need to make strategy for the

images of themselves.

Branding of Fine Art■Branding of Takashi Murakami■

In this section, you need to know the case of branding of the artists.

Firstly, you will see what the branding of artists in Fine Art is.Furthermore, you will see the example of branding of Takashi Murakami, the artist of Fine Art in Japan.

Logo of Fashion

Art Pieces of Artists

Branding of Fine Art

Pictures cited ： http://www.waja.co.jp/waja/image/brand/277.jpg http://em.m-out.com/ec/html/item/001/002/item1027.html

Art Pieces of Artists


Logo of Fashion

“The bags of famous brand such as CHANEL and HERMES have logo in a clear place.

What is the brand of Art ? It is the symbolic work of artists.

For example, Andy Warhol has image of colorful Marilyn Monroe. Vincent van Gogh has image of yellow sunflowers.

The point is to use these images intentionally.

In 1980 Damian Hirst started to use symbol intentionally. He presented easy images such as dot and butterfly.”

― Cited from Business of Modern Art 2008/4/10 　

Tomio Koyama Asky

Branding of Fine Art~Example of Takashi Murakami~

Pictures cited ： http://search.japantimes.co.jp/cgi-bin/fa20071025a1.html http://www.asahi.com/culture/news_culture/TKY200711220068.html

I used flower ,or character called

‘DOB’ ,or animation of Japan ,or figures, which

are all easy to understand.

These images established my

identity.

Artists Now

Artists Before

They need to think about presentation of their work and branding of their

value.


They just think about finishing their

drawing or paintings.

Pictures cited ： http://www.nttdata-getronics.co.jp/today/spazio/spazio63/yoshiya.html http://www.geocities.jp/yoshipa83/page7/millet.p7.html

Learn more from many industries■Visual and Auditory■

In this section, you need to know the example of branding in many industry.

There are links of three videos at the YouTube. You will see the branding of many industry such as branding of political fields and computer technology.

After you see the videos, you will have assignment of discussion.

● The Art (and Science) of Branding

http://jp.youtube.com/watch?v=Bv2Y3uVTlbA

After you watch the three videos at the YouTube, post the message and give your opinion at

http://dreamworld-17896.ning.com/forum.

Three videos of YouTube●The Power of Branding (Sanja Budin Phenomenon)

http://jp.youtube.com/watch?v=PElSknJKt1I

● Strike Up The Brand: How to Design for Branding

http://jp.youtube.com/watch?v=M-Ruc8iq4xo

Academic but easy to understand about branding.

Funny video about branding.

Google Tech talks about Branding.

In this module, you learned the branding of the artists.Firstly, you learned what the branding is.

★You learned the differences between promotion and branding.

Secondly, you learned branding project of Meiji Gakuin University.

★You learned that Branding is to establish the identity.

Thirdly, you learned the branding of artists.

★You learned that to use image intentionally and to present socially is very important for artists.

Finally, you learned the branding of many industries.

★Post the message about what you learned !

Summary

Assignment

Make the brand of the art pieces upper that is draw by Leonardo da Vinci.These works is not known well than Mona Lisa. Decide the strategy of branding for Leonardo da Vinci who draw the

works upper. You need to establish new identity of Leonardo da Vinci (not the Leonardo who draw the Mona Lisa).

Decide the logo, slogan, and design scheme that convey the essence of Leonardo da Vinci who draw the works upper.

Pictures cited ：http://www.drawingsofleonardo.org/

References①

Kevin, L, K. (2002). Strategic Brand Management :

New Jersey: Prentice Hall College Div Tomio, K. (2008) . Business of Modern Art : Tokyo: Asky Hiroki, A. (2001). Superflat Japanese

Postmodernity: Los Angeles :MOCA gallery

Literature

References②

Ivan, A.(2007). The difference between Marketing, PR, Advertising and Branding:

Retrieved April,11, 2007, from Ads of the World. Web site: http://www.popxpop.com/archives/2007/05/_pr.html

Brand (Oct.22,2008,11:56). In Wikipedia: The Free Encyclopedia.

Retrieved from http://en.wikipedia.org/wiki/Brand Kashiwa, S.(2008). National Art Center, Tokyo: Retrieved 2008, from KASHIWA

SATO.COM. Web site: http://kashiwasato.com/# Meiji Gakuin University.(2008). Branding Project: Retrieved 2008, from Public

relations department of Meiji Gakuin University. Web site: http://www.meijigakuin.ac.jp/project/branding/part1/

Hinweis, S.(2007). The drawings of Leonardo da Vinci: Retrieved March, 04,2008, from Sabon. Web site: http://www.drawingsofleonardo.org/

Kei, Y.(2004). The depression under the blue sky: Retrieved 2004, from SPAZIO.

Web site: http://www.nttdata-getronics.co.jp/today/spazio/spazio63/yoshiya.html

Internet

Assignment 11 Module2

Design

Transcript of Assignment 11 Module2