National geographic marketing: branding
Familiarization with representative logo and corporate identity design "National Geographic society". Consideration of the meaningful foundations of research-based marketing high performance integrated technologies to win and keep consumers from NG.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | реферат |
| Язык | английский |
| Дата добавления | 16.12.2014 |
| Размер файла | 120,4 K |
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NATIONAL GEOGRAPHIC MARKETING: BRANDING
Introduction
National geographic is one of the largest nonprofit scientific and educational institutions in the world. Its interests include geography, archaeology and natural science, the promotion of environmental and historical conservation, and the study of world culture and history. The National Geographic Society was founded in 1888 "to increase and diffuse geographic knowledge." One of the main reasons for National Geographic being known and respected- is their work for their image. In this project we are going to look how their image was built.
1. Branding in general. Importance of branding
Company branding is the most efficient way to show potential customers what your business is about. It is reflected visually via the logo and company design elements as well as through verbiage in marketing materials, slogans and informational copy. When developing a brand, we look to create a strong and creative brand, that stands out in the marketplace, and positions the company as an irreplaceable, memorable life-long partner to their clients. Remember that consumers love and trust brands, they believe in the inherent superiority of the experience so much, that even in a negative economy 60% are often or always willing to pay more for it.
Creating an identity that resonates with your potential customers and your clients, reinforces the emotional relationship that is at the heart of a truly successful brand. When marketing decisions are made for a particular brand, it's important to examine the factors associated and consistently craft messaging that supports and enhances this emotional relationship.
2. The Logo of NG
The National Geographic logo is known as one of the most iconic and instantly recognizable television channel logos in history. It comprises of a simple, timeless and elegant yellow portrait frame which is rectangular in shape. The logo is featured on a number of channels and products with the National Geographic brand association, which is well-known and recognized all over the world.
In spite of its obvious simplicity, we must know that nothing was leave at random in the choice of the logo of NG as well as before becoming the logo which we know so well now, it has pass by numerous modifications, the purpose being always the same: to be the most attractive, recognizable and “memorisable” for the eyes of the public.
Aside from his popular style to make geographic knowledge more accessible, in its first years of creation, NG didn't make any difference with the other newsletters of different associations and institutions of the time. It was found even quite austere. It decided therefore to evolve the brand by the photo and the creation of the logo.
In 1898, Bell was appointed to the Presidency of the company and 1 year later, he hired the first editor: Gilbert H. Grosvenor, a young teacher of 23 years talented and ambitious who decided to work mainly on the marquee of NG image. It was in 1905 that the first logo of NG was created.
It was already a frame but in an art deco style. However, Grosvenor found that unsold accumulated in archives of NG, need to react and propose to the public some novelty and including more pictures and if possible color. The famous yellow frame stressed foliage appeared in 1910, first yellow-cream then more saturated as it is known today. logo marketing consumer
The yellow color in the National Geographic logo represents the sun, which shines everywhere in the world.
A source of great power and energy, it is symbolic of the channel's impressive global popularity. It is from 1962 that the hardwood frame narrows to the benefit of the cover photo to totally disappear in 1979 and to harmonize with the logo of the NGS. What gives the logo that we know today.
3. Different actions why people know and trust National Geographic
Another significant reason for National Geographic being known and trusted is their sponsoring and funding for many significant scientific researches and explorations, for example on April 6, 1909 - Robert E. Peary and Matthew A. Henson were first to reach the North Pole in National Geographic Society-supported expedition. 1997 the National Geographic Society awarded Lee Berger the 1st National Geographic Society Prize for Research and Exploration given for his research into human evolution (Oldest footprints of modern humans ever found). March 1998 - Expeditions Council is created. In its first year, it contributes almost $1 million to fund expeditions to some of the most fascinating, little-known places on Earth. And this is only some of their incredible work, it's quite hard to not to trust them, just the fact that on July 1969 - Apollo 11 astronauts carry National Geographic Society flag to the moon- is pretty amazing. Besides that National Geographic gives grants for young explorers, Its Education Foundation gives grants to education organizations and individuals to improve geography education. Its Committee for Research and Exploration has awarded more than 11,000 grants for scientific research and exploration.
Conclusion
To sum up, Branding and identity design is probably one of the most challenging fields in the life of non-profit organizations. Developing a powerful and dynamic identity is an essential step towards the success of the brand. National Geographic deserves to have trusted image, because of their action and work but also for their brilliant, boldness and creative branding marketing.
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