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– AL RIES
• All colours are not created equal in the eye of the beholder.
• Colors on the red end of the spectrum are focussed
slightly in front of the retinas in your eyes.
• Therefore a red color appears to move toward your eyes
while you are looking at it.
• Colors on the blue end of the spectrum, on the other hand
are focused slightly behind the retinas in your eyes.
• A blue color appears to move away from you.
• Because of these physical reasons, red is the color of
energy and excitement.
• Blue is opposite.
• Blue is peaceful and tranquil.
• Blue is a laid-back color.
• In the world of brands, red is a retail color used to attract
attention.
• Blue is a corporate color used to communicate stability.
For e.g Coca-cola red , IBM blue.
• Pepsi is blue – opposite of coke (red)
• Kodak is yellow, so Fuji picked green
• Caterpillar—yellow
• UPS—brown
• Federal Express--- orange and purple.
• White is the color of purity
• Black—luxury—Johnnie walker Black Label.
• Green is the color of environment
• )The law of borders:
there are no barriers to
global branding. A brand should know no borders
• Since value lies in the mind of the consumer, the
perception of where the brand came from can add or
subtract value. Does anyone doubt the value of:
Watches from Switzerland
Wines from France
Automobiles from Germany
Electronic products from Japan
Clothing from Italy
Toyota, Honda, Nissan are global brands with
Japanese perceptions.