Part C:
The message of this advertisement is “Brand adds margin: In a world that seems to have declared war on profitability, brand is one of the few ways to secure increased margin.” The receivers of this message might be an organization that interested on improving their brand image. The target audiences or receivers might understand that the decreased in market share and profit margins can be improve by the management of brand and identity. By this understanding DNA design can provide the solutions, for example, the redesign of logos, develop brand strategy and develop alternative channel of communication and brand repositioning.
Step 2:
In the business world nowadays, they are many brands in the marketplace and they compete for the same customers. The marketing and advertising strategy are very important to gain the customer awareness and remain their profitability. In this advertisement message, the meaning and value of branding being communicate.
Meaning
From my understanding the communication message from DNA Design Company to their target audiences is that they try to illustrate the meaning of the services they provide and also the important of the branding and corporate image. They try to show that branding and image of organization is the intangible asset that companies have to maintain in order to secure their market share and profit margin. This advertisement message clearly illustrates the value and advantages of brand management. The prospect audiences from this message can interpret the meaning and understanding what the company trying to communicate their services to them, which also, provides their current clients to show their quality and reputation of the company.
Logo and Name
From the company logo and name they used big DNA alphabet and the word design underneath. According to biochemistry dictionary DNA is a long linear polymer found in the nucleus of a cell and formed from nucleotides and shaped like a double helix; associated with the transmission of genetic information (WordNet, 2003). I would like to analyze as the company structure consist of different part such as people, goals, strategy, technology and skills that link together to produce good services for customer.
Values
DNA Design Company builds the value to their customer by offering the varieties of services. Branding can help to increase the product and brand value in the society. Consumer in the marketplace might purchase the product instead of other products because the images of the product they perceived higher than it competitors. Many large corporations such as Coca Cola, IBM, Telecom and BMW, their brand image very valuable. The value of brand image can help the company to generate profit and maintain their market leader better that other marketing strategy. Create brand image and identity increase organization value through the society. For example, All Black Rugby teams become brand name and create the value for the product such as sport shirt, jacket, towel and souvenirs. In our daily life, we buy many products and services from many companies. The products are same function and utility but some consumers willing to pay more for brand names products. I think the audiences from this message, in this case it might be organization, and from the message the companies know exactly what the value that DNA Design Company offer to them by secure their increased margins in the competitive environment.