Brand iconography
Marion AdlerAbstract
Brands are complex. However, brands are no metaphysical, abstract constructs. Mostly, they are accompanied by very concrete perceptions and images and form an associative inner mental picture in the consumers' mind. We call it BRAND ICONOGRAPHY, the nature of brand perception - its expression is poly-sensual relating to the senses a brand covers. Brand management and communication is successful only when abstract brand messages are translated into specific, concrete signals.Examples will be shown from the FMCG and RX category with the audience consumers and doctors, to illustrate the power of images within the connections of abstract brand promise and concrete iconographic signals.
Marion Adler
Marion Adler lives in Frankfurt am Main and studied Social Sciences at the University of Nuremberg. She joined Icon Added Value in 1998. In her position as Senior Manager she is responsible for national and international market research and consulting projects for brands, communication and innovation. Marion has a substantial expertise in brand research and innovation as well as copy testing and advertising tracking and is mainly working for clients in the area of food, pharmaceutical products and FMCG. In 2003 – 2004 she spent 15 months in New York City, supporting the IAV office.
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