BRANDING AND CORPORATE IDENTITY A STUDIO EXPLORATION OF NATIONAL VETERINARY RESEARCH INSTITUTE VOM PLATEAU STATE NIGERIA

ABTRACT

This project report tried to present the branding and corporate identity a studio exploration of National Veterinary Research Institute Vom, Plateau State Nigeria. It has five chapters, chapter one was about the background of the study, the vaccine, statement of the problem, objective of the study, specific objective significance of the study, scope of the study, limitation: problems encountered, methodology. Chapter two observed materials for the review related of works. Chapter three enumerated the materials and methods used in expolring the project. The Chapter deals with analysis of some selected works, Packaging Design, Visual Elements, Drawings and Measurements. This Project report is for those readers who seek to get better  understanding  on  branding  and  corporate  identity  for  National  Veterinary  Research Institute Vom, Plateau State Nigeria.

CHAPTER ONE

1.0 Introduction

1.1 Background of the Study

Branding is the process of developing a company’s brand; including the name, identity system and messaging platform. The brand message is then applied to marketing campaigns and collateral, which are intended to spread that brand message. Brand can also mean a name given to a product for easy identification by costumer or consumer. Corporate identity is not brand, a brand is the idea behind a company’s identity, the impression people have of the establishment. A brand is what a company or establishment stand for, believe in, behave like, and perceived by those that conduct business with it or otherwise experience interaction with it. It’s the collective sum of what an organization stand for. A brand takes time to build, because it’s defined by what others think about it, and such impressions (be it positive or negative) take time to form and build. Branding process involves creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. (Business2community (2015)

Branding  is  the  process through which design and  marketing professionals and  firms  help companies determine who they are and communicate about it. It  is the process of crafting messages and communication materials that will help to form the impressions people will have about that company — the process of developing consistently applied communications that express who the company is. Branding is not only a destination but it  is nearly always an ongoing process that evolves as a company grows.

Wikipedia defines corporate identity as the overall image of a corporation, firm or business in the minds of diverse public, such as customers, investors and employees. It is a primary task of the corporate communications department to maintain and build this identity to accord with and facilitate  the  attainment  of  business  objectives.  It  is  usually  visibly  manifested  by  way of branding and the use of trade marks. Corporate identity comes into being when there is a common ownership of an organizational philosophy that  is  manifest  in a distinct corporate culture. At  its  most  profound, the public feel that  they have ownership of the philosophy. Corporate identity helps organizations to answer questions like “who are we?” and “where are we going?”

Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups. In general, this amounts to a corporate title, logo (logotype and/or logogram)  and  supporting  devices  commonly assembled  within  a  set  of guidelines.  These guidelines govern how the identity is applied and confirm approved colour palettes, typefaces, page layouts and other.

Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to  specific products or  service. The  activities and  thinking that  go  into  corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Wikipedia (2015)

Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touch points. These include logo, customer service, treatment and training of employee, packaging, advertising, stationery and quality of products and services. Any means by which the general public comes in contact with a specific product constitutes a touch point that can affect perceptions of the corporate brand. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company’s products or services.

Corporation is a company or group of people authorized to act as a single entity (legally a person) and recognized as such in law. The word corporation is most used to describe large business corporations. A corporate identity is the overall image of a corporation, firm or business in the minds of diverse public, such as customers, investors and employees. It is usually visibly manifested by way of branding and the use of trademarks.

Business dictionary define identity as the visible elements of a brand (such as colours, design, logotype, name, and symbol) that together identify and distinguish the brand in the consumers’ mind.  The  improper  and  inadequate  branding  for the  Institute  motivated  the  researcher  to research on proper visual studio exploration for NVRI. The misinformation, non-educative, non- advertisement at the Institute because of branding motivated the researcher to carry out the research. Inadequate branding  in  developing countries of Africa  like  Nigeria  has  profound consequences and effects on their economy.

It’s pertinent for the researcher to define advertisement as relation to branding and corporate identity because these are all forms of advertisement and communication. Advertisement by Wikipedia  is  a  form  of marketing communication  used  to  persuade  an audience to  take  or continue some action, usually with respect to a commercial offering, or political or ideological support. In Latin, ad vertere means “to turn toward”. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various media; including mass media such as newspaper,  magazines,  television  and  radio  advertisement,  outdoor or direct  mail;  or new media such as blogs, websites or text messages.

Now are days, all form of advertisements are in vogue by means branding in form of car, school, house t-shirt, faze cap, posters, billboards, web, and so on.

1.2 NVRI (National Veterinary Research Institute)

NVRI is located in Vom, Plateau State Nigeria where researches on veterinaries are been carried out. This institute was established in South and West Africa to combat the first panzootic of Rinderpest in West Africa that occurred between 1885-1890, that caused deaths of over 90% of the cattle population. The second wave of the panzootic occurred between 1913 and 1914 and culminated in a drastic reduction of cattle population from 9.01million to 2.7 million. The Institute is endowed with highly trained manpower with experienced research Scientist in varied fields of Veterinary Sciences and other fields of Applied Sciences and a number of Medical Laboratory and Animal Husbandry Scientists. The institute is also engaged in research for the development of new vaccines or other methods of disease control to combat emerging diseases of livestock and poultry. The improvement of vaccines production is the Institute’s primary area of focus. NVRI (Annual Reports 2013)

The NVRI has mandate by virtue of the Agricultural Research Institute Decree 35 of 1975, the name Federal Department of Veterinary Research was changed to National Veterinary Research Institute (NVRI) and has its Mandate as follows: To conduct Research into all aspects of animal diseases, their Treatment and Control. To  develop and Produce animal Vaccines, Sera and Biological to  meet  the  National demand  to  provide  Surveillance and  Diagnosis of animal diseases. To introduce Exotic Stock for improved egg, meat and milk production. To provide Extension Services to poultry and livestock farmers. To Train intermediate Manpower in Veterinary Laboratory Technology and Animal Health and Production Technology. The Veterinary Institute is committed to research excellence and the production of standard quality

vaccines for the livestock industry. The mission statement is “To be the foremost Veterinary Research Institute in Africa, producing international quality vaccines and offering services for the identification, control, and eradication of economically important livestock diseases, through best practices, research excellence, and applying modern technology, with highly trained, experienced and motivated personnel”. NVRI Annual Report (2013)

1.3 The Vaccine

Encyclopedia  defines   vaccines   are   their   major   products  for   different   animals   against virus/diseases would be more concentrate upon as studio exploration. There are thirteen (13) different types for treatment of different animals. Vaccine, an antigenic substance prepared from the causative agent of a disease or a synthetic substitute, used to provide immunity against one or several diseases. A vaccine typically contains an agent that resembles a disease-causing microorganism and is often made from weakened or killed forms of the microbe, its toxins or one of its surface proteins. The agent stimulates the body’s immune system to recognize the agent as foreign, destroy it, and keep a record of it, so that the immune system can more easily recognize and destroy any of these microorganisms that it later encounters. Other products are eggs, birds, (quails, duck, and chickens). They also carry laboratory research on veterinary as a whole and have branches all over the nation.

1.4 Statement of the Problem

One of the problems in Nigerian products is lack of proper packaging. The statement is pertinent at  this time when they are different ways these products are being  branded with different materials therefore giving wrong information. Non-educative, non-advertisement for the wrong material used in the Institute. These lack of adequate designed branding for NVRI, motivated the

research to carry out the research. The major problem of this study arises as a result of improper packaging and branding.

The researcher therefore, intend to explore a studio approaches in branding the largest vaccines produce Institute in West Africa, National Veterinary Research Institute (NVRI) located in Vom, Plateau State, Nigeria to; Promote; Advertise; inform, identified, market, etc.

1.5 Objective of the Study

The objective of this study is to brand, promote and advertise NVRI, Vom products. Branding and corporate identity play a vital role in any institute for a swell marketing and advertisement. The researcher will therefore explore studio approaches for the branding and corporate identity:

a.   Use the studio exploration as a means of information, to the end users in the community at large.

b.   The branding will promote the products and the Institute at large.

c.   To   design   various   visual   ways/means/methods   that   will   advertise,   inform   and communicate about the institute and their products to the nation.

d.  To promote the uses of the vaccine for animals.

e.   For easy identification of the product from others or fake products in the market.

1.6 Specific Aim

To explore various studio exploration/design for effective visual communication for the vaccines and NVRI at large. This comes in form of branding and corporate identity in relation to colours, materials, forms, fonts with principle and elements of design, for their logo, poster, billboard, flyer, calendar and so on.

1.7 Significance of the Study

This project paper will help in branding NVRI for effective visual communication and her products. It will also advertise and promote the products and the institute. It will also serve as a means of communication/information dissemination to the commuters. Majority of farmers, poultry and dog owners will be aware of the vaccines, the major product of the institute. It will add to literature in the area of visual communication.

1.8 Scope of the Study

This project research is restricted studio exploration for effective visual communication for branding and corporate identity of NVRI, Vom.

1.9 Limitation

Finance has been the major limitation not only in life but in arts material. Most of machines to produce/explore the process of branding NVRI are quite expensive therefore making it difficult to access. Time constraints cannot be overstretched, that has limited most thing in life generally let alone in this studio exploration. The technologies aspect of this studio exploration are not easily come by such as Lab photo printer, Direct Image (DI) printer. In Nigeria, most of the visual softwares like adobe CS 6/CC, web creator, blender, for the design are not authentic, and even aperture software designed for only Mac (apple system) and not for windows therefore making the design limited to access and soon expired. Another limitation is getting pictures of poultry, dog owners, and famers administering the vaccine to cows because of insurgent in the north as the time of filing the report. The nature of copy right protection could not allow me to enter   some   of   the   laboratories   in   the   institute   to   take   data   was   another   concern.

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