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Branding (Brand Architecture and Naming (Trademark Potential (Coined,…
Branding
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Brand Identity Prism (Kapferer, 2012)
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Concise, sharp and interesting
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Brand Reputation
A collective representation of a brand's past actions and results that describes the brand's ability to deliver valued outcomes to multiple stakeholders (Harris, 2002)
Brand Equity
The monetary value of the psychological goodwill which the brand has created over time (Kapferer, 1997)
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A Brand is a shared desirable and exclusive idea embodied in products, services, places and/or experiences (Kapferer, 2012)
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