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Branding (Brand Names (Kohli & LaBahn (Five step naming process),…
Branding
Brand Names
Coined
Arbitrary
Suggestive
Descriptive
Generic
Kohli & LaBahn
Five step naming process
Definition
Sign, Symbol, Design
Identifies goods/services
Differentiation
Unique added values
Communities
No fans, no brand
Consumer
Matches needs better than others
Shared, desirable, exclusive
embodied in products & services
Brand Reputation
External Evaluation
Collective past actions
Brand Tribalism
Brand equity
Monetary Value
Brand recognition
Spontaneous recall
Brand Identity
Organisations
Perspective
Message sender
Brand Image
Consumers
Perspective
Message recipient
Brand Content
When not talking
about products
Packaging
Brand perception
Kapferer's Brand
Indentity Prism