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Branding (Key concepts (Brand Content (content which connects audience…

- - - - strong and coherent
    - - outsiders perception
    - - Kapferer's brand identity prism
        
        left hand side
        
        visible facets
        
        outward physique, relationship, reflection
        
        right hand side
        
        internalised brand
        
        spirit
        
        personality, culture, self-image
        
        strong prism
        
        concise
        
        sharp
        
        interesting
        
        few words
        
        each facet has different words
        
        strong words
  - - - built on its interactions with & evaluations by multiple stakeholders
        
        elements which influence perception
        
        advertising
        
        used
        
        others using
        
        media
        
        wider marketing
    - - e.g. social media influencer's sponsored by brands to attract other customers
  - - - engaging
      - helpful
      - informative
      - entertaining
    - - customers not interested in online sales pitches
    - - ethical concerns around power of marketing
        
        e.g. harmful content
        
        should not be manipulative
- - - - company as name
        
        e.g. Emirates
      - strong company endorsement
        
        Apple iPod
      - weak company endorsement
        
        Nestle - Kit Kat
      - individual brand name
        
        Butterkist
      - all four can be used by one company
        
        e.g. Ferrero
    - - 1. coined
        
        made up word
        
        AXA
      - 2. arbitary
        
        existing word with no previous relation to the company or its offerings
        
        Amazon
      - 3. suggestive
        
        inferring the nature of benefits of the company or its offerings
        
        Sunblest
      - 4. descriptive
        
        describes characteristics of company/ offering to help understanding of what it does without previous knowledge
        
        Gutter Cleaning London
        
        easier to remember
        
        preferred over non-meaning names
        
        too descriptive may hinder future growth
      - 5. generic
        
        synonymous with the product
        
        cellophane
      - brand naming process can be used
  - - - qualities
      - heritage
  - - - is it appealing
      - does it meet their needs
    - - food
        
        no tampering
- - - - formulated to compete in online marketplace
      - encapsulates a community of fans rather than a buyer/ seller