Please enable JavaScript.
Coggle requires JavaScript to display documents.
Branding - Coggle Diagram
Branding
Architecture and naming
Strong brand endorsement
Weak brand endorsement
Company brand name
Bitzer
Individual brand name
Varipack
Varispeed
Varistep
Convey beneficial inferences
Types of name
Suggestive
Infers nature and benefits
Descriptive
Describes characteristics
Arbitrary
Using existing word
Generic
Synonymous with product category
Coined
Made-up word
Non-meaningful
Juliet principle
Meaningful
Joyce Principle
Typical approach
Evaluate names
Choose name
Create candidate names
Register trademark
Specify objectives
Logos
Compliment brand name
Instantly recognisable
Definition
Community
Followers
Unique added value
Desirable and exclusive idea
Services
Places
Products
Experiences
Key concepts
Reputation
External evaluation
Multiple stakeholders
Equity
Value created
Identity
Purpose
Vision
Values
Coherent
Consistent
Strong
Altered by perception
Can be mismatched
Sender
Receiver
Kapferer (2012)
Culture
Ideology
Relationship
Relation to customers
Bridge gap
Personality
Character traits
Defines sender
Reflection
Type of users
Define recipient
Physique
Core physical features
Self-image
Content
Engages viewers
Deliver message
Advertise
Entertain
Respect boundaries
Inform
Packaging and labelling
Imagery
Storytelling
Information
Security
Tamperproof
Confidence
Sustainability
Role
Organisations
Key tangible asset
Position
Values
Core idea
Guarantee income
Enable premium pricing
Deter market entry
Facilitate opening of new markets
Increase bargaining power
Use as a communication device
Command royalties
Encourage loyalty
Breed familiarity and comfort
Consumers
Identification
Quality
Cost
Service
Information providers
Facilitate decision-making
Stimulate emotional rewards
Inspire trust and confidence
Communicate associations
Reduce perceived risk
Evoke feelings
Positive
Negative