Please enable JavaScript.

Coggle requires JavaScript to display documents.

Unit 1: Marketing Open Doodles - Studying, What is "Brand"? -…

- - - - All aspects of the brand
        
        The brand image
        
        the values they associate with it.
        
        The brand essence
        
        one core concept which defines the brand. It is expressed in a short phrase or just one word.
        
        The brand promise
        
        the explicit promise the organization makes to its target audiences, including employees ( quality and use of the brand)
        
        The brand vision
        
        the brand vision communicates where the brand is and where the brand can go. It talks about the values the brand at the present and future as well as the communication tools needed to achieve this
  - - - cheaper than its competitors
    - - made exclusively for the retailer that sell it; own-label brand or a private label brand
    - - the best-selling brand in a particular market
    - - the generic brand
    - - high quality brand, more expensive than its competitors
    - - the brand for which a business is best know, and which represents its image most appropriate
    - - two brands working together to create a new product
  - - - The human characteristics associated with
        the brand
    - - The values the brand has today and the
        values it will need in the future
    - - How to take action on the brand vision
    - - Brand values are the code by which the
        brand lives and operates
    - - The language the brand uses to convey its
        values (serious, humorous, etc.)
  - - - what the brand does and how it a
    - - shows how the brand will meet its objectives
        
        Brand extension
        
        to market the brand to new consumers
        
        Brand positioning
        
        to enhance the brand, improving it
        
        Rebrand
        
        change the name
        
        Establish the brand
        
        Stretch the brand
    - - the exposure and interaction a consumer has
        with the brand
    - - Brand behavior
        
        across all possible touchpoints
        
        Out-of-home
        
        TV
        
        At a friend's house
      - Brand experience