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HTM705: CHAPTER 8: STRATEGIC BRAND MANAGEMENTB - Coggle Diagram
HTM705: CHAPTER 8: STRATEGIC BRAND MANAGEMENTB
BRAND IMAGE
ROLE
RESULT
AFFECTS
INFLUENCES
COMMUNICATE
WHY IMPORTANT
SUBJECTIVES THAN OBJECTIVES
LIKING AND EMOTIONS
DIFFERENT PEOPLE DIFFERENT OPINION
ATTRIBUTES
PURCHASE AND USAGE SITUATIONS
PERSONALITY AND VALUES
USER PROFILES
HISTORY, HERITAGE, EXPERIENCES
BRAND
DEFINITION
ROLE
BRAND IDENTITY (AAKER 1996)
PERSON
ORGANIZATION
SYMBOL
PRODUCT
BRAND LOYALTY
CONDITIONS
EXPRESSED
DECISION MAKING UNIT
BEHAVIORAL RESPONSE
1 / MORE ALTERNATIVE BRAND
NON RANDOM
PSYCHOLOGICAL PROCESS
Elements of a Two-dimensional Definition of Loyalty
A Framework for Loyalty (Dick & Basu, 1994)
BRAND PERSONALITY
SUCCESS
DISTINCTIVE / DESIRABLE
CONSISTENT
DELIBERATELY MANAGED
FRAMEWORK (AAKER 1997)
COMPETENCE
SOPHISTICATION
EXCITEMENT
RUGGEDNESS
SINCERITY
BRAND EXPERENTIAL VALUE
CONCEPT (SCHMITT 1999)
THINK
ACT
FEEL
RELATE
SENSE
EXPERIENCE REALMS (PINE AND GILMORE 1999)
ENTERTAINMENT, EDUCATION, ESCAPE, AESTHETIC
ACTIVE, PASSIVE, ABSORPTION, IMMERSION
SWEET SPOT
BRAND POSITIONING
UNDERSTAND
WHAT BRAND IDENTITY
CAN COMPETITORS IMITATE
WHAT TYPE IF BRAND
STRATEGIES
PERSONALITY
SOCIAL RESPONSIBILITY
EXPERENTIAL VALUE
BRANDING
Power of Influence (Kapferer, 2008)