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Branding - Coggle Diagram
Branding
Intangible asset organisations
Guarantee future income
Bargaining power with distributors
Facilitate own entries
Royalties through licensing
Deter market entries
Communication device
Premium pricing
Familiarity customers
Consumer loyalty
Consumers
Facilitate identification
Risk of purchase
Confidence
Satisfaction
Facilitate consumers decision-making
Personal values
Cues to information of products
Kapferer's prism
Relationship (E)
Culture (E)
Personality (O)
Reflection (C)
Physique (O)
Self-image (C)
Brand content
Engagement people
Domain of mutual interest
Brand identity
From organisation perspective
Brand image
From consumer perspective
Reputation
External/ multiple stakeholders
Brand equity
Accounting goodwill
Financial value)
Recognition
Recall of the brand
Consumption