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Branding, Bridges sender & recipient # #, Mixed, Specific objectives 2…

- - - - Communication
        
        Nutrition
      - Sustainable
      - Secure product
  - - - Arbitary
      - Suggestive
      - Generic
      - Descriptive
      - Coined
      - Mixed
- - - - Price
      - Customised
      - Reduced reputation risk
      - Customer relationship
  - - - e.g. Harley Davidson
      - Star Wars
      - Nutella
  - - - Consumerism
    - - People first
      - Marketeer's intentions
      - Ethical principles
      - Stakeholder orientation
- - - - Consumers connected through brand
    - - Evaluations
      - Interaction
  - - - Collaboration
      - Dialogue
      - Creation
    - - Consumer manipulation
      - Dubious consumer benefits
        
        Risk censorship
    - - Content people will share
      - Opinion leaders
      - Beyond their products
  - - - Recognition
      - Brand comsumption
      - Considerations of buyers
  - - - Define sender
        
        Physique
        
        Personality
      - Define recipient
        
        Reflection
        
        Self-image
- - - - Consumers + external audiences
        
        Positive / Negative