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Introduction to branding - Coggle Diagram
Introduction to branding
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DEFINING A BRAND
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'a brand is a shared desirable and exclusive idea embodied in products, services, places and/or experiences' (Kapferer, 2012, p.10)
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KEY CONCEPTS
brand reputation
a collective representation of a brand's past actions and results that describes the brand's ability to deliver value outcomes to multiple stakeholders' (Harris, 2002)
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brand content
'what does the brand have to say when it is not talking about its products' (Kapferer, 2012, p.142)
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must ensure that brand content does not cross over into covert marketing of the brand or deliberate manipulation of consumers
brand identity
brand identity is what the brand stands for from the perspective of the organisation that created it
brand image is the perception/interpretation of a brand from outside of the organisation (e.g., by consumers)
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brand equity
'the monetary value of the psychological goodwill which the brand has created over time' (Kapferer, 1997, p.24)
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PACKAGING AND LABELING
imagery and information on packaging sends a message to consumers about their purchasing decisions and tells when whether the the product is likely to meet their needs
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