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Brand Management: Aligning Business, Brand, and Behaviour - Coggle Diagram
Brand Management: Aligning Business, Brand, and Behaviour
Brand
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Promise
The customer value proposition or benefits communicated by the brand to the customer and/or consumer.
Differentiation
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Definition
Relevant associations or the net value of customer perceptions of a brand, product, or service that sets it apart from the competition. This creates its own customer value proposition.
Behaviour
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Definition
Things that drives people within organization to bring, create, and deliver brand value.
Business
Vision
Describes why a business is doing what it is doing and where a well-executed mission will take them. Best done as an inspiring image of a possible and desirable future state, in order to unite and inspire all stakeholders
Mission
A simply written statement of the current business purpose to provide direction and guide decision making