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image, Defined as, Helps to define the sender, Bridges the gap between…
Brand identity
Formulation of a brand in terms of what it stands for from the perspective of the organisation that created it; brand image is the perception or interpretation of a brand from outside the org.
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In summary, a brand is a shared desirable and exclusive idea embodied in products, services, places &/ experiences
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Brand reputation
A collective representation of a brand’s past actions & results that describes the brand’s ability to deliver valued outcomes to multiple stakeholders
Built on its interactions with & evaluations by multiple stakeholders, not just consumers
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Brand equity
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Power of brand equity is evident in the purchase of valuable brands by other org’s. E.g. BMW purchasing Rover group
Brand content
Engages consumers to relate to the brand, because it does not talk about its products, but about a domain of mutual interest between brand & its public
Provide content that will engage, help, inform or entertain people which they will want to share
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Care needs to be taken by less controversial offerings to ensure brand content doesn’t cross over into covert marketing of the brand/deliberate manipulation of consumers
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Brands seek to be opinion leaders, shaping tastes and opinions directly through their content
Led to concerns about the power and influence of marketing, especially where consumption has been as potentially harmful
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Logos
Org’s use logo & particular colours to augment the distinctiveness of their brand & help to make them readily recognisable
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