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Reading 22 - Branding (Harris, 2017) - Coggle Diagram
Reading 22 - Branding (Harris, 2017)
Key concepts
Brand identify
Kapferer's brand identity prism
Brand reputation
Brand equity
Brand content
Roles (Organisations)
Guarantee future income
Enable premium pricing
Stop competition
Own entry to new markets
Bargaining power
Royalties through licensing
Communication to customers
Identifying opportunities and increase sales
Consumer loyality
Roles (Consumers)
Cost
Provide information on products
Decision making
Inspire trust and increase confidence
Reduce risk
Communicate satisfaction
Emotional rewards
Brand name formulation
Brand name spectrum
Types
Coined
Arbitrary
Sugestive
Descriptive
Generic
Brand name process (5 step)
Logos
Packaging and labelling