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HOW TO BUILD AN ICONIC BRAND (2) - Coggle Diagram
HOW TO BUILD AN ICONIC BRAND
(2)
MIND-SHARE
APPROACH
Goal: beign the first brand recalled when thinking of a category (fast food = mcdonald)
PROS
Long-term loyalty through mental associations
A brand who has: clear position, easy to be recalled and associated with specific qualities/attributes (es. Apple=innovative)
CONS
Focuses more on the brand perceptions than direct engagement with customers
EMOTIONAL BRANDING
Creating a deep emotional connection with consumers through feelings,experiences, storytelling ("how it makes consumers feel")
PROS
Builds strong loyalty, helps to stand out by appealing human needs
CONS
Long- term consistency (single misstep can damage the trust), harder to measure since it's "sentimantal based"
CULTURAL BRANDING
Turning brands into symbols of cultural movements, ideologies, collective identities.
CONS
Deep emotional and ideological loyalty, create long-lasting cultural relevance
PROS
Can alienate some audiences if there is a strong stand; continuous adaptation to cultural shifts.
ADVERTISING
New idea of shaping the USA national identity, reinforcing the idea of modernity and redefining societal values
USA (1920):
New consumer culture era, driven by economic prosperity, mass production, expanding adv industry