Brand Culture Brand Identity

1543 Words7 Pages
Chapter 3
3.1 Brand The brand is and has been defined in many different ways over the years Depending on the perspective from which the brand is perceived. The brand is linked to the identification of a product and the differentiation from its competitors, through the use of a certain name, logo, design or other visual signs and symbols. The American Marketing Association has defined the brand has name, term, sign, symbol or design. Or a combination of them which is intended to identify the goods or services of one seller for a group of sellers and to differentiate them from those of competitors.

3.2 ASPECTS OF BRAND
3.2.1 Brand architecture Brand architecture is the structure that organizes the brand portfolio. It defines brand roles and
…show more content…
Brand communities take place in Intermit-based settings, in geographically bound clubs. The emergence of brand communities implies a shift in negotiation power between marketer and consumer as consumers claim more power when acting is groups.
3.2.3 Brand
…show more content…
There are many different perceptions of what the brand identity consists of. But the more common definition of brand identity is that it is a set of associations the brand strategist seeks to create or maintain. If the brand identity is both unique, distinct, and clear expressions of what the brand is all about as well as long lasting, then it can create the basis of a solid, coherent and long lasting brand and be the driver of all brand related activities.
3.2.7 Brand Image The image of the brand is the perception of the brand by consumers. The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand.
3.2.8 Brand Loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping

More about Brand Culture Brand Identity

Open Document