An identity. Think of a brand like a person; they have a personality. Brands can be a name, logo, slogan or colour combination. A brand is how the owner of the business whats their product to be communicated; how its perceived.
- A brand name is a trademark (it cannot be used by anyone else)
- A brand is a products personality; USP (unique selling point)
BRAND EXPERIENCE, BRAND IMAGE
Feelings, thoughts, beliefs, attitudes
This psychological aspect is referred to as "brand image" and exists in the minds of people made up of information and expectation of the brand.
BRAND AUDIENCE
A brand is nothing without an audience. A brand is only as good as its response to it.
- "Opinion formers". Crucial small group of people. This elite group of people make trends, they don't follow them.
- No brand could exist without their target audience believing in them
- Brands are constantly equiring feedback from their target market about certain products. They should work to advocate their audience opinion.
BRAND IDENTITY
The outward appearance of a brand; name, logo, campaign.
- The nugget of information about the brand that will hook the consumer.
Brand identity is created by the brand owner, it therefore only reflects how the owner wants the brand to be perceived.
- Contrast brand image whereby brand image is due to the audience perception.
BRAND STRATEGY AND MANAGEMENT
Core market in the middle. What the brand is known for; (Dior, haute couture)
Outer, peripheral market and brand extension; perfume, leather goods etc.
Unrelated market; some brands tapping into other markets; Missoni hotel Scotland.
Brand strategy, a long term plan for developing a successful brand.
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