Brand identity and brand image
1. What is the difference between brand
identity and brand image?
Brand
Identity Definition:
The visible elements of a brand (such
as colours, design, logotype, name, symbol) that together identify and distinguish
the brand in the consumers' mind.
Brand Identity Keywords:
· Physique
· Personality
· Culture
· Self-Image
· Reflection
· Relationship
Brand Image
Definition:
The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and
shortcomings). Brand image is developed over time through advertising campaigns
with a consistent theme and is authenticated through the consumers' direct
experience.
Brand Image Keywords:
· Capabilities
· Personality
· Internal Culture and Values
· Shared Values and Community
· Aspiration Self- Image
2. Compare different brand identity
models:
Kapferer's brand identity prism
David Aaker Brand identity planning model
3. How does brand identity and brand
image affect business?
- Positive brand creates business success
- Impact on sales
- Impact on market shares
- Meeting the wants and needs of target group
- Connecting with consumers
- Power of branding and marketing can be more effective than low prices
- Gain customer loyality
Sources
https://www.google.fi/search?q=brand+identity+prism&source=lnms&tbm=isch&sa=X&ved=0ahUKEwibl4T_y-_KAhWlO5oKHQCfCDAQ_AUIBygB&biw=1280&bih=611#imgrc=YAYfFsCIPCaCvM%3A
https://www.google.fi/search?q=brand+identity+aaker&source=lnms&tbm=isch&sa=X&ved=0ahUKEwix8IvDze_KAhVoQpoKHe3LBnUQ_AUIBygB&biw=1280&bih=611#tbm=isch&q=aaker+brand+identity+planning+model&imgrc=7hYo-HuGL0-TJM%3A
Keine Kommentare:
Kommentar veröffentlichen