Brand = Product + Identity + Image
Identity: How the company wants the consumer to perceive the brand
Image: How the consumer perceives the brand
Brand Identity:
- Unique set of brand associations
- Represents what the brand stands for
- Implies a brand promise to consumers
Brand Associations
- Informational nodes linked to the brand node in memory
- Contains meaning of the brand as perceived by consumers
- Brand associations come in three major forms
* Attributes
* Benefits
* Attitudes
Brand Essence (Core brand promise/brand mantra)
- Short three to five word expression of the most important aspects of the brand and its core associations
- McDonald's: Fast, Convenient, Tasty
Brand History
Identity: How the company wants the consumer to perceive the brand
Image: How the consumer perceives the brand
Brand Identity:
- Unique set of brand associations
- Represents what the brand stands for
- Implies a brand promise to consumers
Brand Associations
- Informational nodes linked to the brand node in memory
- Contains meaning of the brand as perceived by consumers
- Brand associations come in three major forms
* Attributes
* Benefits
* Attitudes
Brand Essence (Core brand promise/brand mantra)
- Short three to five word expression of the most important aspects of the brand and its core associations
- McDonald's: Fast, Convenient, Tasty
Brand History
Individual Goods-Focus (1900s - 1930s)
Operand resources are resources that have to be acted upon in order to be beneficial
Value focus (1930s - 1990s)
Relationship Focus (1990s - 2000s)
Stakeholder-Focus (2000 - Current)
- Brand as idenfifier
- Output orientation
- Customers as operand and resources
- Brands value through value-in-exchange
Operand resources are resources that have to be acted upon in order to be beneficial
Value focus (1930s - 1990s)
- Brand as functional/symbolic image
- Output orientation
- Customers as operand resources
- Brands are operand resources
- Brand value through value-in-exchange
Relationship Focus (1990s - 2000s)
- Brand as knowledge, relationship partner and promise
- Process orientation
- External and Internal (employees) customers as operant resources
- Brand as operant resources
- Brand value through value-in-use
Stakeholder-Focus (2000 - Current)
- Brand as dynamic and social process
- Process orientation
- All stakeholders as operant resources
- Brand value through value-in-use