Lecture 4 - 10/13/2010 1 Identity Imag Branding Metrics...

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Unformatted text preview: 10/13/2010 1 Identity Imag Branding Metrics Identity vs. Image How we see ourselves... How others see us... Zeenat Jabbar Brand Metrics for EMBA2K9 IDENTITY AND IMAGE Image: The way a public perceive the Identity: The way a company aims to identify or position perceive the company or its product or position itself. Zeenat Jabbar Brand Metrics for EMBA2K9 10/13/2010 2 DEFINITION ´ Brand identity is a unique set of brand associations that the brand strategist aspires associations that the brand strategist aspires to create or maintain. ´ These associations represent what the brand stands for and imply a promise to customers stands for and imply a promise to customers from the organization members. Zeenat Jabbar Brand Metrics for EMBA2K9 DEFINITION ´ A brand identity provides direction, purpose and meaning for the brand and meaning for the brand. ´ It is central to a brand’s strategic vision and the driver of one of the four principal dimensions of brand equity: 1 Associations 1) Associations, which are the heart and soul of the brand. Zeenat Jabbar Brand Metrics for EMBA2K9 10/13/2010 3 ASPECTS OF BRAND ´ BRAND IMAGE « How the brand is now perceived ´ BRAND IDENTITY « How strategists want the brand to be perceived...
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This note was uploaded on 02/11/2011 for the course MKTG 320 taught by Professor Johnson during the Spring '11 term at St. Cloud.

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Lecture 4 - 10/13/2010 1 Identity Imag Branding Metrics...

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