chapter2 - Chapter 2 Branding Identity and Image Strategy...

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Chapter 2: Branding Identity and Image Strategy
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Brands, much like people, have unique personalities What personality is Apple trying to portray in its commercials? http://www.apple.com/getamac/ads
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Brand identity The company or brand’s presentation of itself Strategically planned to gain a positive image in the minds of the public
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Brand identity elements Name Logo Tagline Color palette Architecture and Interior Design Sounds Brand icons
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The arrow in the logo promotes speed & precision
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AFLAC The name AFLAC” is more memorable than “American Family Life Insurance Company” The duck brand icon that quacks “Af-laccck!” makes the name even more memorable Tagline, “We’ve got you under our wing,” adds meaning to the brand
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What do taglines say about their brands? A diamond is forever (DeBeers) Imagination at work (General Electric) American by birth. Rebel by choice. (Harley Davidson)
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