241 W12 Chapter 9 Innovation

241 W12 Chapter 9 Innovation - Chapter 9 Part One ( brand...

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Chapter 9 Part One
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brand (‘brand) n. ( Your brand is not your brand symbols. Your brand is a perception that exists in the minds of your constituents about your relevance and promise of value. Your brand is the sum total of the impressions formed through exposure to your touchpoints . perception not minds constituents relevance promise sum touchpoints
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Attributes Functional Benefits Emotional Benefits Values of User Personality “Brand Essence” Know who you are in the Mind of your Core Consumer The Brand Pyramid Toughest part but most important.
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Brand Identity Visual Elements Verbal Elements Visceral Elements
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Magical Family Entertainment Visual Branding Picturing Symbolizing Animating:
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Magical Family Entertainment Verbal Branding Naming: Wording: Unique Vocabulary for Brand Describing: Catch Phrases Cast Members
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Magical Family Entertainment Visceral Branding Sound: Disney Jingle Texture: What is it feel like to be there? Physically and Emotionally? Scent: Cotton Candy
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Brand Identity Visual Elements 1. Picturing 2. Symbolizing 3. Animating Verbal Elements 1. Naming 2. Wording 3. Describing Visceral Elements 1. Sound 2. Texture 3. Scent
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Nourish a Long-Term Emotional Commitment The Relationship, The Feeling, The Performance
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1. I am currently performing in the following key roles (family, school, church, social, physical, educational, work, etc.). 2. I am known for (2-4 items); by next year at this time, I plan also to be known for (1-2 items). 3. My current work project is provocative and challenging to me in the
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This note was uploaded on 02/29/2012 for the course BUS M 241 taught by Professor Swenson,j during the Winter '11 term at BYU.

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241 W12 Chapter 9 Innovation - Chapter 9 Part One ( brand...

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