The complexity of brands and branding 2

The complexity of brands and branding 2 - Concepts Basics...

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Concepts Basics Brand A brand is the identity of a specific product , service , or business[1] [ page needed ]. A brand can take many forms, including a name , sign , symbol , color combination or slogan . The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark . The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. (From:http:// en.wikipedia.org/wiki/Brand) Communication Aspects a. History b. Charter c. Platform Includes: Brand Vision, Brand Mission, Brand Values, Brand Personality Brand Tone of Voice. d. Statement We’ve all heard of mission statements and vision statements, but what about brand statements? I think a brand statement is a critical element of strategic planning that should be written at every level of a business. In other words, a corporate brand statement should be created as well as brand statements for each business unit, branded product line, and so on. (From:
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This note was uploaded on 03/09/2012 for the course ADV 843 taught by Professor Dr.keithadler during the Spring '11 term at Michigan State University.

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The complexity of brands and branding 2 - Concepts Basics...

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