The complexity of brands and branding 9

The complexity of brands and branding 9 - Effects a....

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Effects a. Essence (Brand Essence is a way of articulating the emotional connection and lasting impression -- usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand. Said another way, Brand Essence characterizes what a brand stands for in the minds of customers and stakeholders. It embodies the brand's core competencies, advantages, culture and values. (From: http://www.articlealley.com/article_51373_15.html ) b. Perception (See: http://www.slideshare.net/ContextBranding/brand-perception-the- 10-brand- triggerpoints-presentation ) c. Associations Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example- The Nike Swoosh, Nokia sound, Film Stars as with “Lux”, signature tune Ting-ting- ta-ding with Britannia, Blue colour with Pepsi, etc. Associations are not “reasons-to-buy” but provide acquaintance and differentiation that’s not replicable. It is relating perceived qualities of a brand to a known entity.
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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 9 - Effects a....

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