-Identity
-A way to distinguish one company from another
-Representation
-Image as a particular company
-Design is a big profit
-Tangible aspects
-Communication of aspects
Statement
- Loyalty from customers
- Communicate the values as a company or organization
Business Dictionary defines it as "The process involved in creating a unique name and imagefor a product in the consumers' mind, mainly throughadvertising campaigns with a consistent theme. Brandingaims to establish a significant and differentiated presence in the market that attracts and retains loyal customers."
Main aspects
-Essence
-Vission
-Values
-Mission
-Positioning
Ex
Disney- a magical vibe; Company should stick to the same essence, if re-directed could loose many customers.
Brands contain valuable assets, a brand has a specific reputation that it wishes to maintain in order to provide a perfect image of their company to the consumer. Tiger Woods a famous golfer was used as the face of Nike and other companies, after being caught in a scandalous act he did not only affect his career but also affected the companies he used to represent. When being the face of a well known company one must think of the impact he/she will cause and what harm his actions may bring to such a big company.
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