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Learning Objectives Describe elements in the Brand Identity Pyramid Personality Core Brand Values Brand Essence
Learning Objectives Describe elements in the Brand Identity Pyramid Personality Core Brand Values Brand Essence
Learning Objectives
Describe elements in the Brand Identity Pyramid
Personality
Core Brand Values
Brand Essence
Identify the different types of brand elements
List the general criteria for choosing brand elements
Describe key tactics in choosing different brand
elements

BRAND MANAGEMENT

Dr Gary Gregory

MARK5821

Apple vs. PC guy
Apple vs. PC guy
Describe key tactics in choosing different brand elements BRAND MANAGEMENT Dr Gary Gregory MARK5821 Apple vs.
Describe key tactics in choosing different brand elements BRAND MANAGEMENT Dr Gary Gregory MARK5821 Apple vs.
Dimensions of Brand Personality (Aaker, 1997) Personality Nike Brand Identity Prism
Dimensions of Brand Personality (Aaker, 1997)
Dimensions of Brand Personality (Aaker, 1997)
Dimensions of Brand Personality (Aaker, 1997) Personality Nike Brand Identity Prism
Dimensions of Brand Personality (Aaker, 1997) Personality Nike Brand Identity Prism
Dimensions of Brand Personality (Aaker, 1997) Personality Nike Brand Identity Prism

Personality

Nike Brand Identity Prism

Personality Nike Brand Identity Prism
Brand Archetypes – based on Personality Core Values – derived from Mission and Vision Defining
Brand Archetypes – based on Personality Core Values – derived from Mission and Vision Defining

Brand Archetypes based on Personality

Core Values – derived from Mission and Vision
Core Values – derived from Mission and Vision
Defining Core Brand Values
Defining Core Brand Values
Brand Archetypes – based on Personality Core Values – derived from Mission and Vision Defining Core
https://www.youtube.com/watch?v =IHcWPVbDArU
https://www.youtube.com/watch?v
=IHcWPVbDArU
https://www.youtube.com/watch?v =IHcWPVbDArU https://www.youtube.com/watch?v=dxyo2dO W6lA
https://www.youtube.com/watch?v =IHcWPVbDArU https://www.youtube.com/watch?v=dxyo2dO W6lA
https://www.youtube.com/watch?v =IHcWPVbDArU https://www.youtube.com/watch?v=dxyo2dO W6lA
https://www.youtube.com/watch?v =IHcWPVbDArU https://www.youtube.com/watch?v=dxyo2dO W6lA

https://www.youtube.com/watch?v=dxyo2dO

W6lA

Types of Brand Elements Logos and URLs Brand Names Symbols SlogansCharacters Jingles Packaging
Types of Brand Elements
Logos and
URLs
Brand Names
Symbols
SlogansCharacters
Jingles
Packaging
Guinness Brand Essence
Guinness Brand Essence
SlogansCharacters Jingles Packaging Guinness Brand Essence Brand Names - examples Brand Names – need to be
Brand Names - examples
Brand Names - examples
Brand Names – need to be memorable
Brand Names – need to be memorable

Criteria for Choosing Brand Elements

Brand Names – need to follow from strategy
Brand Names – need to follow from strategy
Brand Names – successful associations
Brand Names – successful associations

Brand Names link with promise

Research Brands Example: Men’s Grooming in South Korea Steps to Research Country/Industry 1. 2. From
Research Brands
Example: Men’s Grooming in South Korea
Steps to Research Country/Industry
1.
2.
From Library homepage
a.
b.
c.
d.
e.
Within Passport Euromonitor Portal your first task is to determine the following:
Databases
Subjects: Business - Country information and statistics
Select Passport GMID
Click on Passport GMID - Euromonitor
Accept Terms. You should now be in Passport Euromonitor Portal
a.
b.
c.
d.
e.
Size of Market (trends, performance over time)
Distribution (channels, trends)
Competitive Landscape (mkt shares: company, brands)
Prospects for industry sector
Specific analysis by product sector, brand, etc.