According to Ollins (2008), the basic notion around which the brand should be build is a core idea, that must be clearly seen in everything that an organisation is doing, everything it produces and owns. Consistent performance and straightforward concept must be obvious to every single representative of the potential consumer public. Such consistency of the vision and organisational purpose is forming a strong base for developing a successful branding programme.
The four main areas through a brand emerges are the following:
In this particular concept introduced by Ollins (2008), the four vectors of brand tangibility are described as follows:
Product - stands for what the organisation manufactures or sells
Environment - includes the physical ambience of the brand (such as store and office layouts)
Communication - the way that the company portrays its image to the external as well as internal audience
Behaviour - the deeds and actions of the employees of the company, organisational culture
It is believed that every organisation is getting into a slowdown period when the previously informal or not stressed out core idea needs to be revealed or rediscovered. And that is exactly the time when the comprehensive and self-aware branding programme must be introduced. "The corporate brand makes the organisation's core idea and strategy visible and tangible"- suggesting Wally Ollins in The Brand Handbook (2008).
Reference:
Ollins, W (2008) The Brand Handbook. pp.24-43. London: Thames & Hudson
The four main areas through a brand emerges are the following:
In this particular concept introduced by Ollins (2008), the four vectors of brand tangibility are described as follows:
Product - stands for what the organisation manufactures or sells
Environment - includes the physical ambience of the brand (such as store and office layouts)
Communication - the way that the company portrays its image to the external as well as internal audience
Behaviour - the deeds and actions of the employees of the company, organisational culture
It is believed that every organisation is getting into a slowdown period when the previously informal or not stressed out core idea needs to be revealed or rediscovered. And that is exactly the time when the comprehensive and self-aware branding programme must be introduced. "The corporate brand makes the organisation's core idea and strategy visible and tangible"- suggesting Wally Ollins in The Brand Handbook (2008).
Reference:
Ollins, W (2008) The Brand Handbook. pp.24-43. London: Thames & Hudson
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