Brand DNA - Ingredients (after Gossain, S. 2011) :
Brand Dimensions (Asker and Iochimsthaler, 2000) :
Brand Areas of Influence (extracted ideas from various sources) :
- Vision & Mission - future aspirations for the company
- Essence - company's DNA
- Values - company's culture
- Positioning - space in the mind of consumer
Brand Dimensions (Asker and Iochimsthaler, 2000) :
- Product: scope, attributes, uses, quality, value, functional benefits
- Brand Personality
- Symbols
- Brand/Customer Relationships
- Self-Expressive Benefits
- Emotional Benefits
- User Imagery
- Country of Origin
- Organisational Associations
Brand Areas of Influence (extracted ideas from various sources) :
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