Branding Archives - Page 16 of 16

Brand Essence – A Brand Building Concept

Posted on May 31, 2008 by Drypen | 0 Comments

Brand essence is a compact summary of what the brand stands for. Brand identity structure includes core identity, extended identity and a brand essence. Typically the brand identity will require 6 to 12 dimensions in order to adequately describe the…

Brand Positioning – A Brand Building Concept

Posted on May 31, 2008 by Drypen | 0 Comments

A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. Positioning is a concept, which is commonly seen in…

Brand Positioning Strategies

Posted on May 31, 2008 by Drypen | 0 Comments

A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself (the user of the product)…

Celebrity Endorsements – A Brand Building Concept

Posted on May 31, 2008 by Drypen | 0 Comments

The billions of dollars spent per year on celebrity endorsement contracts show that celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the advertising industry. This shows that the practice of using super stars in…

Brand Relaunching – A Brand Buliding Concept

Posted on May 31, 2008 by Drypen | 0 Comments

Re-launching a brand means thinking beyond a new design or a new name. It means, “going deeper.” Many a time in marketing, there comes a stage in the life of a brand when it needs to be re-worked and relaunched…

Brand Image – The Image A Brand Caries

Posted on May 31, 2008 by Drypen | 0 Comments

Consumers vary as to which brand attributes they see as most relevant and the importance they attach to each attribute (brand association ). They will pay the most attention to the attributes that deliver the sought benefits.

Brand Loyalty – A Brand Bulding Concept

Posted on May 31, 2008 by Drypen | 0 Comments

Brand loyalty is the ultimate goal a company sets for a branded product. A company’s main question in relation to selling their products or services use do be: “How do I get people to buy my product?” Nowadays companies…