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AND
BRAND MANAGEMENT
ASSIGNMENT
SUBMITTED BY:
PALAK AGARWAL
09361203913
MBA-4TH SEM
SECTION-A
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Brand Identity
Set of brand associations that the brand strategist aspires to create and
maintain.
The associations imply promise to customers from the organization and
its members.
Used for driving all brand building efforts.
Not an advertising tagline or positioning statement.
Establish relationship between the brand and the customer.
Create value proposition functional, emotional or self- expressive
Alternatively, provide credibility for the endorsed brand.
Brand identity involves: core identity; extended identity; and brand
essence.
Prism Elements
Physique
Salient objective features that gives the brand its identity. Example
Symbol of Coca Cola bottle on Coke cans
Personality
Human personality trait(s) relevant for the brand(s). Example
Levis ruggedness
Culture
Set of values that feed the brands inspiration. It is the source of the
brands aspirational powers. Example German efficiency behind
Voks Wagen - Das Auto
Relationship
Brand Personality
Set of human characteristics associated with a brand.