1 - Overview of Main Branding Concepts

Question 1

brand vs product

Answer 1

a brand has dimensions that differentiate it

“products increase consumer choice, brands simplify it”

Question 2

brand identity

Answer 2

what brand managers would like the brand to be, what the brand stands for and what makes it unique

Question 3

brand positioning

Answer 3

what makes the brand different from its competitors and appealing to consumers
- more flexible than brand identity
- as many positionings as targets

Question 4

brand image

Answer 4

how the brand is perceived (external)

Question 5

evolution of main objectives

Answer 5

b4: brand equity
now: brand equity + brand purpose

Question 6

brand purpose

Answer 6

what the world needs
what you area good at
what you are passionate about

needs to be incorporated into brand identity + brand positioning