Lesson 5 Flashcards
What is a brand?
An identifier
A promise
An asset
A set of perceptions
A “mind
share”
Two elements of brand
Tangible
Intangible
Tangible Elements
Visual Design elements
Distinctive Product features
What are visual design elements
logo, color, images,
tagline, packaging,
What are distinctive product features
quality,
design sensibility,
personality, etc.
Intangible elements
Customers’
experience with a
product or
company
What are under Customers’
experience with a
product or
company
reputation, customer
experience
Functions of brand
Brands
Convey
Meaning
Brands
create value
for
consumers
What’s under Brand Convey Meaning
Attributes
Benefits
Values
Culture
Personality
User
–specific product features
Attributes
–attributes translate into functional
and emotional benefits
Benefits
–company values and operational
principles
Values
–cultural elements of the company
and brand
Culture
–strong brands often project a
distinctive personality
Personality
how does Brands create VALUE for
CONSUMERS
Brands help simplify
consumer choices
Brands help create trust,
so that a person knows
what to expect from a
branded company,
product, or service
This builds customer
loyalty, which is valuable
to businesses.
Types of brands
Individual
products
Services
Organizations
Individual
Persons
Groups
Events
Geographic Places
Private label
brands
Media
E-brands
