Brand Building

How to build your brand?

Problem Based Learning (PBL). Trigger 4.

How to build your brand?

Learning Objectives:

1. What is the difference between brand identity and brand image?

·       What is the connection between brand identity and brand image?

·       How can they reinforce your brand?

2. What are models of brand identity?

·       How can you use these models effectively?

·       Is it possible to change a company’s brand identity with models?

3. How to communicate your brand identity to the target audience?

·       What are effective communication tools to reach out to your target audience? 

·       How can you measure if you’re communicating your brand identity effectively?

Corporate brand- when the name of the organisation is used as the brand name on its products (e.g. Philips)

Product brand- a brand name that is specific to a product produced by an organisation

6 Aspects of Brand Identity:

Aaker Model:

http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Merkmeerwaarde_ENGELS/s_-_Brand_equity_model_by_Aaker_EN_.pdf

Thomas Gad: Brand Envelope Model 

 

• functional: concerns the perception of benefit of the product or service associated with the brand 

• mental: is the ability to support the individual mentality

• spiritual: is the perception of global or local responsibility

• social: concerns the ability to create identification with a group

• shows the screws for evolving/ enhancing the brand 

• can be used for an external view at the brand

Good overview of brand building models: 
Sources:

http://www.brandchannel.com/images/papers/257_a_brand_building_literature_review.pdf

http://lmh.de/docs/brand-envelope-model-by-t-gad/
http://www.mindtools.com/pages/article/keller-brand-equity-model.htm
http://www.brandchannel.com/images/papers/257_a_brand_building_literature_review.pdf
Positioning the Brand. An inside-out approach . Rik Riezebos and Jaap van der Grinten

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