Info

Brand identity

The totality of brand associations including name and symbols that must be communicated.

Brand identity

Aaker and Joachimsthaler (2000) also emphasise the importance of developing a plan to communicate the key features of the brand identity and increase brand awareness. Brand identity is again more than the name. These authors refer to it as a set of brand associations that imply a promise to customers from an organisation. See Mini Case Study 5.1 to see the different elements of brand identity which are effectively a checklist of what many e-tailers are looking to achieve.

Mini Case Study 5.1

Success For Affiliate Managers

Success For Affiliate Managers

Explode your Affiliate Income Today By Learning FIRST How To Become A Successful Affiliate Manager! Do you want to know everything there is to know about running a successful affiliate program that brings you money on autopilot? Then get your hands on this brand new e-book.

Get My Free Ebook


Post a comment