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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

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SEO Guide for Top Rankings

SEO Guide for Top Rankings

Search engines are special sites on the web that are designed to help people find information stored on other sites. There are differences in the ways various search engines work. Learn more about this topic within this guide.

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