Napstercoms brand identity

Figure 5.5

Aaker and Joachimsthaler (2000) suggest that the following characteristics of identity need to be defined at the start of a brand building campaign. Marketing communications can then be developed that create and reinforce this identity. Here, we will apply them to Napster which is revisited in the main case study at the end of this chapter.

• Brand essence (a summary of what the brand represents)

This is not necessarily a tag line, but for Napster it has been described as an 'All you can eat music service which is fun and affordable'

Core identity (its key features)

Borrowing Basics

Borrowing Basics

Some small business persons cannot understand why a lending institution refused to lend them money. Others have no trouble getting funds, but they are surprised to find strings attached to their loans.

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