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)

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

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