Wednesday, February 22, 2012

Brand Identity - Definition

David A. Aaker
Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members.
Brand identity consists of twelve dimensions organized around four perspectives - the brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin), brand-as-organization (orgnaizational attributes, local versus global), brand-as-person (brand personality, brand-customer relationship), and brand-as-symbol (visual imagery/metaphors and brand heritage).
Building Strong Brand, Free Press, New York, 1996, p.68.
Originally posted on Knol 2077

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