BrandsBrandNamesandLogosKeyExpressions•brand品牌•brandequity品牌资产•brandextension品牌延伸•brandimage品牌形象•economicleverage经济杠杆•productline产品线•productmix品牌结构•tagline广告语Brand,identityanddesignappleBrandsaremuchmorethanlogosWhatisabrand?AtraditionalscenarioofmarketCompanyAConsumerProduct/servicesInatraditionalmarketscenario,thecompanyiscateringtotheconsumer.Thenumberofcompetitorsaresmall.Inthesemarketsthecompaniescancomewithadvancedtechnologiesandotherstrategiestocapturemoremarketshare.(Thesizeandpoweroftheplayersisimportant.)CompanyBCompanyCWhatisabrand?CompanyAConsumerProduct/servicesIncomplexmarkets,thedifferencesbetweencompaniesarenotmuch.Thecompaniescannotdifferentiatemuchthemselvesfromothersonthebasisofqualityandtechnologyetc.factorsasallthecompaniesarecompetentenough.Thisscenarioexplainstheneedforthedifferentiationforthecompanies.CompanyBCompanyCWhatisabrand?Brandingisanefforttogiveauniqueidentitytothecompany’sproductsandcreateemotionalassociationswithconsumers.Itisaformofmarketing.Abrandisasetofassociationsthatarelinkedtoaproductrange,adivision,orcompany.Theseassociationsresideinthememoryofcustomers.Theseassociationshelpcustomersunderstandwhatthebrandorcompanyis,whyitispotentiallyrelevanttothem,howitisdifferentorsimilartootherproductsmadebythecompany,andhowitissimilarordifferentfromcompetitor’sproducts.Whatisabrand?Brandingisacombinedeffortofthecompanywhichisprojectedtotheconsumer.CompanyBrandConsumerMarketingDesignWhatisabrand?Whatabrandmeanstocommonperson?In'blind'tastetests,peoplepreferthetasteofPepsioverthetasteofCoke.However,ifthetestisnot'blind'andthetastersknowwhichbeverageiswhich,theypreferthetasteofCokeoverPepsi!Thatistheemotionalpowerofabrand.TheCoca-Colabrandhasthepowertoactuallychangeanindividual'staste!Coca-colaistheno.1brandintheworld.Thefirstshapethatwasregisteredisthecocacolabottle.(1)Productsandserviceshavebecomesoalikethattheyfailtodistinguishthemselvesbytheirquality,efficacy,reliability,assuranceandcare.Brandsa...
