Potential components of brand identity. Adapted from Aaker4
| Elements of brand essence, core identity, and extended identity | |||
|---|---|---|---|
| Brand as product | Brand as organisation | Brand as person | Brand as symbol |
| Association with product class (e.g. cigarettes) | Organisation attributes (e.g. innovation, trustworthiness) | Personality (e.g. feminine, rugged) | Visual imagery and metaphors |
| Product attributes (e.g. taste) | Local versus global | Brand–customer relationships (e.g. friend) | Brand heritage |
| Quality/value | |||
| Uses | |||
| Users | |||
| Country of origin | |||