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 |