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Marketing: Difference between revisions
→Creative Corporate and Marketing Communication: Week 4 - Brand identity and image
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* '''[[w:Emotional branding|Emotional branding]]''' is a term used within [[w:marketing communication|marketing communication]] that refers to the practice of building [[w:brand|brand]]s that appeal directly to a [[w:consumer|consumer's]] emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or [[w:product (business)|product]]) that cannot fully be rationalized. ( Wikipedia ) | * '''[[w:Emotional branding|Emotional branding]]''' is a term used within [[w:marketing communication|marketing communication]] that refers to the practice of building [[w:brand|brand]]s that appeal directly to a [[w:consumer|consumer's]] emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or [[w:product (business)|product]]) that cannot fully be rationalized. ( Wikipedia ) | ||
=== Creative Corporate and Marketing Communication - Week 4 - Brand identity and image === | |||
'''Rebranding''' is a [[w:marketing|marketing]] strategy in which a new name, term, symbol, design, or combination thereof is created for an established [[w:brand|brand]] with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors. Often, this involves radical changes to a brand's logo, name, image, [[w:marketing strategies|marketing strategy]], and [[w:advertising]] themes. Such changes typically aim to [[w:positioning (marketing)|reposition]] the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand [[w:upmarket|upmarket]] ( Wikipedia ) | |||
== Strategic Business-to-Business Relationship Management == | == Strategic Business-to-Business Relationship Management == | ||