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| === Creative Corporate and Marketing Communication - Week 2 - Integrated marketing communication === | | === Creative Corporate and Marketing Communication - Week 2 - Integrated marketing communication === |
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| * '''[[w:Integrated Marketing Communication|Integrated Marketing Communication]]''' (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia ) | | * '''[[w:Integrated Marketing Communication|Integrated Marketing Communication]]''' (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia ) |
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| === Creative Corporate and Marketing Communication - Week 3 - Visual brand identity ===
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| * '''[[w:Visual brand language|Visual brand language]]''' is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style. This "alphabet", properly designed, results in an emotional connection between the [[w:brand|brand]] and the consumer. Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers. ( Wikipedia )
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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 )
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| === Creative Corporate and Marketing Communication - Week 4 - Brand identity and image ===
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| '''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 )
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| === Creative Corporate and Marketing Communication - Week 5 - Branding ===
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| * '''Brand image vs. brand identity'''
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| ::* '''[[w:brand#Brand identity|Brand identity]]''' is the outward expression of a brand – including its name, trademark, communications, and visual appearance ( Wikipedia )
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| ::* The psychological aspect, sometimes referred to as the '''[[w:Brand#Concepts|brand image]]''', is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. ( Wikipedia )
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| * '''[[w:Co-branding|Co-branding]]''' also called '''brand partnership''', is when two companies form an [[w:Brand alliances|brand alliance]] to work together, creating marketing synergy. As described in ''Co-Branding: The Science of Alliance'' ( Wikipedia )
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| '''[[w:Brand alliances|Brand alliances]]''' is a [[w:brand|brand]]ing strategy used in a [[w:business alliance|business alliance]]. Brand alliances are divided into three types. [[w:Cobranding|Cobrands]], [[w:Brand alliances#Brand licenses|brand licenses]] and [[w:Brand alliances#Cross marketing|cross marketing]] ( Wikipedia )
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| === Creative Corporate and Marketing Communication - Week 7 - Brand architecture ===
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| * '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. ( Wikipedia )
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| ==== Brand architecture - See also ====
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| *[[w:Umbrella brand|Umbrella brand]]
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| *[[w:Brand valuation|Brand valuation]]
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| *[[w:Family branding|Family branding]]
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| *[[w:Corporate branding|Corporate branding]]
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| *[[w:Brand management|Brand management]]
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| *[[w:Marketing mix modeling|Marketing mix modeling]]
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| *[[w:Brand language|Brand language]]
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| *[[w:Individual branding|Individual branding]]
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| *[[w:Personal branding|Personal branding]]
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| *[[w:Aspirational brand|Aspirational brand]]
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| *[[w:Brand aversion|Brand aversion]]
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| *[[w:Brand community|Brand community]]
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| *[[w:Brand engagement|Brand engagement]]
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| *[[w:Brand loyalty|Brand loyalty]]
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| *[[w:Brand implementation|Brand implementation]]
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| *[[w:Brand orientation|Brand orientation]]
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| == Successful Event == | | == Successful Event == |