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User:Jukeboksi/Blog/Marketing: Difference between revisions
→Session 4 and 5 - Brand identity and image: + definition of w:Rebranding
(+ definition w:brand management) |
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::** Tangible elements of brand management include the product itself; look, price, the packaging, etc. | ::** Tangible elements of brand management include the product itself; look, price, the packaging, etc. | ||
::** The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things. ( Wikipedia ) | ::** The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things. ( Wikipedia ) | ||
* '''[[w:Rebranding|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 ) | |||
== Session 3 and 4 - Visual brand identity == | == Session 3 and 4 - Visual brand identity == | ||