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Marketing: Difference between revisions
→Creative Corporate and Marketing Communication - Session 4 - Branding: + brand identity vs. brand image + w:Co-branding + w:Brand alliances
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=== Creative Corporate and Marketing Communication - Session 4 - Branding === | === Creative Corporate and Marketing Communication - Session 4 - Branding === | ||
* '''Brand image vs. brand identity''' | |||
::* '''[[w:brand#Brand identity|Brand identity]]''' is the outward expression of a brand – including its name, trademark, communications, and visual appearance ( Wikipedia ) | |||
::* 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 ) | |||
* '''[[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]]''' also called brand partnership,<ref>http://www.schmoozyfox.com/2010/03/brand-partnerships/</ref> is when two companies form an [[w:Brand alliances|alliance]] to work together, creating marketing synergy. As described in ''Co-Branding: The Science of Alliance'':<ref name="customersandcapital.com">{{cite web | url= http://www.customersandcapital.com/book/2007/09/co-branding-tra.html| title= Competing for Customers and Capital| work= Southwest Airlines: Put a Little LUV in Your Logo!| publisher=customersandcapital.com}}</ref> ( Wikipedia ) | |||
:** '''[[w:Brand alliances#Brand licenses|Brand licenses]]''' are a contractual agreement where a company lets another organisation use its brand on other products in exchange for a licensing fee. ( Wikipedia ) | |||
:** '''[[w:Brand alliances#Cross marketing|Cross marketing]]''' is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base. ( Wikipedia ) | |||
== Successful Event == | == Successful Event == | ||