Talk:Marketing

Creative Corporate and Marketing Communication - Week 3 - Visual brand identity

• 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 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 )

• Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a 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 product) that cannot fully be rationalized. ( Wikipedia )

Creative Corporate and Marketing Communication - Week 4 - Brand identity and image

Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established 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, marketing strategy, and w:advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket ( Wikipedia )

Creative Corporate and Marketing Communication - Week 5 - Branding

• Brand image vs. 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 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 )

• Co-branding also called brand partnership, is when two companies form an brand alliance to work together, creating marketing synergy. As described in Co-Branding: The Science of Alliance ( Wikipedia )

Brand alliances is a branding strategy used in a business alliance. Brand alliances are divided into three types. Cobrands, brand licenses and cross marketing ( Wikipedia )

Creative Corporate and Marketing Communication - Week 7 - Brand architecture

• Brand architecture is the structure of brands 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 )

Brand architecture - See also

• Umbrella brand
• Brand valuation
• Family branding
• Corporate branding
• Brand management
• Marketing mix modeling
• Brand language
• Individual branding
• Personal branding
• Aspirational brand
• Brand aversion
• Brand community
• Brand engagement
• Brand loyalty
• Brand implementation
• Brand orientation