Talk:Marketing
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 )