Melissa's PBL blog

1    What is a brand story and what makes a good brand story? Brings the brand alive, develops the brand persona.  Allows brand gets to connect with people on an emotional level: tells them why your brand exists. This feeling of connection tur ns people into your customers. Strong brand persona a ttracts customers, makes them want to engage your brand and j oin t he communit y. "Every story requires a clearly understood central character with which people can identify and create a long-lasting emotional bond: the brand persona. Without a strong brand persona, the brand narrative lacks a focus." (Herskovitz, 2010) 7 traits f or a good brand story 1 . Solving a problem in the market = bran d's purp ose 2. Going f rom underdog status to successors 3. Redefin e experience 4. Clear identity and purpose 5. Visible founders 6. Know who they are and what they stand for 7.  Do good (https://www.linkdex.com/en-gb/inked/brand-story-examples/) 2...

1 Compare the brand strategies and architectures of different companies. How and why are they different?  There are seven types of brand recognition strategies. 1. Name brand recognition  - Big companies can extend their own brand name to their products. They can be easily recognised with their names, logos or colors. They can feature subsidiary products under the company's name e.g.: Apple, Coca-cola, Starbucks.  2. Individual branding  - A big company produces a product that is independent of the parent company. 3. Attitude branding - Brands that create a personality and unique customer experience to the product or service. Brands that reflect to customer's self identity and self expression. e.g. Apple, Ed Hardy, Nike 4. "No brand" branding - The products have often simple and generic design and no logos. Depend on reputation, style and quality instead of the brand status. e.g. popular Japanese brand, Muji. Means "no-label" 5. Brand exte...

Brand identity and brand symbolism 1 What is brand identity vs. brand image? Based on Aaker's Definitions (Source: Building strong brands) Image It's how the brand is currently percieved in the Marketplace. Awareness of the brand, quality, competitive advantage, loyalty to the brand from existing customers etc. Identity is how the brand should be (in the future) percieved in the Marketplace based on product attributes, Personality, visual imagery. (http://managementstudyguide.com/identity-vs-image.htm)   "The brand 's message is" wrapped "in terms of its identity, and it is "un-wrapped "by the consumer in the form of its image."  The organization identity is communicated to the customers through branding and marketing strategies. A strong identity makes the brand unique. Brand identity includes vision, culture, positioning, personality, relationships, and presentations. (Nandan, S. (2005), "An Explorati...