HTM231 Sp10 Ch08 Branding Suh Hee Choi
4
March 22, 2010 (HTM 231) Choi 1 Brands and Branding Brand Identity The outward manifestation of the essence of a corporate brand, product brand, service brand or branded environment (Landor Associates, 2005) Brand Image “Consumers’ perceptions about a brand, as reflected by the brand associations held in consumer memory” Brand Association
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Transcript of HTM231 Sp10 Ch08 Branding Suh Hee Choi
March 22, 2010 (HTM 231) Choi
1
Brands and Branding
Brand Identity
The outward manifestation of the essence of a corporate brand, product brand, service
brand or branded environment (Landor Associates, 2005)
Brand Image
“Consumers’ perceptions about a brand, as reflected by the brand associations held in
consumer memory”
Brand Association
March 22, 2010 (HTM 231) Choi
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http://i.imgur.com/rg35g.jpg
Point of Parity (POP)
Benefits that might be shared with other brands in a certain category.
Category points of parity : benefits that consumers expect from a certain product
category (expected product level)
Point of Difference (POD)
Attributes or benefits that consumers strongly associate with a brand, positively
evaluate, and believe that they could not find to the same extent with a competitive
brand.
_________________’s POP
_________________’s POD
March 22, 2010 (HTM 231) Choi
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Four Components of “Destination” Brand Image
(Nepal)
Four Components of Brand Image
(Store)
March 22, 2010 (HTM 231) Choi
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