Branding

1. Brand identity vs brand image Aaker, D. 2002 Building strong brands. Brand identity is a unique set of brand assosiations that the brand strategist aspires to create or maintainm. These associations represent what the brand stands for and imply a promise to customers from the organisation members. Brand identity provides direction, purpose and meaning for the brand. Brand identity helps to establish a relationship between the brand and the customers by generating a value proposition involving functional, emotional and self-expressive values. Brand image is how customers and others perceive the brand. Brand  identity is how strategists want the brand to be perceived whilst brand image is how the brand is perceived now. Kapferer brand identity prism Brand identity Brand image Source/company focused Receiver/target audience focused Created by managerial activities Created by the perceptions of the consume

(1) What is brand management?     Business dictionary (2018) defines brand management as the process of maintaining, improving and and upholding a brand, so that the name is associated with positive results.  The definition of the brand management can alternatively be derived from the definitions for both terms: a brand and management.  A brand as defined by Keller (2013) is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition."  *Keller, K. 2013. Strategic Brand management. 4th ed.   Management can be defined as a non-stop process of planning, organising, directing, controlling. Terry, G. (1953).     * Terry, G. 1953. Principles of Management.  Today, new approaches towards brand management are being developed. Instead of the term 'brand management', a new concept of 'Strategic brand management' was introduced