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Brand
Awareness
Brand
Equity
Brand
Associations
Brand
Loyalty
PPT 9-3
Figure 9.1
Brand Essence
Brand Identity Model
Core Identity
Excellence
Exhilaration
Performing
at Your
Best
Individual
Success
Technological
Advancement
PPT 9-4
Excellence/Winning
Exhilaration
Individual Success
Technological Advancement
Customization
Value for
Performance
Direct Model
Simple
As Dell
Incredible Service
Dell Responds
Close to Customer
Understands needs
Equipment
Communication
Chapter 9 - Building and
Managing Brand Equity
Latest
Technology
PPT 9-5
Personality
Competent, Successful
Serious (not Apple)
Approachable
Brand as
a product
Product
Scope
Product
Attribute
s
Uses
Users
Country
of origin
As an
organisatio
n
Organisat
ion
Attributes
(e.g.
innovation
, genuine
customer
care)
Local vs.
Global
As a person
As a
symbol
Personali
ty
(energetic
, rugged)
Brand
Customer
Relations
hips
(friends,
advisors)
Visual
Imagery
and
Metaphor
Brand
Image
Aaker even went ahead with the creation of the brand personality
scale.
computers and electronic gadgets are were mostly associated with the
up to date trait as ice creams with sensuous trait.
Constructed
Source
E
X
T
E
R
N
A
L
I
S
A
T
I
O
N
Personality
Physique
Relations
hip
Culture
reflections
J.N. KAPFERER
Self image
Constructed
recipient
I
N
T
E
R
N
A
L
I
S
A
T
I
O
N
Personality
Like Jordan, Woods
Relation
Culture
Sponsorship,
Ethics
American
Just do It!
Reflection
Self image
Aggressive,
Provocative,
In-your-face
Cool
Athlete
Relation
Quality and
Heritage
Personality
Traditional, Conservative, Collective
Culture
European
Traditional
Reflection
True sportsmanship
Strong work ethic
A good team player
Self-Image
Relates more to
competing than to
winning