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  • Brand Management Perspectives and Identity Concepts

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    Bhupendra Thakur
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    This document discusses various perspectives in brand management including visual, positioning, value, brand image, added value, and perceptual appeal. It also covers the concept of brand identity, defining it and examining identity from the perspectives of a product, organization, person, and symbol. Finally, it outlines different levels of brand identity including a central identity, outer core, and uses McDonald's quality, service, cleanliness, and value framework as an example.

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    BRAND MANAGEMENT_1

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    This document discusses various perspectives in brand management including visual, positioning, value, brand image, added value, and perceptual appeal. It also covers the concept of brand identity, defining it and examining identity from the perspectives of a product, organization, person, and symbol. Finally, it outlines different levels of brand identity including a central identity, outer core, and uses McDonald's quality, service, cleanliness, and value framework as an example.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    7 views9 pages

    Brand Management Perspectives and Identity Concepts

    Uploaded by

    Bhupendra Thakur
    This document discusses various perspectives in brand management including visual, positioning, value, brand image, added value, and perceptual appeal. It also covers the concept of brand identity, defining it and examining identity from the perspectives of a product, organization, person, and symbol. Finally, it outlines different levels of brand identity including a central identity, outer core, and uses McDonald's quality, service, cleanliness, and value framework as an example.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 9

    BRAND MANAGEMENT

    BRAND PERSPECTIVES
     Visual perspective

     Positioning perspective

     Value perspective
    -functional value
    -expressive value
     Brand image perspective

     Added value perspective

     Perceptual appeal perspective


    - appeal to emotions
    - appeal to reason
    - appeal to senses

     Personality perspective
    Concept of brand identity
     Meaning

     Definition
    Brand identity perspective
     Brand as product
     Brand as organization
     Brand as person
     Brand as symbol
    Brand identity levels
     Central identity (inner core)

     Outer core

     McDonald’s
    - QSCV

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