Brand Identity vs. Brand Image
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Brand Identity vs. Brand Image

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Brand Identity vs. Brand Image Brand Identity vs. Brand Image Presentation Transcript

  • Brand Identity vs. Image• Brand Identity: what a business or organization wants you to believe about who they are and what they value (ideal).• Brand Image: what people really think about your business or organization (reality).• Ethics and professional writing.• Culture Jamming. 1
  • Ethical Dilemmas and Writing• Would you lie for an employer to promote a product that you know is faulty or cannot do what is claimed?• Would you trash the competition in order to promote a client?• Would you issue a news release with only half the truth?• Would you quit your job rather than participate in a questionable writing activity?• How far are you willing to compromise your moral values in the workplace? 2
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  • Brand Identity and Greenwashing• Greenwashing is an attempt to make a company appear to be more environmentally friendly than it really is --- to enhance the brand identity.• Does so by making unsubstantiated or misleading claims about the environmental benefits of a product, service, technology or company practice.• Appeals are to emotion. 11
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  • Culture JammingResponses to Greenwashing 15
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