2. WHAT DO BRANDS STAND FOR?
User Satisfaction
/Loyalty
Perceived Quality
Price premium
Leadership
Perceived value Personality
Organization
Brand Awareness
Market Share
Apple
Price & Distribution
Indices
3. Creating A Brand
Create a relationship of understanding and trust.
Trust is established through a symbolic embodiment of all the
information connected to the company, product or service.
Accomplished via:
• A collection of images and ideas
• Conveying the essence of the company, product or service
• Created by the accumulation of experiences, associations and
expectations among products
• Explicit logo, fonts, color schemes, symbols and sound which
may be developed to represent implicit values, ideas, and even
personality
4. Branding Has Changed
• The definition of experiences, associations
and expectations is different in digital
• Representation of implicit values, ideas and
even personality also changed with the
digital revolution.
• Re-evaluation of logo, fonts, color schemes,
symbols and sounds must occur to connect
the experiences and the associations with
the digital values and personality.
5. Now more than ever the brand,
"branding" and brand equity have
become increasingly important
components of culture and the
economy, now being described as
"cultural accessories and personal
philosophies". [1]
6. The New Way to Gain the
Consumer Online
• First to own versus first to share
• Provide information can’t get
anywhere
• Keep me up to date wherever I am
• Fame in “knowing”
• Fame in “cool”
