THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),FinstSMM(UK), CPM(Asia), MSLIM
04/22/13AOT - www.tharakadias.com 6
04/22/13AOT - www.tharakadias.com 10
04/22/13AOT - www.tharakadias.com 13
Brand PersonalitySincerity excitementCompetenceSophisticationRuggednessDown to earthHonestWholesomeCheerfulDaring sprinted...
15AOT - www.tharakadias.com 04/22/13
09. synthazising the nature of brands
09. synthazising the nature of brands
09. synthazising the nature of brands
09. synthazising the nature of brands
09. synthazising the nature of brands
09. synthazising the nature of brands
09. synthazising the nature of brands
09. synthazising the nature of brands
09. synthazising the nature of brands
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09. synthazising the nature of brands

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Synthazising the nature of brands

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  • Sphere - Arena
  • Salience – the emotional distance between a customer and a brand over time scale User Image – which relates to customers perception of the target consumers of the brand Service image – look at the service catagory
  • Positioning is all about customers holding in their memories the on or to functional/emotional attributes that differentiate the brand . Positioning emerges from vision(Thompson 2003) the positioning structure is concerned with linking the brand to three dimensions . Finally all staffs need to appreciate the brand positioning .
  • 09. synthazising the nature of brands

    1. 1. THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),FinstSMM(UK), CPM(Asia), MSLIM
    2. 2. 04/22/13AOT - www.tharakadias.com 6
    3. 3. 04/22/13AOT - www.tharakadias.com 10
    4. 4. 04/22/13AOT - www.tharakadias.com 13
    5. 5. Brand PersonalitySincerity excitementCompetenceSophisticationRuggednessDown to earthHonestWholesomeCheerfulDaring sprintedImaginativeUp to dateReliableIntelligentSuccessfulUpper classCharminOut doorsTouch
    6. 6. 15AOT - www.tharakadias.com 04/22/13

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