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Introduction
For purposes of everyone here, lets define what we know about the program first:
Purpose of program
Target Audience
Outcomes desired
What is a Brand?
The internalized sum of all impressions received by customers and resulting in a distinctive position
in their minds eye based on perceived emotional and functional benefits.
Name and Symbols that identifies a singular concept one owns in the mind of the consumer
Other Terms:
Examples:
Only Volvo delivers assurance of the safest ride to parents who are concerned about their childrens
well being
Only Harley-Davidson delivers the fantasy of complete freedom on the road and the comradeship of
kindred spirits to avid cyclists.
Brand Personality
purity
innocence
cleanliness
sense of space
neutrality
mourning (in some cultures/societies)
authority
power
strength
evil
intelligence
thinning / slimming
death or mourning
neutral
timeless
practical
love
romance
gentle
warmth
comfort
energy
excitement
intensity
life
blood
happy
energetic
excitement
enthusiasm
warmth
wealth prosperity
sophistication
change
stimulation
natural
cool
growth
money
health
envy
tranquility
harmony
calmness
fertility
calmness
serenity
cold
uncaring
wisdom
loyalty
truth
focused
un-appetizing
royalty
wealth
sophistication
wisdom
exotic
spiritual
prosperity
respect
mystery
reliability
stability
friendship
sadness
warmth
comfort
security
natural
organic
mourning (in some cultures/societies)
romance
love
gentle
calming
agitation
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Series 2
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Series 1
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