CRI 630 Lecture Notes - Lecture 2: Brand Architecture, Brand Equity, Style Guide
22 Jan 2018
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Budweiser: wassuuup: buddies talking, not about much, urban situations, viral, memed (one of the first, embedded into pop culture (scary movie, agency: ddb, client: anheuser-busch. Branding: a set of marketing and communication methods that help distinguish a company fro its competitors by creating a lasting impression in the minds of consumers. Brand equity: the value of a brand in terms of loyalty, awareness, quality perception and strong product associations. Brand architecture: the structure that a company or organization chooses to build in order to create a brand or multiple brands: branded house: master/primary brand applied to all sub-brands (television, phone, laptop, etc. ) Apple, nike: house of brands: consists of several individual product brands and the master brand becomes secondary to the individual products ex. P&g (bounty, crest, etc. : co-branding: used when two or more brands engage in a joint venture ex. Nike: endorsement branding: the parent brand endorses another brand and adds credibility to the endorsed brand.
