APR 419 Lecture Notes - Lecture 1: Bartles & Jaymes, Stamps.Com, Eharmony

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 419
• Professor: Daria

Document Summary

Companies, programs, events, teams, candidates, celebs, beliefs, etc. Individuals identify with certain brands for different reasons. Organizations are represented by carefully crafted verbal and visual elements. Verbal is just as important as visual. These elements effect the way people initially respond to, interact with and feel about a brand. Need to be thoughtful in how we"re visually represented. You"ve got brand elements and the brand itself and all of that leads to reputation. Comes from long-term coordinated communication and public behavior: zappos: pays a lot of attention to customer service. Valuing their customers and employees shows off their brand in a really positive way. [read the ceo"s book: amazon: getting negative press about how they treat their employees. )t"s important because what do you want people to. Combine parts of name: adidas is a combination of adolf (adi) daughters of the founders. Dassler: descriptive: you know what to expect from that brand.