I recently conceptualized brand management functioning like a prism. A prism is an optical element that refracts light and is used to break up that light into its spectral colors (the colors of the rainbow). Prism Analogy for Brand Management The beam of white light is the organization’s value proposition. It is an identifiable, focused [...]
Posts Tagged ‘Brand Image’
The Prism of Brand Management
Posted: 2010 in UncategorizedTags: Brand Experience, Brand Identity, Brand Image, Brand Management
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Nevada Brand Identity vs Brand Image
Posted: 2010 in UncategorizedTags: Brand Identity, Brand Image, Nevada
We already know that names and logos themselves are not a brand, rather they are simply the visual manifestation of a brand. The brand as a whole is present in every point of contact with the customer and is comprised of the accumulation of these experiences. A fancy logo does nothing for a brand empty [...]
Nevada: First Impression
Posted: 2010 in UncategorizedTags: Brand, Brand Identity, Brand Image, Nevada
Nevadans need to stop worrying about how their state name is pronounced. I am a 6th generation Native Nevadan and my son Braden is 7th generation Nevadan. My great-great-great grandfather, a frontiersman and pioneer, settled Clover Valley in Lincoln County Nevada in 1869. I feel this makes me fairly qualified to speak on this subject. [...]
Brand Image – How are you perceived?
Posted: 2010 in UncategorizedTags: Brand Image, Perception, Reality
In the last post I discussed Brand Identity – how YOU (the business) wish to be perceived by the consumer. Brand identity is everything the company wants the brand to be seen as. Today I will turn the lens around and look at Brand Image – how the CONSUMER actually sees you. Brand-aware businesses spend hours of soul-searching to [...]
When people think of a brand, a name or image usually comes to mind. However, a brand is much more than that. It is truly a complete experience. Over the next few days, I will be writing about the following topics: 1. What is a brand? 2. How is brand identity developed? 3. How is [...]
Many universities are using the exposure from their football teams playing in bowl games to advertise their brands. Most universities have an ad spot highlighting the strengths of their campus programs. With these spots, they are attempting to present their brand identity to prospective students and contributors. UC Berkeley showed this commercial at halftime of [...]
The most important component of brand effectiveness: Do brand identity and brand image coordinate? In other words, is the brand being perceived as intended? Laura Lake defines the following: Brand Identity: How you (businesses or individuals) want the consumer to perceive your product or your brand. Brand Image: The perception of your product or your brand [...]
