first national bank case study
Contemporary Brand Management
Assignment
Student id- c7080650
Course-BA [Hons] business and management.
List of Contents Page
1. The Brand……………………………………………………………………
1.1 what is a brand?
1.2 Audi: commodity, product, company, Brand?
1.3 Audi : Major Characteristics.
1.4 Brand Architecture of Audi.
2. Brand Positioning…………………………………………………………...
2.1 Theoretical Approach.
2.2 Positioning Statement of Audi.
2.2.1 Positioning statement in comparison with competition.
3. Audi- Brand Analysis………………………………………………………………………
3.1 Brand Equity 3.2 Brand Identity 3.3 Brand Image 3.4 Brand personality 3.5 Brand Pyramid
4. Special Interest…………………………………………………………………………………
4.1 Global Branding.
5. Recommendations………………………………………………………………………….......
Bibliography…………………………………………………………………………………….
Appendix…………………………………………………………………………………………
1. The Brand
1.1 What is brand?
A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.
When working on branding, or building a brand,
Assignment
Student id- c7080650
Course-BA [Hons] business and management.
List of Contents Page
1. The Brand……………………………………………………………………
1.1 what is a brand?
1.2 Audi: commodity, product, company, Brand?
1.3 Audi : Major Characteristics.
1.4 Brand Architecture of Audi.
2. Brand Positioning…………………………………………………………...
2.1 Theoretical Approach.
2.2 Positioning Statement of Audi.
2.2.1 Positioning statement in comparison with competition.
3. Audi- Brand Analysis………………………………………………………………………
3.1 Brand Equity 3.2 Brand Identity 3.3 Brand Image 3.4 Brand personality 3.5 Brand Pyramid
4. Special Interest…………………………………………………………………………………
4.1 Global Branding.
5. Recommendations………………………………………………………………………….......
Bibliography…………………………………………………………………………………….
Appendix…………………………………………………………………………………………
1. The Brand
1.1 What is brand?
A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.
When working on branding, or building a brand,
Bibliography: (Kapferer, 2004, p.308) As a source brand, Volkswagen acts as the “parent brand” of the other brands Figure 2 – Source Brand Strategy (Kapferer, 2004, p.304)