Tangible Elements - Physical parts of the brand you can see or touch — e.g. logo, name, colour scheme, packaging., Intangible Elements - Non-physical aspects of the brand — e.g. reputation, customer loyalty, brand values, image, Touchpoints - Any customer interaction with the brand — e.g. website, adverts, social media, in-store service, Brand Identity - The combination of all visual and verbal elements that represent the brand — e.g. design, tone, fonts, colour palette., Brand Image - The perception customers have of the brand — e.g. seen as luxury, eco-friendly, budget-friendly., Brand Loyalty - When customers repeatedly choose the same brand over competitors — shown in repeat purchases., Brand Equity - The added value a brand name gives to a product — e.g. people paying more because it’s Nike., USP (Unique Selling Point) - A feature that makes a brand stand out from competitors — e.g. lifetime guarantee, ethical sourcing., Internal Influences - Factors inside the business that affect branding — e.g. company culture, budget, leadership., External Influences - Factors outside the business that affect branding — e.g. competitors, market trends, legislation., Brand Strategy - A long-term plan for building a strong brand — includes positioning, target audience, and messaging., Marketing Communications - The ways the business promotes the brand — e.g. advertising, social media, sponsorships., Brand Audit - A formal review of how the brand is performing — includes customer feedback, sales data, competitor comparison.,

Y12 BTEC Branding Concepts

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