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Brand
identity creates the important link between the consumer (or
user) and the brand by giving clear emotional values that fit
with the consumers lifestyle.
'A brand identity gives direction, purpose and meaning for
the brand.'
David A Aaker, Building Strong Brands.
As individuals, we all
have our own identity, values and beliefs.
As a consumer or user of a product, we need to be informed
how
a brand fits with our own lifestyle and why it should be important
to us, so we can make a judgement on the worth and value
it represents.
The illustration opposite helps us to understand the perspectives
of brand identity and how it is viewed from different areas.
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