Two Keys to Brand Power-Developing Brand Identity and Brand Personality

Overview: This article mainly emphasizes upon the Two Keys to Brand Power. The two of the key drivers to building brand strength are creating a distinct brand identity and developing a unique brand personality. Brand identity, for example, is often used in a limited, graphic-centric manner or used interchangeably with brand image. This also differentiated between Brand Image and Brand Identity. Another key to building brand strength is developing a unique brand personality. Brand personality is generally understood as the distinguishing characteristics of the brand, some additional considerations for brand personality development are don’t underestimate the importance of a likable personality, don't underrate brand personality, don’t be misled by research that appears to diminish the role of personality. Understanding, developing, and managing brand identity and personalitydetermine – to a large degree – whether your company achieves brand preference andloyalty and a sustainable competitive advantage, or merely succeeds at opportunistic sales(often at a discounted price), and struggles to retain customers and maintain profitability.

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Format: PDF | Size: 34KB | Date: Jan 2003 | Pages: 4