Advertising and Sales Promotion

Brand Name
• Brand as risk minimiser
• Strategic Brand Management Process
 Brand Identity
A product identity, or brand image are typically the
attributes one associates with a brand, how the
brand owner wants the consumer to perceive the
brand - and by extension the branded company,
organization, product or service.

Brand Identity Brand Image

1) create a self-expressive benefit that

David A. Aaker’s Contribution

becomes a vehicle for customers to express
their own personalities;
2) form the basis of a relationship between
customers and the brand (in the same way
• Brand as a Product
human personalities affect relationships
between people A product-related attribute can
• Brand as an Organization
3) help communicate a product attribute and create a value proposition by
thus, contribute to a functional benefit. offering something extra like
• Brand as a person features or services, or by
offering something better.
• Brand as a symbol

a drive for quality and concern

for the environment are created
Core Identity vs Extended Identity by the people, culture, values
and programs of the company.