TING IMAGINATION & THE PASSIONPOINT

BRAND POSITIONING & VALUES

Brand Positioning
 From Identity to Reality
Corner No. 1: Ideology
Aspects of Brand

• BRAND POSITION
– The part of the brand identity and value proposition to be
actively communicated to a target audience
 PRODUCT& BRAND MANAGEMENT

What is a brand?
 Determining a frame of reference

• brand com?
 BRAND OR A PASSIONBRAND
Customer-Based Brand Equity
The Brand Identity Prism

PICTURE OF SENDER

Self-Image
nd Identity Planning
Extended

core
Sns of CBBE Pyramid

CATEGORY IDENTIFICATION
NEEDS SATISFIED
3.3. RESPONSE
RESPONSE ==
What
Whatabout
aboutyou?
you?

2.2. MEANING
MEANING ==
What
Whatare
areyou?
you?

1.1. IDENTITY
IDENTITY ==
Who
Whoare
areyou?
you?