Upload
choijid-dul
View
27
Download
2
Embed Size (px)
Citation preview
. - / M B A /
Brand identity
l
l l ?
l Brand identity /prism/
l -1
, , , , . /merican Marketing Association/
. , , , , , . , . /David Ogilvy/
Brand identity
, . Brand identity ? ? .
.
Brand image Vs brand identity . . .
Identity ? Visual Identity: (Wally Olins-1978)
, . ? ?
Behavioral identity: (Kennedy-1977)
AC2ID /Balmer&Greyser-2003/ Actual: ,
Communicated: identity
Conceived: , . Stakeholder
Ideal:
Desired:
Identity GAP Vision & Culture
Culture & Image
Image & Vision
Brand identity-Prism /Jean Noel Kapferer /
,
,
-
,
(, , , , )
.
,
- ?
?
-
?
?
?
-1
6- 6-