training1_BRAND IDENTITY.pdf

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БОЛОВСРУУЛСАН СЭЗДС МАРКЕТИНГИЙН БАГШ С . САЙН - ОД /MBA/ Brand identity

Transcript of training1_BRAND IDENTITY.pdf

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    Brand identity

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  • , , , , . /merican Marketing Association/

    . , , , , , . , . /David Ogilvy/

  • Brand identity

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    Brand image Vs brand identity . . .

  • Identity ? Visual Identity: (Wally Olins-1978)

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    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 /

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