training1_BRAND IDENTITY.pdf
15
БОЛОВСРУУЛСАН СЭЗДС МАРКЕТИНГИЙН БАГШ С . САЙН - ОД /MBA/ Brand identity
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Transcript of training1_BRAND IDENTITY.pdf
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Brand identity
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l Brand identity /prism/
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, , , , . /merican Marketing Association/
. , , , , , . , . /David Ogilvy/
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Brand identity
, . Brand identity ? ? .
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Brand image Vs brand identity . . .
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Identity ? Visual Identity: (Wally Olins-1978)
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Behavioral identity: (Kennedy-1977)
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AC2ID /Balmer&Greyser-2003/ Actual: ,
Communicated: identity
Conceived: , . Stakeholder
Ideal:
Desired:
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Identity GAP Vision & Culture
Culture & Image
Image & Vision
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Brand identity-Prism /Jean Noel Kapferer /
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