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However, a brand moves in one direction, otherwise it can lose its meaning and become void of content. Most enduring brands have meanings that describe their content and sense of direction. For example, BMW and Volvo use the same ABS braking system but the identities are completely different. The differentiation is what meaning the identity gives to each brand...

The differentiation is what meaning the identity gives to each brand.

PRINCIPLES OF BRANDING

? Creating brand identity

One should answer the following question when creating a brand:

"Who are we?" or in other words "who is this brand?"

Then the following questions come forward:

"What do we do" or "what does this brand do?"

"Why does it matter" or "why does the brand exist?"

In order to answer these questions a brand identity should be developed which consists of the following:

- Why does this brand have to exist? What would the consumers be missing if the brand did not exist? Your answer to this question is where your brand differentiates and what gives your company its reason of existence...

General points of the essay

Airbus Moves to Rewire Its Management First Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal China Moves To Tighten The Money Supply Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand walmart direction Zara Who Is Your Brand content and meaning Mystic Void in Yeats Art Direction Exercise Music Moves Minds Does The Void Exist the void A Change In Direction

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