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8 Cards in this Set
- Front
- Back
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What should a strategy document cover |
1. what is our objective 2. who are we talking to? 3. What is the core benefit 4.Why should target believe us? 5. what is brand personality |
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MAPS |
D'arcy Marketing and advertising planning system |
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Franchise |
total perception that a group of customers has for a branded product or service |
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Positions refers to what |
consumers perspective |
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What is the Brand Franchise model |
visual representation of perception, Product, Personality, Situation |
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Product |
Physical Characteristics such as - texture -appearance -size -weight smell,taste, mfg. process Performance Characteristics - effectiveness, durability, convenience Identity-name, package, logo Price |
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Personality |
qualities of brand as if it were a person reflects user of symbol |
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Situation |
setting for brands in ads purchase occasion usage occasion |
