Essay on Branding

27000 Words Dec 11th, 2010 108 Pages
UNIVERSITY OF NICE SOPHIA ANTIPOLIS
Institut d’Administration des Entreprises

ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES

Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur

Damien Bo
Advisor: Professeur

Camelia Akbari
Année universitaire: 2009-2010

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Acknowledgment
First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this
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It is crucial to pay attention to these moderating variables and manipulate them so as to make brand communications conducive to building brand equity; otherwise those communications will not be effective and in some cases will cause an opposite effect to damage the brand.

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List of Contents 1. Introduction
1.1 Introduction 1.2 History 1.3 Problem statement 1.4 Research questions 1 4 4 5

2. Theoretical framework
2.1 Brand 2.2 Branding 2.3 Schools of branding 2.4 Strong brands attributes and benefits 2.5 Differentiation 2.6 Brand Identity 2.7 Brand image 2.8 Brand architecture 2.9 Product branding vs. corporate branding 2.10 Brand extensions 2.11 Co-branding 2.12 Brand personality 2.13 Brand equity 2.14 Customer engagement 2.15 Brand positioning 2.16 Brand value 2.17 Innovation 2.18 Consistency and change 6 9 12 14 15 16 17 18 23 25 28 28 28 34 34 34 35 35

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List of Contents 3. Advertising
3.1 Introduction 3.2 Advertising 3.3 International advertising 3.4 Some advertisement models (hierarchy of effects models) 3.5 Goodyear model of advertisement 3.6 Memory factors in advertisement 3.7 Attitude and briefs 3.8 Response and reactions to communications 3.9 Advertisement mediators 3.10 Advertising moderators 3.11 Moderators in brief 3.12 Results 37 37 39 40 42 44 45 45 46 47 59 59

4. Brand Elements
4.1 Introduction 4.2 Brand Elements 4.3 Considerations of choosing brand elements 4.4

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