Internet Marketing Essay Example | Topics and Well Written Essays - 3000 words

net income Marketing - Essay ExampleCustomers too see tags as something that is more than than what is built into the product. But these set and meanings may be different from customer to customer or from one group of customers to another.While Aaker is of the judging that brand values are expressed along these four dimensions others like Jean - Noel Kapferer are of the view that this expression is along six dimensions Physique, relationship, reflection, personality, culture and self- imagination. (Kapferer 2000, p.127)Brand identity operator operator is made up of a consequence identity and an extended identity. A brands cell nucleus identity is fundamental to the meaning of a product. It is what a personal line of credit testament pauperization its product or service to be perceived as.The extended identity of a brand includes aspects of the brand that complete the picture. This will normally be, aspects of the brand that a line will regard its target market place t o associate with. Everything a brand stands for cannot be communicated merely by its core identity. This blemish of the core identity is made good by its extended identity. And the broader a brands extended identity the more unforgettable it will be. (Aaker 1996, pp.85-9)The concept of brand identity brings us to ... It is what a business will want its product or service to be perceived as. The core identity of a brand helps a business to specifically identify the essence of a brand, organizational values that drive the brand, and what the organization itself stands for. It is what gives a brand its uniqueness and sets it apart from competition. It is something that is relatively permanent. 3Extended IdentityThe extended identity of a brand includes aspects of the brand that complete the picture. This will normally be, aspects of the brand that a business will want its target market to associate with. Everything a brand stands for cannot be communicated merely by its core identity. This shortcoming of the core identity is made good by its extended identity. And the broader a brands extended identity the more unforgettable it will be. (Aaker 1996, pp.85-9)Brand PositionThe concept of brand identity brings us to the concept brand position. Brand position is that part of a brands identity and its value proposition that a business intends to repeatedly communicate to its target market. It is the brand position that communicates an advantage over competition. All advertising is focus on on a brands position. (Aaker & Joachimsthaler 2000, pp.41-2) Brand ImageWhile a brands identity is what a manufacturer or distributor may want its target market to perceive it as, a brands image is what the actual market perception. In wanting to communicate a brands identity companies send out messages it is how the market receives these messages and interprets them that are important. Although brand image is a lagging indicator, it helps the marketing department make corrections to its communications strategy if its