Components of brand

Main components of brand can be distinguished:

  • identification component - allows easy distinguishing of a given product from competing products,
  • quality component - guarantees a certain level of quality of branded products, producers promise to customers
  • promotional component - attracts buyers' attention and encourages them to buy.
  • value component - indicates the values provided by the manufacturer
  • culture component - represents a certain level of culture of users/customers
  • personality component - characterises users of brand, story related with brand use

References

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