33 lines
2.1 KiB
Markdown
33 lines
2.1 KiB
Markdown
---
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title: "Brand"
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chunk: 6/13
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source: "https://en.wikipedia.org/wiki/Brand"
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category: "reference"
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tags: "science, encyclopedia"
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date_saved: "2026-05-05T15:17:35.555020+00:00"
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instance: "kb-cron"
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---
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name: the word or words used to identify a company, product, service, or concept
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logo: the visual trademark that identifies a brand
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tagline or catchphrase: a short phrase always used in the product's advertising and closely associated with the brand
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graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand
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shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands
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colors: the instant recognition consumers have when they see Tiffany & Co.'s robin's egg blue (Pantone No. 1837). Tiffany & Co.'s trademarked the color in 1998.
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sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous example.
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scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked
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tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken
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movements: Lamborghini has trademarked the upward motion of its car doors
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voice: the expression of a company's personality through its words across channels such as their site copy, advertising, customer emails, newsletters, etc.
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=== Brand communication ===
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Although brand identity is a fundamental asset to a brand's equity, the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC:
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Advertising
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Sales promotions
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Direct marketing
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Personal selling
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Public relations
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The effectiveness of a brand's communication is determined by how accurately the customer perceives the brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005].
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One can analyze the traditional communication model into several consecutive steps: |