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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Brand | 6/13 | https://en.wikipedia.org/wiki/Brand | reference | science, encyclopedia | 2026-05-05T15:17:35.555020+00:00 | kb-cron |
name: the word or words used to identify a company, product, service, or concept logo: the visual trademark that identifies a brand tagline or catchphrase: a short phrase always used in the product's advertising and closely associated with the brand graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands 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. sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous example. scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken movements: Lamborghini has trademarked the upward motion of its car doors voice: the expression of a company's personality through its words across channels such as their site copy, advertising, customer emails, newsletters, etc.
=== Brand communication ===
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:
Advertising Sales promotions Direct marketing Personal selling Public relations 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]. One can analyze the traditional communication model into several consecutive steps: