globethink.com

metabrand.net

Brand Personality

http://www.metabrand.net/personality.html

Aaker, Jennifer L., “Dimensions of Brand Personality,”. Journal of Marketing Research. Vol XXXIV (August 1997) 347-356.

metabrand.net

Brand Tension

http://www.metabrand.net/blue_car.html

Tension: Negative or Positive? Article by Gautam Talwar of Rediffusion-Y&R in. April 12, 2013.

metabrand.net

Good-Better-Best

http://www.metabrand.net/good_better_best.html

This classic form of product line structure offers three tiers of quality, each at a corresponding price point. Originating in U.S. mail-order catalogs from Montgomery Ward and Sears, the Good-Better-Best structure was used to market thousands of products from clothing to tools to appliances. Today, many branded offerings use some variation of Good-Better-Best., e.g., Silver-Gold-Platinum service packages and Economy-Business-First Class air travel.

metabrand.net

Brand Community

http://www.metabrand.net/communities.html

Muñiz and O’Guinn defined the term as “a specialized, non-geographically bound community based on a structured set of social relations among admirers of a brand.” By 2009, Fournier and Lee had developed a practical classification of Pools, Webs and Hubs; outlined 18 roles for community members; and used keywords to differentiate the ambiance. Fournier, Susan and Lara Lee, “Getting Brand Communities Right,”. April 2009, 105-112. Further reference:. Journal of Consumer Research.

metabrand.net

Brand Relationships

http://www.metabrand.net/relationships.html

Susan Fournier used 1:1 interviews to develop an idea that some find controversial: People can have relationships with brands in their lives. She classified these relationships using terms such as best friend, committed partner and fling. More recently at Boston University, Fournier and others have explored negative relationships, e.g., addiction to a brand. Extract published by Boston University from Fourner's article Relating Badly to Brands. Further reference:. Journal of Consumer Research.

metabrand.net

Behaviors

http://www.metabrand.net/behaviors.html

If a brand can have a personality and can engage in relationships, can the brand also behave? Brand behaviors are the human behaviors of the people who fulfill the brand’s promises – or not – as they sell, service, talk, write, tweet or otherwise represent the brand. In guiding the desired behaviors that will best represent a brand, two points of alignment are:. The brand’s personality. Which can display different degrees of formality in different life. The organization’s values.

metabrand.net

Degree of Fit

http://www.metabrand.net/puzzle.html

David Aaker’s April 2012 HBR Blog post, “Brand Extensions Work.” Further reference:. Aaker, D.A. and Keller, K.L. (1990), Consumer Evaluations of Brand Extensions,.

metabrand.net

Sonic Branding

http://www.metabrand.net/sonic_branding.html

Also known as acoustic branding, this is audible brand equity. Although its scope can include advertising jingles and music-on-hold, the purest form is something like a logo in sound. An early, enduring American sonic brand is the three-note chime of the NBC broadcast network. For a fresh and global example, search and compare the new (2013) versus the old (1999) branded sound of BMW. Ldquo;BMW sound logo”. Recommended reading and listening:.

initialabs.com

InitiaLab® the initiative laboratory meeting

http://www.initialabs.com/il_how.html

Why do an InitiaLab? Where, how and who?

initialab.com

InitiaLab® the initiative laboratory meeting

http://www.initialab.com/il_why.html

Why do an InitiaLab? Where, how and who?