9

Brand Image and Communications

Chapter Objectives
  • To study the main brand policies chosen by companies (facilitating product brand independence, or providing support from the parent brand)
  • To know how a brand operates and how to measure its effectiveness and impact (awareness, image, loyalty to the brand)
  • To understand brand communication and know how to use the essential tools, that is, logo and image on different media vehicles to optimize company identity
  • To understand the main techniques used to communicate more effectively—from brand extension to co-branding and cause co-branding

9.1  Brand Policy

The concept of branding has evolved over time. In the beginning, the family name of a producer was used to identify, authenticate and differentiate ...

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