January 2015
Beginner
344 pages
7h 36m
English
Content preview from Key Management Models, 3rd Edition
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Branding pentagram
The big picture
The branding pentagram is a model that helps to translate corporate strategy into branding policy by stating the branding principles, ‘loading’ the brand, choosing the desired positioning, and translating branding into everyday actions.
When to use it
The branding pentagram is useful for organisations that are willing to develop or improve their branding. It serves as a framework to define the brand and its strategy:
- Who is the product or service for?
- What does the product or service do?
- How is it useful to me as a client?
A brand is the complete set of signals that surround a product, service or company. ...
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