(name)(term)(sign) (symbol)(design)

(Brand name) (Trademark)) (brand

elements) (brand

identity)() (Image)

(Brand Elements)

(Brand names) (Logos/Symbols) (Characters) (Slogans) (jingle) (package) URL (, Uniform Resource Locators)

(memorability) (meaningfulness) (protectability) (transferability) (adaptability) (Likeability)

(rejection)

(brand nonrecognition)

(brand recognition)

(brand preference)

(brand insistence)

?

?

?

Assael

(brand impression)

(brand associations)

(emotional benefits) (self-expressive benefits)

Walt Disney World Resort

Located in Orlando

Magic Kingdom

Epcot

Animal Kingdom

MGM Studios

Great Fun

Expensive

Parks

(core brand value)

brand mantra

(brand essence) (core brand promise)

DNA

(1/2)

(2/2)

(

)

(

)

():

()

(AFBP)

(, Brand equity)

AFBP

Attributes

Functions

Benefits

Personalities

/ /

/

(licensing)

Hello Kitty GucciYSL

private branddistributor brand reseller brandstore brand

house brand (manufacturers brand)

YoYo

(Simple) (Unique) (Meaningful) (Easy to pronounce)

(multi-brands)

(cannibalization)

(flanker brandsfighter brands)

vs.

(Individual names) (Blanket family names) ()(Separate family names) (Corporate

name/individual name combo)

vs (Individual names)

---

(Blanket family names)---

P&G

SONYBMW

co-brandingdual branding brand alliancesbrand bundling

Smart

(ingredient branding)

Intel(Dolby noise reduction) Gore-Tex

(Brand extension)

(brand management)

(external brand management)

(internal brand management)

(brand revitalization)

(brand equity)

(brand assets)

(brand liabilities)

Interbrands Brand Equity Formula

(25%) (25%) (15%) (10%) (10%) (10%) (5%)

(brand equity)

customer-based brand equity

(brand awareness)

(brand loyalty)

(perceived brand quality)

(brand association)

Aaker Model

(1/2)

(2/2)

Q & A The End

(Brand Elements)Assael(brand impression)(brand associations)(core brand value)(1/2)(2/2)() 15 (licensing)(multi-brands) vs. vs 28(Brand extension)(brand management)(brand revitalization)(brand equity)(brand assets)(brand liabilities)Interbrands Brand Equity Formula 48(1/2)(2/2) 51