Talk:Marketing

Creative Corporate and Marketing Communication - Week 4 - Brand identity and image
Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors. Often, this involves radical changes to a brand's logo, name, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket ( Wikipedia )

Creative Corporate and Marketing Communication - Week 5 - Branding

 * Brand image vs. brand identity


 * Brand identity is the outward expression of a brand – including its name, trademark, communications, and visual appearance ( Wikipedia )


 * The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. ( Wikipedia )


 * Co-branding also called brand partnership, is when two companies form an brand alliance to work together, creating marketing synergy. As described in Co-Branding: The Science of Alliance ( Wikipedia )

Brand alliances is a branding strategy used in a business alliance. Brand alliances are divided into three types. Cobrands, brand licenses and cross marketing ( Wikipedia )

Creative Corporate and Marketing Communication - Week 7 - Brand architecture

 * Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. ( Wikipedia )

Brand architecture - See also

 * Umbrella brand
 * Brand valuation
 * Family branding
 * Corporate branding
 * Brand management
 * Marketing mix modeling
 * Brand language
 * Individual branding
 * Personal branding
 * Aspirational brand
 * Brand aversion
 * Brand community
 * Brand engagement
 * Brand loyalty
 * Brand implementation
 * Brand orientation