Branding know-how
A strong brand's success is backed by expertise, approach, style - in depth understanding. We put our finger on the primary concepts that are integrated into the strategy, the creation, and the professional management of brands.
Figurative mark
A figurative mark is an image consisting of a graphic depiction of an image element (e.g. the apple for the company Apple).
Image communication
The image communication transports the stance of the company with the goal of creating identification with the brand. It affects all of the stakeholders’ long-term estimation of the brand: their attitudes, knowledge, expectations, experience, and feelings that they associate with the brand.
Image concept
An image concept defines the stylistic characteristics and content of images in an all-round concept. Unlike the comprehensive image world of a brand, image concepts are used for individual communication measures or campaigns.
Image transfer
An image transfer takes place when an established image is transferred to (and mutually used by) new or different brands, products, or services, such as during product expansion or as part of sponsoring. There is a differentiation between positive and negative image transfer.
Imagery
Imagery defines specific image content and a differentiated image style for a brand. The images make it possible to experience the brand values, approach the target group emotionally, and create recognition value as a whole.
Impact dimensions
Impact dimensions comprise all facets of a company in which the brand personality is expressed. Communication, appearance, corporate culture, and behavior, as well as products and services.
Internal branding
Internal branding is a management process that is integrated and directed internally to anchor the desired brand identity in employee behavior, particularly in their relationship with customers. The basic requirements for this process are a clearly defined brand identity, an integrated brand understanding, and customer teams that are put together in an interdisciplinary manner.
The Brander is a publication of the Branders Group
Branders is a specialized consulting agency for branding. We provide a full range of integrated brand consulting and creative services to help our clients create, build and revitalize their brands.
Branders Group AG
Rämistrasse 6
8001 Zürich
Switzerland
Phone +41 43 336 80 40
www.branders.ch
[email protected]
The Brander is a publication of the Branders Group
