Advertising and Public Relations · TEE · papers

Q1C · Explain the Concept of Brand and discuss how brands are associated with physical attributes and intangible values

2023-12-05 · Semester V final / re-exam

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

2023-12-05 · Q1C · Previous-paper question. Explain the Concept of Brand and discuss how brands are associated with physical attributes and intangible values. [5 marks]

Answer

Definition. A brand identifies an offering and distinguishes it from alternatives through names, signs and other associations. Brand identity is the intended presentation; brand image is the audience’s actual perception.

In simple words. Logo identity ka part hai; audience ke dimaag ka meaning image hai.

Swipe across the diagram to read its labels ↔
Identity is intended; image is perceived
Diagram: Identity is intended; image is perceived. Labels: Identity is intended; image is perceived | Identity is intended; image is perceived | 1. Identity | Name, signs and intended associations. | 2. Touchpoints | Product, service, packaging and messages. | 3. Image | What the audience actually understands and | feels. | 4. Equity | Value added by accumulated brand associations.
What a brand is: identity, image and promise — follow the labels in order.

Understand it step by step

  1. Identifier: a name, logo, colour scheme, packaging or sound helps people recognise the offering. Recognition reduces search effort.
  2. Association: people connect the identifier with experiences and expectations such as reliability, value or convenience.
  3. Promise: communication makes a claim about the experience. Product performance and service determine whether that promise is credible.
  4. Identity versus image: the brand may intend “premium and helpful” while customers experience “expensive and slow”. Management must investigate and close that gap.

See it in use