Author / Florian

The naming process is an integral part of brand development. The following are the basic understanding of the main theoretical models: According to Economists Meffert and Burmann, the previous brand management practice…

IDENTITY AND BRAND NAME The central element of the identity-based approach is the brand identity. Identity must ultimately cover brand or company name. The Economics access to the identity of brands based…

IDENTITY APPROACH BY AAKER According to Aaker, a brand is a unique composition of associations. Which Means that, in developing a clear brand identity, the relationship between brand and consumer should be…

FROM THE SITUATION ANALYSIS TO THE CREATION Since the external image of brand identity cannot be made directly, but only indirectly, self-image of the brand is the central starting point for all…