Anchor ProfessionalsBrand Identity & Communication
KONGMING sharing
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Part One. BRAND IDENTITY
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Foundation Framework: Introducing the brand Identity
As a ladder, Brand benefits build upon each other starting from the bottom and leading towards delivering on our brand promise. Meanwhile, they are influenced by the outside context.
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Brand Vision
As a ladder, Product Truths, Functional Benefits and Emotional Benefits build upon each other and lead towards delivering on our brand promise.
Finding?the?performance?of?every?business?of?food
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Brand Benefits
Within the target audience context and the market context, brand value proposition builds on: Product Truths that are original, relevant, credible and appealing to consumers Functional Benefits that consumers gain as a result of using our products Emotional Benefits that consumers feel from using our products
*C constantly effects B‘s decision though our brand meanly communicates via B, therefore, brand identity reflects a brand that is relevant for both
Based on needs of Business Product truths Functional benefits Emotional benefits
Based on needs of Consumers Product truths Functional benefits Emotional benefits
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Brand Benefits
Within the target audience context and the market context, brand value proposition builds on
*C constantly effects B‘s decision though our brand meanly communicates via B, therefore, brand identity reflects a brand that is relevant for both
Based on needs of Business Product truths that are original, relevant, credible and appealing to consumers Brand Image , Product Quality , Supply & Logistic , Price Functional benefits that consumers gain as a result of using our products Trust , Good Performance , Adding-Value Emotional benefits that consumers feel from using our products Promised Support