Components of the brand
Elements of Components of the brand:
At the core of the brand lie its tangible features, functions, and aspects of design, price or package.
As we move further out, we find the less tangible features that surround the product associated with service, delivery, promotional messages, image, name or corporate reputation.
Depicts the components of a typical product-based brand with a service delivery involved
Communicating all components to customers
Differentiation from competitors
Threat of disruptive entrants
Effective management of a brand involves recognising and constantly developing all of these components in order to be relevant to the needs of the target market
Source of Components of the brand:
de Chernatony et al. (2010)