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)