WK12: Branding

Lối Thoát Hiểm

Câu Hỏi 1 of 1

  Thời Gian Còn Lại


WK12: Branding

Khớp văn bản (nhấp và kéo)   


Khớp văn bản

Brand Value

Brand Equity


Brand Personality

Brand Tone of Voice

Experential Narration

Event- centric Narration

Narrative (Definition)

Stages of Narrative

Evaluation in Narrative

Narrative model: ACT

Narrative model: AGENCY

Narrative model: SCENE

Narrative model: PURPOSE

Narrative model: AGENT

Nhấp và kéo

How and by what means the act was performed

Where and when the act occurred

the representation of events as it actually happened

Why the act as performed, its implied or stated goal

the attributes of the brand’s character that differentiate it from others.

the telling of a series of two or more interconnected events. Stories need to have a point to be tellable in context it occurs in

the actual (‘measurable’ in Background reading, p.4) financial worth of the brand.

the descriptive aspects of a brand—whether symbols, imagery, or consumer associations and the strength of those reflections, dependent on customer perception. ie. mental representations of a brand

can feature at any stage, or run through the whole story. This is the element that reveals the reason for telling the story

denotes the language styles or register a company uses to communicate its unique personality

focus on how the agent experiences the acts/events.

the metaphorical brand person with which the stakeholder is intended to identify ie. M&Ms and use of first person singular on packaging

What took place in thought or deed

Abstract, Orientation, Complicating action, Evaluation, Resolution, Coda

Who performed the act