The brand,
in addition to being a symbol that represents a company consisting of a logo, a
name, a drawing, is essentially a psychological variable and a relationship
with the company and its target customer contains not only the distinctive
aspects of business but also the expectations of the target, the company's
history, mission, philosophy, and evokes a way of being.
EXTRABRAND
is a useful tool proposed by Semiomarketing to:
- identify and extract the essence of the
brand
- create new or replace existing ones to
make them more effective
These are
the extrabrand tools:
- archetype - the archetypal idea behind the brand
- source - the primitive idea at the basis of perceived brand
- identity - how the brand will appear
- relationship - the relationship with the receiver
- lector - the ideal receiver in which the brand is aimed
- modus - the brand’s communication style
- literature - the slogans, the payoffs, the jeengle ingrained in the collective memory related to the brand.
- appearance - the shape, color, or the media (music, editing, photography) through which the brand is presented and appears to the consumer
The items
follow a climax, a succession of scalar depth.
In fact:
- the first item (archetype) refers to the deepest, unconscious and hidden nature of the brand,
- the last (appearance) is the most superficial, derived from the interpretation in visible signs of the previous items . It is also the way through which the company shows itself to the public.
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