Introduction Effective communication and marketing require an understanding of how to create and maintain a positive image of a brand or organization. The Vision Culture Image (VCI) Model is a framework that provides guidance on how to achieve this by… Read More »Understanding the Vision Culture Image Model in Communication and Marketing
Introduction Introduction In today’s competitive market, creating a strong brand that resonates with consumers is crucial to the success of any business. The customer-based brand equity (CBBE) model, developed by Kevin Lane Keller, provides a framework for building and measuring… Read More »Building Strong Brands: Understanding the Customer-Based Brand Equity Model
This text is translated from an interview with Margot Bouwman, co-author of the book Marketing Communication Strategy (together with Floor & Van Raaij). In the interview, Ms Bouwman elaborates on “the new brand model”, also called the brand circle or… Read More »Dominance – Relevance Brand Model
Build-Bridge-Bond is a management methodology to build strong brands and sustainable brand relations. Companies that invest in people and brands do not only have higher returns on investment, but are also more successful in attaining their company’s goals, both internal and external. They understand… Read More »Build Bridge Bond
The Brand Key is a brand analysis model developed by Unilever. 1. Root Strengths The first step of the BrandKey looks at the original product, values and benefits that make the brand so great, these aspects are the foundation on… Read More »Brand Key
