عنوان قارسی مقاله:  نام تجاری


عنوان انگلیسی مقاله:

Building the Living, Breathing Brand




 


بخشی از مقاله

1. Brand Image Trap
A brand image trap results when efforts to go beyond the brand image are lacking.The brand image becomes the brand identity rather than just one input to be consideredTommy Hilfiger once removed the logo of their shirt to introduce some new design in the market. They did not realize that the identity of the brand as perceived by the customer was a shirt with logo on it. The new strategic move did not go so well, that they had to come back to the logo. This is an answer that Image is a subset of brand identity but not the brand identity.Companies have to focus on more than what their customers want, but also reflect the soul and vision of the brand.



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