File:Relationship between trade marks and brand.jpg
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Summary edit
| Description |
English: Relationship between trade marks and brand:
Branded objects are mainly goods and services. As far as corporate brands are concerned branded objects are e. g. the staff or the architecture of a company. The branded objects bear trade marks and can therefore be assigned to a brand name (which is a trade mark itself). The trade marks are held by the trade mark(s) holder. Branded objects have properties:
In some of these properties branded objects differ from competitive objects of other brands. These competitive edges (= brand level 2), along with the trade marks (= brand level 1), make up a brand (as is defined by marketing). The trade mark(s) holder perceives the major portion of the actual and the pretended properties of the branded objects. These properties shape the brand identity. The target group members and stakeholders perceive portions of the actual and the pretended properties as well as putative properties of the branded objects. These properties shape the brand image. An essential goal of brand management is to align the brand image to the brand identity which was shaped by the trade mark(s) holder. |
| Date | |
| Source | Own work |
| Author | LepoRello |
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Permission is granted to copy, distribute and/or modify this document under the terms of the GNU Free Documentation License, Version 1.2 or any later version published by the Free Software Foundation; with no Invariant Sections, no Front-Cover Texts, and no Back-Cover Texts. A copy of the license is included in the section entitled GNU Free Documentation License. |
File history
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| Date/Time | Thumbnail | Dimensions | User | Comment | |
|---|---|---|---|---|---|
| current | 04:57, 23 March 2010 | | 540 × 720 (40 KB) | LepoRello (talk | contribs) | Minor improvements |
| 21:27, 22 March 2010 |  | 540 × 720 (39 KB) | LepoRello (talk | contribs) | Minor additions | |
| 21:20, 22 March 2010 |  | 540 × 720 (37 KB) | LepoRello (talk | contribs) | Minor correction | |
| 20:55, 22 March 2010 |  | 540 × 720 (37 KB) | LepoRello (talk | contribs) | {{Information |Description={{en|1=Relationship between trade marks and brand: Branded objects are mainly goods and services. In corporate brands branded objects are made of e. g. the staff or the architecture of a company. The branded objects bear t |
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