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【正文】 050511 班 陳 露 20211235 Concepts Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise), creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that prises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern valuecreation brandingandadvertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a Tshirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents39。s. The act of associating a product or service with a brand has bee part of pop culture. Most products have some kind of brand identity, from mon table salt to designer jeans. A brandnomer is a brand name that has colloquially bee a generic term for a product or service, such as BandAid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively. Brand identity How the brand owner wants the consumer to perceive the brand and by extension the branded pany, anization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity.[2] Brand identity is fundamental to consumer recognition and symbolizes the brand39。s downgrading, No one ever got fired for buying IBM). In this case a very strong brand name (or pany name) is made the vehicle for a range of products (for exa
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