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David Aaker Identitetsmodel
Definér brandets essens, kerne og udvidede identitet i én samlet model.
ForgeLab Strategy
David Aaker's
Brand Identity Model
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Extended Identity
Extended Identity (Tekstur og komplethed)
Core Identity
Core Identity (Den tidløse kerne)
Brand Essence (Hjertet af brandet)
Brand as Product
1. Product scope 2. Product attributes 3. Quality/value 4. Uses 5. Users 6. Country of origin
Brand as Organization
7. Organization attributes (e.g. Innovation, consumer concern, trustworthiness) 8. Local vs Global
Brand as Person
9. Personality (e.g., genuine, energetic, rugged) 10. Brand-customer relationships (e.g., friends, adviser)
Brand as Symbol
11. Visual imagery and metaphors 12. Brand heritage