oa Journal of Marketing - Delivering differentiated brand intelligence : case study
|Article Title||Delivering differentiated brand intelligence : case study|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Aug 2008|
|Pages||42 - 43|
|Issue||Aug / Sep 2008|
As marketers, we're in the business of creating strong brands in order to deliver brand equity - the marketing equivalent of the bottom line. So what does it take to create a strong brand? A brand is more than just a look or a logo. It's an accumulation of thoughts and feelings, a multi-sensory, experiential signature that's consistent and cohesive and takes time to develop. At Ornico Media Information we call it Brand Intelligence : the synchronized delivery of a set of visual codes via brand positioning, brand message, brand personality and brand promise to a select and tightly targeted market. And we recently saw a successful example in the new Audi A4 'Strings' TV commercial.
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