1. March 22, 2010 (HTM 231) Choi
Brands and Branding
Brand Identity
 The outward manifestation of the essence of a corporate brand, product brand, service
brand or branded environment (Landor Associates, 2005)
Brand Image
 “Consumers’ perceptions about a brand, as reflected by the brand associations held in
consumer memory”
Brand Association
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2. March 22, 2010 (HTM 231) Choi
http://i.imgur.com/rg35g.jpg
Point of Parity (POP)
 Benefits that might be shared with other brands in a certain category.
 Category points of parity : benefits that consumers expect from a certain product
category (expected product level)
Point of Difference (POD)
 Attributes or benefits that consumers strongly associate with a brand, positively
evaluate, and believe that they could not find to the same extent with a competitive
brand.
_________________’s POP
_________________’s POD
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3. March 22, 2010 (HTM 231) Choi
Four Components of Four Components of
“Destination” Brand Image Brand Image
(Nepal) (Store)
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4. March 22, 2010 (HTM 231) Choi
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