D. Aaker's brand identity model
- Title
- D. Aaker's brand identity model
- Description
- The diagram appears to depict David Aaker’s Brand Identity Model, illustrating the complex nature of brand identity. At the center is the "Brand Essence," which is the brand's fundamental nature or quality. Surrounding this core are layers representing the "Extended Identity" of the brand, encompassing various facets through which a brand expresses itself. The model breaks down into four perspectives: "Brand as Product," focusing on the product's attributes; "Brand as Organization," emphasizing the qualities derived from the organization itself; "Brand as Person," relating to the brand personality; and "Brand as Symbol," which is about the visual imagery and metaphoric associations. Three boxes below the model highlight the brand's "Value Proposition," including functional, emotional, and self-expression benefits; "Relationship," the connection between the brand and its customers; and "Credibility," which underpins the trust and integrity of the brand.
- Designer
- David A. Aaker, Erich Joachimsthaler
- Date
- 2015
- Bibliographic Citation
- Trendafilov, Dimitar. (2015). The Brand as an Economic Value and a Sign: Positioning as an Instrument for Creating Market Distinctions.
Part of D. Aaker's brand identity model