Today I will be talking about branding, with a specific focus on the corporate brand, that is, organisations and their use of brand, and how it the internet as a social network changes the way in which they present themselves.
So let’s jump straight in shall we.
[WHAT IS A BRAND?]
Think about Apple. Now forget everything you know about the product. It doesn’t matter. The brand does. Apple computers, iPods, iPhones — they’re all produced in various factories across South East Asia. These same factories are just as able to make parts for Android or Windows Phones. It doesn’t matter. Apple, with their HQ in California, aren’t about a product. They’re a brand.
Apples branding strategy focuses on the customer and their emotions: the experience of how the apple image makes you feel. “The Apple brand personality is about lifestyle…
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