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Pwrp 2 / bnd R DgP 10 V 1: Fn

--------------------< Pgrpy: Prvky

& Rn

Dgnd y tj Ry, d

f Rg Cr d f dn

rnn ppd y fn

Ky c . t cncp cp y

n n w rnd pr

f n d gn.

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P 10 V 1: Fn

Creating a Sense of IdentityW pp nd fr nd w y v n d

wc wr rgy dfnd y cr n wc

y wr rd: fy, c nvrnn, dcn nd

rgn nfncd wy y w v. t -

c cr prvdd w yc ndd

cr n f dny. in crrn g nvrnn,pp r n ngr d rdn cc ffrd

y c cr. t wrd pnd p. t nrn

nd p fr w nw dg wrd, w

f rv k pyc dnc ppr rr.

Fr erpn, kng w Cn frnd rgskyp r vng r w v n usa p

n crrn dy nd g. Gzn gvng pp

py w r, nd n r

rdnng f nr ng pp (cnr). ty

v c r pn dffrn cr nd r

r vr fy. i rd n grwf cr-cr cnc nd n rzn f g

rk. exprnc r n ngr drnd cpy y

c nvrnn; wrd pyng fd. R w

cnn dfn pp, xpr nw xpr-

nc w prvd w dffrn prpcv. a prf prc, rdn fy r ry

nd cc nr pcr.

Connecting to a Brand

t rc fr prn dny p dfn w -

prn nd w y nd knw gn f-,pprv nd rcgnn. Pp k ng, pr f

ng ggr n v. on wy dfn yr-

f cnnc rnd nd cr. Cnr n

ngr y prdc ny c f r fncn q-

; y k yng rnd nd fr ng.sng cnnc nd r , ng r, vn

r, n y cn pr f. a e nd Dv

pn , in cnr cr, pp n ngr cn

fr ry fncn fcn, cnpn c

nng-d . . . . 2

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o Ne W a Y to DeF iNe Yo uR s elF

is to C o NNeC t to a b R a NDa ND i ts C ultuR e

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D y wn wk rg f w cr cncnc?

Kyc fn rnd nv vryn k

pk nd cn. Y cn c r

prdcd n n nvrnny frndy wy nd rnd k n rg n ccn. tr nq

rck-nd-rc y w jrny d y jn

r wr fr y nd p n yr c fr r-

vng cn wng frc ppng fn-

d grn. opn nd rnprn, g nr

rpc fr pr nvvd. t rnd cnc f-y npr nd v f pp. Kyc v

n crng pv cng. Cr wr prdc

npr r n ny lk gd, d

gd. DJ t, fr xp, d dr cc

wr Kyc fr pprnc Dnc4lf n 2006.

Functional and Emotional Brand Elements

ag fncn n f rnd w

r prn cc, n r -

y cpd y cpr. a rnd nd fnd n-

r wy, rfr, dffrn f fr cp- n. i nd cnnc w cnr. t cn

dn y crng n n. t n d

f rnd, prny w p pp

cnnc rnd. t pr r rnd

cn v prn n c wy pp

d. i rnd prny dfn rnd n r f n crcrc. i cr fr

fng rnfrrd cnr f

The SToreaS home

of The Brand

erica Bol

F R o m the m o m eNt h o m o s a P i e N s l i t the F iR s t F iR e ,

P eo P le ha Ve b eeN C o NC eR NeD W i th the la R G eR m ea N iNGo F l iF e W ho a R e W e a ND W hY a R e W e heR e? th is i s No t

a N ea s Y Q ues t io N to a Ns W eR , a ND eVeN i F o Ne F iNDs a N

a Ns W eR , ho W lo NG W ill i t b e s a t is F Y iNG ? l i Ves C ha NG e ;

P eo P le a R e iN a C o Nt iNuo us P R o C es s o F DeF iN iNG a s eNs e

o F W ho theY a R e a ND W ha t theY b el ieVe iN . theY a R e

C o Ns ta NtlY b u ilD iNG a ND R ea R R a NG iNG the iR m o s a iC o F the

s elF , i s ho W DeNN is ha hN a P tlY P uts i t .1 s o h o W D o e s

a P eR s o N , iN th is b iG m ult iC ultuR a l W o R lD W i th a ll i ts

C ho iC es , F iND a N iDeNt i tY ? th is i s W heR e b R a NDs C a N C o m e

iN a ND C a N ta Ke o N a NeW a ND iNtR iG u iNG R o le .

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Pwrp 2 / bnd R DgP 12 V 1: Fn

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P eo P le l iKe to b elo NG , tob e P a R t o F s o m eth iNG b iG G eR

tha N them s elVes

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prncp fr fw fncn. lk prdc fr ,

r d n r r nr nd f g qy.

t r pc wr pp c gr nd wn n, pc wr y cn xpr r v fr

y f fd. Wn n Dn & Dlc c r w

kd wy wkd n ddn fr ck v cf-

f r, nwr w, i y fy r. t

wr i ng.

Finding an Identity

in rc f prn dny, pp k fr wy

dfn v. Cnncng w rnd nd cr

n wy f dng . ony rnd w prn cn

cr cr nd nng wc cnr cnr. a rnd cr nd nvv d nc nd cnn ny n cn r f y-

rg. and dgn f r, wc

f rnd, d rncnd c cnvy, n

cry v wy, prny c cr f

rnd. tr fn f prf, rnd nd dgn nn-f rnd cr nd rnfrc v pc f

rnd nd vryng nd fr.

1 Dnn hn, Gv t sng bv in:t V f brnd Cr, D brndng,

www.drndng.c/rnd-cr, 2008 (ccd 23 Dcr 2008).

2 Rcrd e nd andr Dv, syc rnd nd ncyf dny prfrnc, brnd Cultur, Rdg, Nw Yrk, 2006.

3 Yn Q. m, Vcr Rvn, Wngtn Pt,bn scn, 29 Frry 2008, D01.

drd nd v n cnncn d.

tr pcfc pn kp n nd wn dvpng

rnd prny rng ng frg v nk.

1. mprcy pkng, rnd prny gg crn yp f rnp. t rnp dd

fr prn--prn cnc nd prvd qck

nd ffcv ndcn f w cn xpcd f

rnp.

2. a rnd prny prvd vc fr xprnf cr prn dny. sf-xprn y

r vvd n c f rnd w rng prny

3. a ccf rnd prny cnvy fncn n-

f nd prdc r ffcvy.

in rf, rnd prny k rnd r nrngnd r fr cnr. i fr fndn f

cp cr rnd rnd, wc pp cn

cnnc n rdr dnfy v.

Holistic Branding Conceptsbrndng c cncp. in xpnn f n

mtpyc, ar wr w r n

f pr. if pc f pzz c, -

g cp. brndng pprnc. evry

p kn nd nc nd cnn. Dvp-

ng rnd d w wy pp c, , ,nd, f nd k. ony y ng wr f w c-

nc rnd nd nd d cpny n q-

n cn rnd-kr ry ccf. on ky pr f

pzz nd n fn vrkd drng -

n f cnncy f vr n f rndcr dgn. if rnd-rd dgn fnc-

n nd ccf, d n rnd prn-

y. i d n ny cy ppng,

crrpnd vr rnd cr. on wn, nc

g n gng c ny r. if r dcnnc

wn g nd g, pp g cnfd.Vcr scr, ngr rnd, gd xp f

crrny dng w dcnnc. t dgn f

--------------------Pgrpy : er c b nd

sc b

Dpy wndw f Vcr scr ,

fn w dn y grd y vvd n ng

xr n r g n nn n,

nk wy n wc

rnd g w cnc d

pc.

--------------------

--------------------> Pgrpy: Rn brwn

nd tnk tnk Crv

( Jck s vn)

t Dn & Dlc,

gr-fd cn, ffr

fd cd fr

rc wr dwd . sppr ng

g rnd y f

prn n: fd d p yd

n nr cnx , w

p c pckgng . t prdc

f w .

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o N i ts o W N , a N i C e im a G e i sNo t G o iNG to C ut i t a NY m o R e

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r d n c g. t rnd c xy fr wn gd. ly nnqn n

r nd g n v d n c

r-fnn g f dng xy wn

cr. t dcnnc n cknwdgd

y cf xcv f Vcr scr, srn trny. 3

Vcr, prpr --nr-rn lndnr wcy ndrng wr r cr, grdy rnd

n y Vcky, w n q fnng r

x pp.

Matching the Store to the MessageYr r d n f yr rnd. i

d cy ppng w cnvyng

g nd yr rnd prny. Dn & Dlc,

usa-d gr-fd r, gd xp f

rr c dgn f r g.

Dn & Dlc pnd fr r n y crnr nsh, Nw Yrk. t r n nprn fr pp w

wn dnfd crv nd knwdg wn

c r f qy fd. Dn & Dlc

rv rgnc fd fr vr wrd

crv dnc. t rnd ffr cr p- crn f fd nd pc xprnc f

pr ckng nd ng cn rng. Fd

prprd n p pp cn w

prdc nd cn r. Vg r pryd

kp fr. and, c p, fd

wn n nr cnx (w x nd pc) ndckd n n rn wy. t rcndzng nd dgn,

dncv nd gn, r d n n