Monthly Archive:: July 2009

Brand identity Elaboration Exercises

Elaboration can make the identity less ambiguous and thus more useful as a guide to brand building programs. The 4 categories of exercises are: The audit of identity supporting programs reviews the substance behind the brand identity aspirations. Identity role models are actions and programs that communicate the brand. The development of visual metaphors

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How Sponsorship builds brands

Sponsorship has the potential to contribute to brand building in a variety of ways, several of which are unique to sponsorships. The primary goal is usually to create exposure for the brand and to develop associations. Three other brand building benefits however, can be relevant to the selection and evaluation of sponsorships. Connecting the

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