Brand Building
Definition
Systematic activities for shaping and enhancing brand image.
Historical Background
2000s: brand building concepts drove differentiation.
Example
From positioning to communication, systematic brand image shaping. Like image engineering.
Formula
Brand Value = f(Awareness, Reputation, Loyalty)
Core Concepts
Intangible asset accumulation: building competitive barriers through brand value.
Extended Applications
Positioning: target market, value proposition; image: visual identity, story; communication: advertising, PR; management: maintenance, extension; evaluation: value, health assessment.