Great diagram – branding explained

Ben Kunz, who is currently a guest editor over at Brandflakesforbreakfast points us to this excellent diagram by Dennis Hahn that answers the question: So what exactly is branding? You know, the ‘b’ word generally thrown around by navel gazers like myself without any real explanation of what it is we’re talking about.

Dennis’ diagram goes over the four areas of the brand: The brand strategy (company and products, offerings, promise and so on), the identity (the name, logo, personality), management (planning, measurement) and experience (advertising, PR, sales environment and importantly – personal interactions).

The point of it though is to show how all four elements blend into one another, rather than being treated in isolation.

One to cut out and keep, or bookmark.