[Music] hello everyone as well as welcome back to the company situation checklist where we have a look at bits of company to try to leave our sessions a little bit even more understanding concerning the organization that borders us today we'' re mosting likely to be speaking about brand identity and also especially we'' re going to be unboxing core versus extended brand identification based upon the renowned marketeer david ocker'' s brand vision model anatomically awkward thinks a brand name can be composed of three parts the brand name'' s core identity the brand ' s extended identification as well as in some instances the brand name'' s essence allow ' s unbox each of these terms to recognize exactly how they vary get fit together initial allow'' s begin with a brand'' s core identity a brand name ' s core identification is comprised of 3 to 5 core brand name elements that genuinely define the brand name these aspects are what really sets the brand besides various other brands the differentiating aspects how do you recognize which brand aspects are core brand name components well the core aspects need to be truly important to the brand'' s identification subtract one of these elements and the brand loses its method that'' s when you'recognize you ' ve discovered a core identification think of ferrari a couple of core components may be their italian heritage and background their stature and also their rate on the other hand a brand'' s prolonged identification is composed of the various other elements of a brand'' s identification that wear ' t quite make it to the core identification standing a brand can commonly have six to twelve extended identity components these are the aspects that apply for the brand in specific situations yet are important to the survival of the brand coming back to our instance of a ferrari we can claim some prolonged identification components are the shade red a man'' s vehicle freedom and so on lastly a brand name'' s essence is basically a tagline that summarizes the identity of the brand name a brand name essence is not constantly called for as in lots of cases it might feel forced however when it works it can be a solid possession naturally there is far more to david acker'' s school of idea that extends well yet program structure however thankfully this is just the intro we require to progress since you understand the distinction between the core as well as expanded brain identification you'' re totally equipped for our interesting next episode no we'' re not speaking about your house of windsor neither burberry nor aston martin we'' re speaking about the one the only representative 007 james bond that'' s all for this time but make sure to like subscribe and also stay tuned and also i'' ll see you next time [Music] bye
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