Branding Bari 2010 Cleopatra Veloutsou 1
Branding Bari 2010 Cleopatra Veloutsou 1
Branding Bari 2010 Cleopatra Veloutsou 1
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<strong>Branding</strong> <strong>Bari</strong> <strong>2010</strong><br />
<strong>Cleopatra</strong> <strong>Veloutsou</strong><br />
Dr. C. <strong>Veloutsou</strong><br />
Dr. C. <strong>Veloutsou</strong><br />
Dr. C. <strong>Veloutsou</strong><br />
David Ogilvy<br />
Brand image or<br />
personality is is particularly<br />
important when brands<br />
are similar<br />
“Every ad must contribute to<br />
the complex symbol that is is<br />
the brand image.”<br />
Perspectives of Great Ad Men on<br />
the “Big Idea”<br />
Leo Burnett<br />
Find the inherent drama or<br />
characteristic of the<br />
product that makes<br />
consumers buy it it<br />
“(Inherent drama) is is often<br />
hard to find but it it is is always<br />
there, and once found it it is is the<br />
most interesting and<br />
believable of all advertising<br />
appeals.”<br />
Belch & Belch, 2009, Advertising and Promotion, McGraw Hill, chapter 8.<br />
Supporting brand personality - print<br />
HSBC 'Eels' Ad - video<br />
HSBC Ad - video<br />
Personal Space - HSBC - video<br />
Play….<br />
Play..<br />
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