Brand and Communication

Branding combines economic and psychological dimensions of a communication offer to distinguish it from other offers (product, service, project, company, etc.). The brand includes recognisable features of the appearance, such as signs, colours, design style, language and behaviour. This is the only way to link ideas and obligations with a symbol and the name to the brand's world.

Professional branding pursues the target group-related loading of an object as content of a communication with meaning and develops the associated benefits, claims and presentation forms. The aim is to successfully address target groups in which "emotional equation with an idea, thing or person" (def. identification) is to be achieved in order to trigger certain actions.

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The PrIM Brand Matrix describes the target group-oriented brand identity and advertising communication of products, services, companies and projects (corporate and brand identity).

Copyright PrIM Consulting Dr. Markus Erbach 2019