Goodyear’s conceptual model of brand evolution
Stage 1: Unbranded Goods
Stage 2: Brand as Reference
Stage 3: Brand as Personality
Stage 4: Brand as Icon
Stage 5: Brand as Company
Stage 6: Brand as Policy
Goodyear brand spectrum
Site of Goodyear current company -
http://www.brand-up.com
Value vs. behaviour
Value guide behaviour, particulary in novel situations
Fundumental difference between product branding and service branding
Functional values in service branding do not just relate to what was delivered, but to how it is delivered.
Value - definition
VALUE - "an enduring belief that a specific modeof conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence" Rokeach (1973)
