This diagram is a model of brand, a term often used in business, marketing, and design. The diagram attempts to present a comprehensive model of brand and to unpack the meaning of the term by providing related concepts and examples. You read the armature of the map (structure) horizontally and vertically. The map is framed around four main ideas:
- 1) a brand is more than a name or symbol
- 2) creating a great customer experience is the essence of good branding
- 3) perceptions of a brand can be measured
- 4) brands are a form of sign
