Diagrammo Management theories explained

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Brand Identity Elaboration Model

Brand Identity Elaboration Model

The Brand Identity Elaboration Model by David A. Aaker is used to make a brand identity come to life. The purpose of the model is to paint a rich picture of the brand identity from different perspectives. The model consists of four elements: strategic imperatives, proof points, internal role models . . . Read more

Brand Experience Model

Brand Experience Model

In 1999, Pine & Gilmore presented their Brand Experience Model. The model shows the relationship between the addition of experiences on products and services and successful branding. The theory is that an experience contributes to a positive internal and external brand experience. A positive brand experience contributes to the top-of-mind position of . . . Read more

City Marketing

City Marketing

In a world where cities are becoming more and more alike, a city should profile itself, differentiate and excel. Many cities lack a positive image among their own citizens and residents. Each city should plan for its growth and prosperity. Cities benefit from city marketing because attracting and retaining the . . . Read more

Reputation Quotient

Reputation Quotient

The Reputation Quotient model was first published in the Journal of Brand Management 2002 by Fombrun, Gardner and Sever. The model distinguishes six drivers of corporate communication, based on measurement of twenty characteristics. By measuring and adjusting these dimensions, the organizations reputation can be improved. The Reputation Quotient model The Reputation Quotient . . . Read more

Brand Positioning Bullseye

Brand positioning bullseye

The Brand Positioning Bullseye provides context to improve understanding of the position of the brand in the market. Kotler and Keller define brand positioning as an act of designing the company’s offering and image to occupy a distinct place in the mind of the target market. This model aids in . . . Read more

Corporate Identity Mix

Corporate Identity Mix

The corporate identity mix of Birkigt and Stadler shows the relationship between who we are (identity) and how we appear (image). The model shows that the image is a reflection of the identity. Corporate identity mix Corporate identity is the tangible manifestation of the personality of the organization. It is . . . Read more

The Golden Circle by Simon Sinek

The Golden Circle by Simon Sinek

The Golden Circle is a brand positioning model developed by Simon Sinek. This model has been set up following his studies on the succes of the most influential leaders and companies in the world. Sinek discovered that all successful brands think, act and communicate in the same way. Start with . . . Read more