冰山对比图表PPT模板.ppt

Iceberg – Editable Diagram
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The Iceberg Model of Meaning
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Cognitive Factors
Emotional Factors
Surface Meaning
Deeper Meaning
Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception
Surprise, Anger, Happiness, Fear, Love, Acceptance, Perception, Expectation, Disgust, Sorrow
The Iceberg Analogy Of A Brand
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BRAND IMAGERY
BRAND CREDIT
Above the line
Below the line
= visible criteria : advertising & promotions, prices, design, product range, public relations and the logo of a brand
= Feeling about the brand
uniqueness
communication
vividness
contents
appeal
size
brand likeability
brand loyalty
brand confidence
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