Lecture 3 Flashcards
What is brand name
The part of brand that can be spoken
What is brand mark
Part not made up of words, a symbol or design
What is trademark
Legal designation of exclusive use of a brand, registered with the U.S. Patent and trademark office
What is brand promise
The marketers vision of what the brand must be and do for consumers.
What is trade name
Full legal name of organization
Example: “uber technologies inc”
Types of brands
Manufacturer: brands initiated by producers, Samsung, dolce
Distributer: brands initiated and owned by resellers, target, Walmart.
Generic/Store: brands that are not typically promoted allowing products to be offered at a lower price. Kirkland, Kroger
What is brand loyalty
A deeply held committee to re buy or re patronize a proffered product or service in the future
What is brand equity
The differential effect that brand knowledges has on consumer response to the marketing of that brand
Example: one shirt $20, Ralph Lauren shirt: $150
What is the primary source of brand knowledge?
The firm.
What is the value of branding?
Value to buyers: speed purchase decisions. Pride form of self expression. Evaluate product quality. Reduces risk purchases.
Value to sellers: helps new prod it introduction. Facilitates product promotion.
Building strong brands using…
Attributes: smell, taste, texture and ingredients.
Benefits: what the attributes provide the customer.
Values: what does the brand stand for? Create emotional connections with consumers. Develops brand loyalty.
What is “brand”
A name, term, design, symbol or other feature that identifies a sellers products and differentiates form competitors
