10-25-07 - Chapter 13 Branding and Packaging Brand-A brand...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 13 Branding and Packaging Brand-A brand is a name, term, symbol, design, or other feature; that identifies one sellers good or service as distinct from those of competitors. Brand A) Brand Name-the part of the brand that consists of words(coke, Pepsi) B) Brand Mark-a symbol or design associated with the brand(red white blue circle on Pepsi, Nike swoosh) Value of Branding To buyers-we know what to expect, consumer confidence, quality To sellers-rights to have brand on different products Brand loyalty-A customer’s favorable attitude toward a specific brand that will affect the likelihood of its consistent purchase Degrees of brand loyalty A) Brand recognition-when the consumer is aware that the product is available and is willing to consider it when making a purchase(weakest degree of brand loyalty) B) Brand preference-A consumer prefers one brand over all of the others and will purchase it if available. If not available will take a substitute. C) Brand insistence-consumer prefers one brand over all others.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 2

10-25-07 - Chapter 13 Branding and Packaging Brand-A brand...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online