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Unformatted text preview: 18/02/2009 20:17:00 1. Branding • Brand o A name, term, symbol, design, or combination of these that identifies a seller’s products and differentiates them from competitors’ products. o Brand name : the part that can be spoken, including letters, words, and numbers. Examples: 7Up Sometimes the brand name is the only distinguishing characteristic between one product from another o Brand mark : part of brand not made up of words, such as symbol or design Examples: Nike swoosh, McDonald’s golden arches o Trademark : A way to protect brand name/mark. Legal designation of exclusive use of a brand o Trade name : Full legal name of an organization • Brand Loyalty: o A customer’s favorable attitude towards a specific brand Customer satisfaction with the brand is most common reason for loyalty to that brand Brand loyalty declining • 3 Degrees of brand loyalty : •...
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This note was uploaded on 02/20/2009 for the course H ADM 241 taught by Professor Mmccall during the Fall '08 term at Cornell.
- Fall '08