marketing lecture notes 11_17_Notes

marketing lecture notes 11_17_Notes - 18/02/2009 19:16:00...

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18/02/2009 20:16:00 Brand Equity  Value of the Brand  The marketing and financial value associated with a brand’s strength in the  market 4 parts of brand equity: o 1.  Brand name awareness : likely to be in customer’s consideration  set o 2.  Brand loyalty : reduced brand’s vulnerability against competitors o 3. Perceived brand quality : Brand is quality indicator, and can ease  brand extensions into product line o 4.  Brand associations : Maybe a particular lifestyle, or personality  associated with the brand.  Co-branding 2 or more brands combine to feed/ benefit strengths of each Bask In Reflected Glory Identifying with ourselves and someone in fame Packaging and Labeling Protection issues Identify brand you are familiar with Label and instruction
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#1 reason for product failure is consumer misuse  Services
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marketing lecture notes 11_17_Notes - 18/02/2009 19:16:00...

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