09-12-07 - TC 245 Branding and Aesthetics Test #1: Ch. 1,...

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TC 245 Branding and Aesthetics 12/09/2007 08:57:00 Test #1:  Ch. 1, 2, 11, and branding The 4 Ps (related to 4Ps of marketing, but different) Properties o E.g., physical retail environment o More permanent elements of the physical business, such as building  interior, architecture, service vehicles Product presentation o E.g., packaging o Easily changeable elements of the setting that surround and enhance  goods or services o Music, scent, product samples, in-store signage Promotional activities o E.g., sales banners o Outlets and activities for publicizing/promoting the business offering or  name o Catalogs, stationary, business cards, press releases, fashion show  invitations People o E.g., brand representatives o Qualities of staff and/or customers that affect customer experience o Grooming guidelines, interpersonal behaviors,  Redefine Burberry through 4Ps 1980s multiplying licensing – degeneration of brand
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This note was uploaded on 03/28/2008 for the course TC 245 taught by Professor Fiore during the Fall '07 term at Iowa State.

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09-12-07 - TC 245 Branding and Aesthetics Test #1: Ch. 1,...

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