300 Ch8 Notes

300 Ch8 Notes - Chapter8 TheBrand 1. BrandElements 2....

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Chapter 8   The Brand 1. Brand Elements 2. Brand Equity 3. Building Brands 4. Packaging and Labeling
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1. Brand Elements Our objective is to understand the essential  aspects of a brand. A brand is an identifying  name, term, design, symbol or any other  feature that identifies  one marketer’s product  as distinct from those of other marketers.  Branding helps buyers identify and evaluate  products. It also benefits sellers by  facilitating  product introduction, repeat purchasing, and  promotional efforts. 
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Brands are the  touch points  to a consumer. They stand for something. ..
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Most Anything Can be Branded ...
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Your  brand  isn’t what  you  say  it is… It’s   what they say it is!!!!
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Brand name, term, sign, symbol or design, or a combination of them intended to identify the  goods or services  of one seller or group of sellers and to  differentiate them from those of competitors.
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Brand Elements Elements Slogans Brand names Websites Logos Color Scheme Characters
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Brand Element Choice Criteria  Memorable  Meaningful Likeability Transferable Adaptable Protectable
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Attributes of Strong Brands Excels at delivering  desired benefits Stays relevant Priced to meet  perceptions of value Positioned properly Communicates  consistent brand  messages Well-designed brand  hierarchy
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300 Ch8 Notes - Chapter8 TheBrand 1. BrandElements 2....

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