strategic brand mgt basis of branding - summary-2

strategic brand mgt basis of branding - summary-2 - 29.5...

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Unformatted text preview: 29.5% 95.5% 65.2% 4.5% 34.8% 70.5% 0% 25% 50% 75% 100% Blind Order 1 Order 2 Option A Option B - BS in statistics - MBA, marketing, operations - 5 years of work experience in relevant industry - Starting salary: $70,000 -- BS in statistics - MBA, marketing, operations - 2 years of work experience in relevant industry - Starting salary: $65,000 - Hiring a Colleague GaTech Oglethorpe Sour ces of Br and Equity Br and Knowledge Brand knowledge Brand awareness Brand recall Brand recognition Brand image Favorability of brand associations Strength of brand associations Uniqueness of brand associations Types of brand associations Benefits Attitudes Types of brand associations Product-related Functional Experiental Symbolic Non-product- related Brand personality Feelings and experiences User and usage imagery Price Attributes Br and I mage Favor ability of Br and Association 1. Desirability – Satisfying needs and wants 1. Deliverability • Potential ability of the product to perform • Current or future prospects of communicating information to create or strengthen the desired Br and I mage Str ength of Br and Association Beliefs about brand attributes and benefits can be formed in three main ways: 1. Direct experience 1. Communication about brand 1. I nferences made from some other Br and I mage...
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Tech.

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strategic brand mgt basis of branding - summary-2 - 29.5...

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