BMHANDOUT1 - ARKETING TOOLS INCREASED OMPETITON MARKETING...

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BRANDING
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A brand is a name, term, sign, symbol, or design which is 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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Product Features Guarantees Delivery Product Identity Visual ogo eatures Identity Logo Physical Product Design Features Services Name Packaging Quality g Installation Contracted Terms
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WHY BRANDS ARE IMPORTANT? SIMPLIFICATION OF CHOICES ONSUMERS NEED CONSUMERS NEED EDUCTION REDUCTION IN RISKS
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WHY BRAND MANAGEMENT IS NOT A PIECE OF AKE? SAVVY CONSUMERS CAKE? EMERGENCE OF NEW
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Unformatted text preview: ARKETING TOOLS INCREASED OMPETITON MARKETING TOOLS COMPETITON COMPLEX BRAND ORTFOLIOS PORTFOLIOS rand Name RAND EQUITY IS Brand Name Awareness BRAND EQUITY IS Brand Loyalty Perceived Quality Brand Associations Authenticity (Products Origin) Replicability (Consistency in reproduction) Reassurance (Trust) Differentiation haracter of the service / (character of the service / product) ransformation of Transformation of the experience (Interpretation) The Sources of Brand Value...
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BMHANDOUT1 - ARKETING TOOLS INCREASED OMPETITON MARKETING...

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