27 - consumers Brand Decisions o Importance of brand with...

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Our product must deal with: o Cultural shifts - Demographic change, age o Technology - Convergence of technology What is a brand? o “A brand is what your customers feels with respect to your product, your company, when they encounter a Brand Expression.” – Guy Gabriele o For marketers, branding is the art and cornerstone of marketing o A brand is a name, term, sign, symbol, or design, or a combination of these factor s, intended to identify the goods or services of one seller or group of sellers for
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Unformatted text preview: consumers Brand Decisions o Importance of brand with respect to organizations-Great long term investment-Assists in advertising and promotion efforts-Enhances customer loyalty-A poor brand association can ruin an entire organization-In essence, a brand identifies the seller or maker Consider branding in terms of colleges o UCSB branded as party school despite academic efforts o Ivy League schools o...
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27 - consumers Brand Decisions o Importance of brand with...

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