Kalan Lecture 17

Kalan Lecture 17 - K alan Lecture 17 A. Trademark: B. J+J...

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Kalan Lecture 17 A. Trademark: B. J+J is really good at protecting trademarks. You own a trademark by right of usage, but you have to protect it. C. Brand Equity: The value of a brand to an organization. The place it holds in the consumers mind. That feeling of trust that something is going to deliver to you. a. Kleenex, Xerox, Amazon, Google, Yahoo D. High equity value reflects: high consumer loyalty, higher perceived quality, and high name awareness. E. Brand Extensions or Line Extensions: A new product sold with the same name with the strong existing product. a. Advantages: Immediate Awareness, b. Image, c. Expectation, and a d. Risk: dilution of the existing brand image. F. Brand extension should come from where the existing band equity means something to the consumer target. You should extend brand within where its equity and value lies. G. Branding Strategies a. A branding strategy to create an individual, unique brand. i.
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Kalan Lecture 17 - K alan Lecture 17 A. Trademark: B. J+J...

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