Understanding+Brands+-+PRM

Understanding+Brands+-+PRM - PublicRelationsManagement...

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Public Relations Management
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What is a Brand? "a name, sign or symbol used to identify items or services of the  seller(s) and to differentiate them from goods of competitors." "Simply put, a brand is a promise. By identifying and authenticating a  product or service it delivers a pledge of satisfaction and quality."   "A set of assets (or liabilities) linked to a brand's name and symbol  that adds to (or subtracts from) the value provided by a product or  service…"   "A brand is the most valuable real-estate in the world, a corner of the  consumer's mind."   Public Relations Management "A brand is a collection of perceptions in the  mind of the consumer."  
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Public Relations Management
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Public Relations Management
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Public Relations Management 1. Coca-Cola 70,452 ($m) 2. IBM 64,727 ($m) 3. Microsoft 60,895 ($m) 4. Google 43,557 ($m) 5. General Electric
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This note was uploaded on 11/28/2011 for the course COMMUNICAT 192:409 taught by Professor Grasso during the Fall '11 term at Rutgers.

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Understanding+Brands+-+PRM - PublicRelationsManagement...

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