Comm 296 - Chapter 9 (Lecture)

Comm 296 - Chapter 9 (Lecture) - Comm 296 Brand Strategy...

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Comm 296 Brand Strategy Divisibility: ability for a consumer to try something Strongest brands are positioned on beliefs and values WHAT IS A BRAND? - More than just a logo, name, tagline - Identify maker/seller of a product or service - Legal protection (trademark) to protect brand - Represents consumers’ feelings towards a brand – “love marks” - Brand characteristics, personality, status, value (brand equity) - “Branding is the promises you make…your brand comes from the promises you keep.” o Positioning – customers need to know what your brand stands for Mental image on its own; relative to competition Easier to establish position than build a brand Set of associations of benefits when you hear a product’s name - Brand = trust (include customers in brand’s story, delivering an experience overall) Brand Equity - Brand equity: o Dollar amount attributed to the value of the brand, based on the intangible qualities that create that value o Added value in a product from a well-known, respected brand name
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Comm 296 - Chapter 9 (Lecture) - Comm 296 Brand Strategy...

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