ADV lecture notes part 5

ADV lecture notes part 5 - Permanence in Advertising Brand...

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Permanence in Advertising Brand vs. Brand equity - Brand= physical product - Brand equity = intangible asset - Loyal customers, brands, symbols and slogans, patents, trademarks, channel relationships. - Also image, personality, identity, attitudes, familiarity, associations, and name awareness. - Tough to control. - Adding earning power o Charge more- can charge more for a can of Coke than a can of Sam’s choice soda. o Brand extensions. - Built over a long period of time - Associations with the brand o Favorable o Strong o Unique - Advertising HELPS build brand equity. What do you associate with… - o Fun, accessible - Haagan-Dazs o Luxury - Haagan-Dazs wants to make their brand more accessible and fun, they cost the same but do not have the same brand equity. - U.S. Cellular field vs. Wrigley Field o The Cubs have stronger brand equity o People are more attached to them more deeply especially across the country than in Chicago then where it is split. -
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This note was uploaded on 02/23/2012 for the course MKT 4330 taught by Professor Staff during the Fall '10 term at Texas State.

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ADV lecture notes part 5 - Permanence in Advertising Brand...

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