Branding is a means by which attitudes can be established and maintained in a

Branding is a means by which attitudes can be

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“Branding is a means by which attitudes can be established and maintained in a consistent way and it is through the use of the tools of the promotional mix that brands can be sustained.” (Fill, 2002)
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Changing attitudes to brands By changing the physical product or service element By changing misunderstanding By building credibility By changing performance beliefs By changing attribute priorities By introducing a new attribute By changing perception of competitor products By changing or introducing new brand associations By using corporate branding By changing the number of attributes used
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Enhancing the brand through brand Advertising Brand user Brand image Brand usage Corporate advertising
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Objective of all strategies Develop the brand (including image) Awareness of the brand Positive reactions to the brand Therefore, the nature of the message should incorporate the overall theme of the IMC!
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Packaging Increasingly seen as an important part of marketing programmes Name, logo and brand all appear Most retail purchases are based on familiarity Unique/attractive packaging captures the buyer’s attention
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  • Winter '18
  • Sylvain Richer
  • Brand, brand manager

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