American Marketing Association A Brand is a distinguishing name andor symbol

American marketing association a brand is a

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-American Marketing Association
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“A Brand is a distinguishing name and/or symbol intended to identify the goods and services of one seller and to differentiate those goods and services from those of competitors.” -Philip Kotler
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“What distinguishes a brand from an unbranded commodity counterpart and gives it its equity is the sum total of consumers’ perceptions and feelings about the product’s attributes, about how it performs, about the brand name, and about the company associated with producing it.” -Al Achenbaum
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“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos
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§ For the Consumer? § Sign/Symbol § Search Cost § Decision Cost § For the Firm? § Profitability (Value) § Competition § Even for Employees, Management, Shareholders, Community etc.
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§ M.O »» § Segmentation »» § Targeting »» § Positioning »» § Hammer it Home »» § Research »» § Wine »» § Strategic Iteration
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BRAND EQUITY: CBBE BRAND HISTORY/LEGACY READ CHAPTER 2 (KELLER 2013)
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  • One '14
  • Brand, DR SAMUELSON APPAU

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