"a name, term, symbol or design-or a combination of these elements-that is intended
to clearly identify and differentiate a seller's products from a competitor's products" is
definition of a brand
"caveat emptor" is latin for.
"buyer beware." consumers ne
Marketing Mix (4 P's)
recurring theme, plot and characters
Person who shapes and sculpts the words in an ad
This still-used advertising technique takes credit for an attribute that's common to all
brands in the category
this technique has been around since flags and symbols
these slow moving forces can mak
various efforts used to maintain communication with consumers
paid form of persuasive communication
people who buy the products
public service announcements
an advertisement serving the public interest often
The company that pays for the advertising.
Marketing messages paid by the media.
A company that specializes in creating a dn placing advertising. Advertisers are their
the various efforts and tools companies use to initiate and maintain communication with
customers and prospects, including solicitation letters, newspaper ads, even
sponsorship, publicity, telemarketing, statement stuffers and cou
From the German word "to burn"
What is branding?
Use of a name, symbol, or design to identify a product or service
Marketing activities to establish, enhance, maintain or change cognitive and behavioral
responses to the brand
Come ti Chiami?
What is your name
Where do you live?
Quanti anni hai?
How old are you?
What do you study?
Perche sei a Roma?
Why are you in Rome?
the set of business activities that adds value to products and services sold to
Businesses included in retailing
a set of firms that make and deliver goods and services
Retailers role in supply chain
Cost Vs. Time
All research plans have "trade-offs". The more accurate (less ambiguous) you desire
your research findings to be, the more money and time you will spend. The less money
and/or time you put into a research question, accuracy tends t
When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand,
it used several different _ including creating a launch kit, to its brokers and
distributors. The kit contains sell sheets, samples, a media kit and gift items, such as