MKTG3306 Lecture Notes - Lecture 7: Brand Awareness, Industrial Revolution, Product Differentiation
Document Summary
What material should we use to successfully revise for the exam: your notes (workbook) and your slides, but many slides are merely used for visual support. I suggest you use the slides (and notes) to highlight what we have covered and then consult provided readings. Are the case studies examinable: no; but you may use covered material to support your answer. Will word-of-mouth marketing communication be part of the exam: yes, generally, 1/3 of a page, try and be as concise as possible. What does the word (cid:858)(cid:271)ra(cid:374)d(cid:859) (cid:272)o(cid:373)e fro(cid:373): lifestyle branding most valuable asset the business has e. g. branding cows, from around the 1850s brands were used as trademarks to identify and distinguish products. After the industrial revolution manufacturers began to build brands to win over consumers (not just identify products: once mass production came, companies had to try and differentiate.
