MARK1016 Lecture Notes - Lecture 1: Honey Nut Cheerios, Peanut Butter, Frosted Flakes
23 Feb 2018
School
Department
Course
Professor
Document Summary
Brand: symbols and/ or designs to identify the maker or marketer of a product. Brand personality: set of human characteristics that are attributed to a brand name. Ex: coca- cola is traditional, ford is reliable, starbucks is sophisticated, etc. Brand equity: the dollar amount attributed to the value of the brand, based on the qualities that create that value. Ex: lacoste has such strong brand equity that the premium price is both accepted and expected by customers. National brand: a brand created and owned by the manufacturer of the product. (or manufacturer"s brand) Co- branding: 2 brand names collaborating on the same product. Ex: cibc and air canada joined forces to create the aeroplan visa card. Line extensions: extending an existing brand name to new forms, colours, sizes, ingredients, or flavors of an existing product category. Ex: cheerios- honey nut cheerios & multigrain cheerios. Brand extensions: extending an existing brand name to new product categories.
