MGCR 352 Lecture Notes - Lecture 10: Seiko Epson, Umbrella Brand

• School: McGill University
• Department: Management Core
• Course: MGCR 352
• Professor: Thomas Dotzel

Document Summary

Branding: the activity in which an organization uses a brand to identify its products and distinguishes them from those of competitors. The exclusive right (due to legal registration with industry canada) to use a brand or part of a brand. Others are prohibited from using the brand without persmission. Parts of a brand or other product identification may qualify for trademark protection. The added value that a given brand name gives to a product beyond the functional benefits provided. One measure of equity is the extent to which customers are willing to pay more for the brand. Brands with strong equity have many competitive advantages: high consumer awareness, high brand loyalty, less sensitive to price competition, advantage when introducing new products. Contractual agreement whereby a company allows another firm to use its brand or trademark for free. The licensing fee is an indicator of the brand value. Legally protectable in home and foreign markets.