COMMERCE 2MA3 Lecture Notes - Lecture 11: Universal Product Code, Slim Fast, Cheetos
2 Jun 2016
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Document Summary
Name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from the competition"s. Brands achieve widely varying consumer familiarity and acceptance, often weighed by the concept of brand loyalty. A firm"s first objective for newly introduced products. Consumers refuse alternatives and search extensively for the desired merchandise. Brand name owned by a manufacturer or other producer. Define the image that most people form when they think of a brand. National products that are sold exclusively by a retail chain. Single brand name that identifies several related products. Added value that a respected, well-known brand name gives to a product in the marketplace. Traditionally, companies have assigned the task of managing a brand"s marketing strategies to a brand manager. Product management system in which a category manager with profit and loss responsibility oversees a product line. The name that identifies and distinguishes the firm"s offerings from those of its competitors.
