COMM 131 Lecture Notes - Lecture 15: Target Market, Brand Equity, Zappos

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Nicole Robitaille

Document Summary

Chapter 9 - brand strategy and management (pg. Bra(cid:374)d (cid:374)a(cid:373)es : help consumers identify beneficial products, say something about product quality/consistency, provide legal protection for unique product features that might otherwise be copied by competitors. Trademarks and logos represent brands, customers attach meanings to brands and develop brand relationships that go beyond a product"s physical attributes. Brands are a key element in the company"s relationship with consumers. Brands represent consumers" perceptions/feelings about a product and its performance. Brand marketers create and communicate stories about their brands. Can encourage feedback/storytelling from consumers who love their brand and create brand advocates. Brand advocates: customers, employees, and others who willingly and voluntarily promote their favourite brands (ex. How can brand advocacy be created: trust: word of mouth (good/bad) influences brand perceptions. Build trust with bas by nurturing their recommendations/opinions: close to home: create bas in the world around you.