COMM 132 Lecture Notes - Lecture 11: Air Canada, Canadian Imperial Bank Of Commerce, Starbucks

• School: Queen's University
• Department: Commerce
• Course: COMM 132
• Professor: Laurence Ashworth

Document Summary

Branding: how customers perceive the product; have personality, value, and position product in mind of consumer. Brand is not the same as a product. Brand: name, term, sign, symbol, or design (or combo of these) that identifies a product and differentiates it from competitors. Brand not real nothing more than an idea however, generates most of company"s revenue. Brand more valuable than the totality of company assets . Brands represent consumers" perceptions and feelings about a product. Products created in factory, brands created in mind : brand advocacy. Brand marketers communicate their brands; today consumers spreading brand stories. Skilful use of marketing can turn a person"s name into a powerhouse brand. E. g. many athletes have become their own brands. Brands represented by name, logo, icon only part of what makes up brand also have personality, status, and value (brand equity) Today"s logo trends: soft fonts, lots of colours, natural imagery.