ECN 204 Lecture Notes - Lecture 11: Procter & Gamble, Brand Loyalty, Umbrella Brand
14 Mar 2019
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Document Summary
The value (in dollars) of a promise (a commitment to everyone it deals with) consistently kept and used to set priorities and make decisions. Different brands in different business sectors: banking, communications, retailers. Value of branding for the customer and the marketer. Brands are assets: affects valuation as it brings loyal customers, credibility, reputation. Brand equity: brand awareness: size, network and role they play. Brands that market themselves (organic: perceived value, brand associations (celebrities which assist perception of value, brand loyalty (loyalty plans, pc optimum, protect from competitive threats, reward cards) Brand ownership strategies: manufacturer or national brand (coca cola or tide, benefits from the reputation of the manufacturer, store or private label (limited distributions and versions and quality, generic (positioned as value option, commonly purchased category) Brand name strategies: corporate or family brand - gap, corporate and product line brand kellogs names under the same umbrella. Individual proctor & gamble which carries various individual brands.
