MKT 100 Lecture Notes - Lecture 9: Brand Equity, Brand Licensing, David Aaker

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Martin Pyle

Document Summary

What is a product: a product is the item offered for sale. Product is anything that can be offered to a market to satisfy a need or want. For example, physical goods, services, experiences, events, people, places, properties, information, and ideas. This is called core benefit of a product. Increase breadth: true religion brand jeans now are a lifestyle brand with apparel, belts, swimwear and fragrances. Decrease breadth: due to competitive changes, tcby is now focusing on yogurt. Increase depth: band-aid now has over 40 products to heal cuts. Decrease depth: mccormick spices eliminates dozens of products each year. Branding: a brand can use: name, logo, symbols, characters, slogan, jungles, and even distinctive packages. Association) (cid:498)simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. (cid:499) (walter landor, one of the greats of the advertising industry)