MKT 100 Lecture Notes - Lecture 20: Brand Awareness, Master Sergeant, Minute Maid

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Brand personality: friendly/distant, outgoing/reserved, confident or not, brand takes on characteristics of a person c. Brand values: what a company stands for or represents in the midns of customers or other. Brand relationships: certain brands contribute to a customer"s definition of self become central to their lives, develop high levels of loyalty, ultimate goal: customers should have an emotional attachement to the brand. Power of the brand is inversely proportional to the brand"s scope. Chevrolet, american express, levi"s (image weakens when you keep making and distributing different versions) The law of contraction(flip side of law of expansion) Strength = narrow focus o o o. E. g. starbucks & second cup (diff types of coffee, and widest range of choices of coffee between all brands - specialization) Contrast - mcdonald"s expanded menu from 11 items to 70 items over decades and market share gone down. Brands are stronger if they do a few things and do them really well.

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