MKT 510 Lecture Notes - Lecture 1: Product Recall, Product Placement, Brand Architecture
Document Summary
Brand: a brand is a name term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. A brand is referred as of something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace. Brand elements: the name, logo, symbol, package, design, or other characteristics that identify a product and distinguish it from others. Some brands are named after themselves estee lauder, porsche. Some brand names use words with inherent product meaning lean cuisine. Not just names but other brand elements like logos and symbols also can be based on people, places, things, and abstract images. Product: is anything we can do to offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want.
