Accounting MRK108 Lecture Notes - Lecture 9: Td Canada Trust, Shoppers Drug Mart, Brand Loyalty
31 Dec 2017
School
Department
Course
Professor
Document Summary
Branding = brand loyalty a consistent preference for one brand over all others, is quite high in some product categories. Key advantages of carrying manufacturers" brands: develop strong consumer loyalties, attract new customers and enhance the dealer"s prestige, rapid delivery, the customer may simply switch brands and remain loyal to the dealer. Trademarks brand: others are prohibited from using the brand without permission, a service mark performs the same function, h&r block, weight watchers. Trademarks: trademark rights come from use rather than registration, trademark protections lasts 15 years. Trademarks: canadian intellectual property office (cipo): responsible, www. cipo. ic. gc. ca/eic/site/cipointernet- for registering trademarks and patents. internetopic. nsf/eng/home. Universal product codes: universal product codes (upcs): appear on most items in supermarkets and other high-volume outlets. Global issues in branding and packaging: when planning to enter a foreign market with an existing product, a firm has three options for handling the brand name:
