BUS 343 Lecture 8: Chapter 9

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Todd Green

Document Summary

Brand: name, symbol, icon, design/ combination identifies product maker/marketer. Trade name: when use for a firm as a whole. Help identify, say quality + consistency, build story, legal protection, target segment. People as brand: celebrity becomes brand when name apply to product and have meaning. Personality: sum total of all attributes, emotions inspires in consumers mind. Equity: dollar attributed to brand value, based on all intangible qualities create that value. Customer equity: value of customer relationship brand create. Against a background of research suggesting that brand symbolism understanding does not develop until 7 to 11 years of age, two studies investigate various aspects of preschool children"s brand knowledge. While children"s recognition of child- oriented brands is found to be significantly greater than their recognition of brands that are marketed primarily to teens and adults, these young children do recognize brands.