ADMN 3160H Lecture 2: BrandingLecture2
22 Jan 2019
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Document Summary
Brand de nitions vary from simple (technical) to sophisticated/comprehensive (social). Like a puzzle, it starts with a simple piece and end up with a sophisticated/ comprehensive picture. This nal picture = the sum of the pieces + the nal picture. Thus, a brand is greater than the sum of its parts. De nition of a brand focuses on the brand as just a name or sign to di erentiate a product/service from competitors. A brand is a bundle of added values (to a product/service) Planes seats tickets -> expected = comfortable seats modern planes friendly sta . Augmented value: executive club, royal/ rst class, ab 380, exotic destinations. Potential value: a multilingual sta , at beds, international cuisine, live entertainment. Brand is a person developing relationships with another person (customer) through a set of human characteristics associate with the brand. Psychological view: it is the set of human characteristics forming a brand personality.
