MARK301 Lecture Notes - Lecture 9: Prunus Serotina, Gerber Baby, Yello
17 Apr 2015
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Objectives: describe the meaning of a brand. Importance of brand advocacy: describe brand characteristics, name, logo, personality, status, equity, describe branding strategy, brand positioning and sponsorship, describe brand management, brand development strategies. Brand communities: communities formed around brands or other market offerings, volvo, harley, world of warcraft, apple, volkswagen, star trek, saab, why, people need to belong and make meaning, brands provide structure and meaning and social interaction. Brand name recommendations: should be easy to remember, recognize and pronounce, should be distinctive, should be extendable, should be pronounceable in many languages, have some meaning. Personality & relationships: we perceive that brands have personalities, people have relationships with brands and treat them like they"re people. Importance of brand personalities: distinguish the brand. Oreo cookies, corona beer: establish bonds with consumers. Types of personalities: sincerity, competence, excitement, sophistication, ruggedness, peacefulness. Sincerity: down-to-earth, family-oriented, small town, honest, sincere, real. Excitement: daring, trendy, wholesome, original, cheerful, sentimental, friendly, trustworthy, corporate, successful, confident.
