MARK320 Lecture Notes - Lecture 6: The Honest Company, Brand Equity, Brandz
13 Jul 2018
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Document Summary
Personality personality - person"s unique psychological makeup and how it consistently in uences the way a person responds to his/her environment. Ddb"s brand capital , leo burnett"s brand stock , young and rubicam"s brand asset. Valuator , wpp"s brandz - advertising agencies releases of results. assess the value of the company and the brand. Brand asset valuator archetypes want the core characteristics to over shadow the shadow characteristics. Brand behaviours and personality trait inferences brand action brand is repositioned several times or changes slogan repeatedly trait inference. Ighty, schizophrenic brand uses continuing character in advertising familiar, comfortable brand charges high prices and uses exclusive distribution snobbish, sophisticated brand frequently available on deal cheap, uncultured brand offers many line extensions versatile, adaptable. Lifestyles consumption patters re ecting a person"s choices of how one spends time and money some outlets appealing to distinct lifestyles: national geographic, 4 wheel and off roads, golf.
