MCS 3620 Lecture Notes - Lecture 4: Brand Loyalty, Brand Equity, Quality Assurance

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: robmclean

Document Summary

Consumer will buy if available: brand insistence: consumer buys one brand only. Canada: uses a statistical representative sample of 6,56, consumers to score 294 canadian companies and brands. It measures the performance of brands and companies in 26 industry sectors on a range of brand value measures. Ikea (22: mec (1, caa (new to the survey, costco (3, fairmont hotels & resorts (8, chapters/indigo (59, president"s choice (1, cirque du soleil (new to survey, westjet (54) Consumer benefits of branding: suggests certain level of quality, psychological rewards, distinguishes competitive offerings. Marketing benefits of branding: unique selling point (usp, creation and development of image, repeat purchases and loyalty. Building the brand: identify brand values and positioning strategy. Establishing core values and brand positioning: what does a brand stand for, core values, the primary attributes and benefits a brand delivers, attribute: a descriptive feature, benefit: value consumers attach to a brand attribute.