Class Notes (836,562)
Canada (509,854)
REC 101 (45)
Lecture 6

Lecture #6 - Commercial Branding Typed Filled in notes for lecture 6 - unit 1 Commercial Branding - The prof gives lecture notes with blanks which needs to be filled during the lecture, I have provided a filled in lecture note, plus extra comments if a

4 Pages
112 Views
Unlock Document

Department
Recreation and Leisure Studies
Course
REC 101
Professor
Troy Glover
Semester
Fall

Description
Commercial Branding REC 101 October 1, 2010 Point of lecture : everything about an organization communicates Note : Mcdonalds is the biggest provider of playground spaces Corporate Identity  The cues offered by an organization both internally and externally through symbols, communication, and behavior  The idea of the organization and how it is represented to different audiences Why is Identity Important?  Creates awareness ( people know about your organization – put it out there )  Triggers recognition ( recognize the company from their symbols )  Activates already stored images ( e.g nike and mcdonalds )  Allows people to identify with an organization Three Kinds of Corporate Identity  Monolithic  Endorsed  Branded Monolithic Identity  Associated with organizations where the entire company uses the same visual style, logo etc  Everything in the identity mix is the same for all products and divisions E.g : great wolf lodge ( Niagara falls Canada ) Endorsed Identity  Associated with organizations whose subsidiaries have their own style and distinction, but the parent company is still visible in the background E.g if Disney bought great wolf lodge Fairmount hotels & resort ( each location has its own identity ) Branded Identity  The organization has a number of brands, or products, and it is nearly impossible to know who the parent company is E.g : cedar fair entertainment company -> Canada’s wonderland , kings dominion Canada’s wonderland is the branded identity Image  A reflection of corporate identity ( emotional attachment that the consumer has towards the company ) “The set of meanings which an object is known and through which people describe, remember, and relate to it. That is the result of a person’s beliefs, ideas, feelings, and impressions about an object” – Dowling (2001) Corporate Image/Brand Associations  Several images are associated with the organization as a brand 1- Common product attributes, benefits and attitudes  High quality ( e.g Rolex )  Innovativeness ( e.g RIM, APPLE ) 2- People and relationships  Company is seen as responsive and caring about its customers ( e.g LLBN ) 3- Values and programs  Concern with causes  Aimed at improving society 4- Corporate Credibility  Encompasses expertise,, trustworthiness, and likeability Brand The proprietary visual, emotional, rational, and cultural image that you associate with a company or a product • Remembering a brand name and having positive associations with a brand – Makes product selection easier – Enhances value and satisfaction Customer-based Brand Equity The differential effect of brand knowledge on consumer response to the marketing of that brand - Keller (1993, 1998) Key point to definition 1- Differential effect: must be present or the brand is little more than a generic version of the product 2- Brand knowledge: creates the differential effect and ultimately resides in the minds of consumers 3- Consumer response: the behaviors a consumer might exhibit( e.g repeat purchasing, willingness to pay a price premium , affect ( emotional connect
More Less

Related notes for REC 101

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit