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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

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Recreation and Leisure Studies
REC 101
Troy Glover

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
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