ADM 2320 Lecture Notes - Lecture 9: Animism, Brand Valuation

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

The product: physical goods, service, experiences, events, persons, places, properties, organizations. Brand: occupies functional territory, something made in a factory, does something, products seek out their customers, occupies mental and emotional territory, something that is bought by a customer, stands for something, brands are sought out by their customers. Product mix: width of product mix: category of brands (i. e. beauty care, health care, depth of product mix: brands within a category (i. e. Brand identification: brands, brand name, trade mark, generic me, private brand, national brand, packaging. Branding: brand: name, term, symbol or any other unique element of a product that identifies one firms" products and sets them apart from the competition, brand elements, name, urls logos, symbols, characters, slogans, role of brands: Creating a sustainable brand advantage: differentiated + distinctive = competitive advantage. The brand has advantages that consumers experience and value.