MGM102H5 Lecture Notes - Lecture 7: Brand Architecture, Mantra, Swiss Army Knife
Document Summary
Lecture 7: building strong brands: brands mean different things to different people, based on own experiences, racism exists everywhere but certain brands are more synonymous to that based on the associations that you make with them. Isolated: communism, rich, neutral, chocolate, advanced suppressed. Swiss army knife: watches, polite/apologetic, universal health care. Tim hortons: health care, poutine, cold, multicultural, greedy, patriotic, arms, police brutality, democracy, uncle sam. Secondary brand association: associating one brand with another brand, blackberry is associated with canada, another brand, you picked university of toronto, because you want to associate that brand with your brand. What is a brand: collections of feelings, knowledge, opinions and emotions towards an organization, product, person or business. The associations that you make: manifestations in the mind of the targeted demographic. The value of brand lies in the customers. Everything that the company does, is right to those who are loyal: brand equity pyramid, brand salience, creating that brand awareness, recall, 2nd level.
