Management and Organizational Studies 3322F/G Lecture Notes - Lecture 2: Brand Equity, Tim Hortons, Shoppers Drug Mart

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Beth Lee

Document Summary

Marketing communications in any form have an impact on how customers perceive a brand. Customer perceptions of brands are largely based on the brand name and what it stands for. Brand name: the part of a brand that can be spoken. Brand names are presented with their own unique font style. Brand logo: a symbol that plays a key role in branding and creating an image. Victims of their own success: kleenex, band-aid, and xerox names which have become synonymous with their product categories. The design of the product or package, along with a colour-scheme, also plays a role in creating brand image. Trademark: the part of a brand that is granted legal protection so that only the owner can use it. What to name a brand is a critical decision. The key to any brand is to be perceived as offering something unique. Brands are more than physical products and services.