ADMS 2200 Lecture Notes - Lecture 9: Universal Product Code, Direct Selling, Brand

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

(developing and managing brand and product strategies & marketing channels & supply-chain. Brand-name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from the competition"s. Brand equity-added value that a respected, well-known brand name gives to a product in the marketplace. Brand management-traditionally, companies have assigned the task of managing a brand"s marketing. Category management-product management system in which a category manager with profit and loss responsibility oversees a product line. Trademarks-brand for which the owner claims exclusive legal protection. Brand extensions-strategy of attaching a popular brand name to a new product in an unrelated product category. Brand licensing-authorizing other companies to use a firm"s brand name. Categories of adopters based on relative times of adoption. Marketing (distribution) channel-system of marketing institutions that enhances the physical flow of goods and services, along with ownership title, from producer to customer.