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York University (35,236)
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ECON 3245 (4)
Lecture 3

ECON 3245 Lecture 3.docx

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Department
Economics
Course
ECON 3245
Professor
Merv Mosher
Semester
Winter

Description
Unit10ProductandServiceManagementChapter30ProductPlanningSection311BrandingElementStrategiesPages654659Assignment14AbrandisanametermdesignsymbolorcombinationoftheseelementsthatidentifiesaproductorserviceanddistinguishesitfromitscompetitorsAbrandcanbeusedtoidentifyoneproductafamilyofrelatedproductsorallproductsofacompany5BrandNameAlsocalledaproductbrandisawordgroupofwordslettersornumbersthatrepresentaproductorserviceTradenameOrcorporatebrandidentifiesandpromotesacompanyoradivisionofaparticularcorporationBrandmarksAuniquesymbolcolouringletteringorotherdesignelementsTradecharacterAspecifictypeofbrandmarkonewithhumanformorcharacteristicsTrademarkAwordnamesymboldeviceorcombinationoftheseelementsthatisgivenlegalprotectionbythefederalgovernment6Aglobalbrandisabrandknownworldwide71TobuildproductrecognitionandcustomerloyaltyItisimportantthatsatisfiedcustomersbeabletoeasilyrecognizeacompanysbrandedproductswhentheymakepurchases2ToensurequalityandconsistencyThroughbrand
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