MKTG 4321 Lecture Notes - Procter & Gamble, Roaring Lion, Sport Chek
Document Summary
A brand is a name, word(s), symbol, or design that identifies an organization and its products. Includes a company"s overall image and values how it is perceived. Brand identity consists of: brand name, logo &/or symbol. Branding is the process of creating a brand image that engages the minds and hearts of customers: brand name: puma. A trade name is the legal name of a company: coca-cola limited (trade name); coke or coca-cola (brand names, reebok international limited (trade name); reebok (brand name) When a brand name or trade name is registered, it also becomes a trademark. A trademark legally identifies ownership of a registered brand or trade name. A soundmark is a trademark identified by a sound that is associated with a company i. e. the roaring lion a the start of an mgm film. A motionmark is a trademark identified by a specific movement associated with a company: winged horse that leaps off the screen before a tri-star film.
