AEM 2400 Lecture Notes - Lecture 51: Josh Duhamel, Uptodate, Vending Machine
23 Sep 2016
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Document Summary
Strategic planning and brand long term givens: building brands is the primary job of a marketing organization. Branding is the primary job of a marketer. They take effort and planning: take consistency. It"s a cycle continuing branding and reinforcing: branding plays a critical role in all strategic planning. Important of branding: in the 21st century, branding will ultimately be the only unique differentiator between companies. Brand equity is not a key asset. fortune magazine. The value of a brand: if this business were split up, i would give you the land and bricks and mortar, and i would keep the brands and trademarks, and i would fare better than you. john. Products vs. brands: product = thing, created in a factory, brand = idea, brands exist in the mind of consumers. It is this set of ideas that makes the product worth more or less to the consumer.
