ECON 2 Lecture Notes - Lecture 15: Brand Architecture, Phenome, Financial Statement

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Seven brand approaches: the approaches represent fundamentally different perceptions of the brand, the nature of the brand consumer exchange, and how brand equity is created and managed. The economic approach: the brand as part of the traditional marketing mix. The identity approach: the brand as linked to corporate identity. The consumer based approach: the brand as linked to consumer associations. The personality approach: the brand as a human-like character. The relational approach: the brand as a viable relationship partner. The community approach: the brand as the pivotal point of social interaction. The cultural approach: the brand as part of the broader cultural fabric. Assumptions: each approach holds its own implicit view of the nature of the brand and the premises of the brand-consumer exchange. Also illuminate the intangibles inherent in the nature of the brand. Theory: the concepts, models and figures that are key to understanding of each brand approach.

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