COMM 342 Lecture Notes - Lecture 7: Idea Factory
Document Summary
Brand identity: must be distinctive and familiar in terms of name, logo, colors, typeface, design, and slogan. Brand personality and liking: it should have human characteristics like loving, trustworthy, sophisticated. Brand position and leadership: the soul or essence of the brand; it stands for something that matters to consumers. Brand image: the mental impression customers construct for a product based on symbols and associations that customer"s link to a brand. Brand promise and brand preference: believing the promise that a brand will meet your expectations leads to brand preference. Brand loyalty: a connection built over time that leads to repeat purchases. Product feature and attributions: first identify the features of the brand and its competitors to determine advantages. Product differentiation: focuses attention to product differences that distinguish the companys product from others in the eyes of consumers. Competitive advantage: the product has a strong feature, in an area that is important to the target, where the competitor is weaker.
