ADV 305 Lecture Notes - Lecture 2: A.D. Vision
Document Summary
Adv 305 1. 2a - branding and brand management. Visuals, words, etc. that come together to represent what the company stands for and how it"s known in the market place. Made up of two elements: tangible elements. Employees i. e. when you think of someone who works at google: young, 22, sitting on a bean bag, super smart, takes work seriously, chill, khakis, beer drinker. Ex: do they have a policy that says they won"t harm animals i. e. a way they produce their goods. American: companies hope their consumers will make that bond with. Chipotle and chick fil a brand image: what we learned from these examples. All parts of brand image have to be congruent. Any corporate decisions, comments, etc. tie into image. Why is a strong brand image important: company perspective. People will be willing to pay more. Retailers are more likely to carry your product because consumers want it. Allows your image to extend to new products.
