ADV 305 Lecture Notes - Lecture 6: Lip Balm, Chapstick, Petroleum Jelly
Document Summary
Adv 305 1. 3b- brand ethics and international strategies. Brand infringement: taking a brand name that is very similar to a current, successful, and popular brand i. e. someone in a movie comes up with mcdowell as a name for restaurant (play on mcdonald"s) Potential for brand infringement increases when a brand becomes so popular it represents the entire product group: generic trademark. Nobody asks can i get some lip balm they say can i get chapstick. Nobody asks can i get petroleum jelly. Can i get vaseline this is the goal. I name a product chap stick to confuse ppl and trick them into buying. 2 strategies for branding on a global scale: standardization the same brand name and product are sold in all countries. Benefits: reduces costs: may attract customers to think the brand is higher quality because global, cosmopolitan, adaptation. The brand and or product may be different in each country or region.
