MCS 3620 Chapter Notes - Chapter 3: Brand Equity, Marketing Communications, Product Differentiation
13 Mar 2013
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Document Summary
A brand is a name/term/symbol/design etc. that identifies one seller"s good or serve as distinct from those of other sellers. The legal term for brand is trademark. Marketing communications in any form have an impact on how customers perceive a brand. Consumer perceptions of brands are largely based on the brand name and what it stands for. The design of a product (colour scheme, package etc. ) plays an important role in creating brand image. Brand name: the part of a brand that can be spoken. Brand logo: a symbol that plays a key role in branding and creating an image. If marketing communications are effective a consumer should be able to identify a logo and associate it with a brand. Trademark: a brand mark or other brand element that is granted legal protection so that only the owner can use it. Brands are more than a tangible product.
