COMM 131 Chapter Notes - Chapter 9: Private Label, Brand Equity, Campbell Soup Company

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Ethan Pancer

Document Summary

A name, term, sign, symbol, or design (or combo) that identifies the maker/seller of a p/s: important part of a product as branding it can add value to it. If used for a firm as a whole, the preferred name is trade name. A brand may identify one item, a family of items, or all the items of a seller. Brands are powerful, hold status, have value & a personality but no more than an idea. Brand names help buyers to identify products that might benefit them and it also tell consumer about the product quality and consistency. Consumers trust trademarks because they reassure them that the product consumers were getting had the attributes they wanted and expected from that maker. Trademarks and logos often represent brands, but brands mean much more than just that. Brands are a key element in the company"s relationship with customers. Brands represent consumers" perceptions and feelings about a product & its performance.