MDSB03H3 Study Guide - Final Guide: No Impact Man, Conspicuous Consumption, Targeted Advertising
Document Summary
Brand: to brand is to burn, to brand cattle to mark them as belonging to a particular ranch. This is the basis of brand in advertising. Brand is often used interchangeable with trademark, marketers uses signs or symbols to describe the product"s difference compared to their competition to consumers. It"s a form of storytelling, brands tell a story about the product and the consumer. People buy brands, not products because it tells others about them. Sometimes who buys from the brand starbucks, compared to tim hortons. Or someone who buys coffee culture over tim hortons. All of these brands have associations to them that reflects the consumer. Brand advertising is the promotion of products and services offered by a specific brand. It is used primarily to create focus on a particular person, product or service and what consumers identify them with. Brand is a type of product manufactured by a particular company under a particular name.
