COMM 131 Chapter 9: Chapter 9 - Brand Strategy and Management.docx

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Branding strategy decisions: brand name selection, should suggest something about type of products it will brand, easy to pronounce, recognize, remember, distinctive, extendable not tied closely to one product, pronounceable in many languages (not mean different things, capable of registration and protection as a trademark, brand positioning, product attributes, desired benefits, strong beliefs and values, brand sponsorship, national brands versus store brands: Private/store brand: created and owned by a reseller of a product or service: licensing: selling the rights to apply a brand name, logo, or image to another manufacturer, co branding: the practice of using the established brand names of two different companies on the same product. Brand communications: brand experiences and touchpoints, touchpoints: any and all points of contact a consumer has with a brand, including word of mouth, company webpages, points of purchase, and advertising, branded entertainment: a form of entertainment, usually video, that is created with the cooperation or financial support of a marketer.