COMMERCE 2MA3 Study Guide - Final Guide: Private Label, The Strongest, Frosted Flakes
1 May 2016
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Brand: name, symbol, icon, design, or a combination of these that identifies the maker or marketer of a product. Brand management is much more than product management because brand is much less tangible; provides meaning of the product. Branding: the process of creating an identity for products and product lines. Purchase decisions are becoming more based on symbolic attributes. Purchase decisions based on what we know, feel, or believe about brand. Brand name: basis to build a story about the product. Brand name and trademark to provide legal protection. Marriot has many different brands for all different types of travelling situations. Trademark: brand for which the owner claims exclusive legal protection. Companies can lose trademarks if their name becomes a generic word (thermos, zipper, etc. ) The coca cola company is a trade name, but coke is a trademark of the company"s product.
