GCM 210 Midterm: GCM 210 Week 3 Notes

• School: Ryerson University
• Department: Graphic Communications
• Course: GCM 210
• Professor: Natalia Lumby

Document Summary

Marketing: coming up with a product, making your consumers want a product/service, selling it to them profitably. Leading brands: lipton, cadbury"s, gillette, coca cola, maple leaf, kelloggs brand equity and reputation largely because of their marketing and packaging. Commitment that the product being purchased delivers on its promise. Private labels aren"t going to be given the best effort; going to be given less tasty, less expensive formulation: retailers don"t produce their own things so they subcontract. Relevant to their value: distinctiveness: stand out, recognizable, color is detectable 10m away, shape 4m, market appeal, protectable: trade dress: whatever you design can be trademarked, registered, protected. Product, price, promotion, place: the marketing mix and packaging. Price determines market position in comparison to competitors. Child advertising laws differ in regions, so advertising placement in different places should be considered. Promoting the brand; brand persona and packaging. Importance of consistency: global brand management, use of digital technology.