MARK301 Study Guide - Final Guide: Canadian Imperial Bank Of Commerce, Private Label, Customer Experience
25 Jan 2015
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A name, symbol, icon, design, or a combination of these, that identifies the maker/marketer of a product. A brand is nothing more than an idea (can"t be touched, pointed at, it isn"t real) Trademark: reassured people that the products received had attributes buyers needed. Lv had a trademark to protect itself from fake counterfeit luggage makers. Trademark = symbols, characters, shapes. (have monetary value, must be protected) Trademark can be lost if word becomes generic (ex. Trademark/logos get attached to meanings and relationships from customers. Red bull owns the word extreme and is a sponsor of anything crazy and extreme. Key element in customer"s relationships with the company. Represents consumer"s feelings/perception about a product and its performance. Brands are created in the minds, while products are created in factories. People become brands when their name takes on meaning. (ex. Powerful name, logo or icon is only part of a brand.
