ADM 2320 Study Guide - G2 Phase, Marketing Strategy, Business Analysis

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: All

Document Summary

Urls logos symbols (nike symbol) characters slogan why are brand names important ? identifies product organizes accounting signifies quality secure price premium brand identification lecture 6. Google) individual brand (multiple products in the same category but different brand names) private brand (brand owned by retailers, wholesalers and manufacturers ex sears(cid:224) kenmore canadian tire(cid:224)master craft) total control over the brand disadvantage (cid:224) have to establish the brand, expensive national brand (manufacturer"s brand) (not owned by the retailer) packaging physical protection promotes product reusable. 09/07/2012 keep brands exclusive and separated ( ritz carelton is owned by marriott) brand meaning helps differentiate product unique identity stands out brand = product + personality competitive advantage brand value when you have established brand name, people will buy the brand at any given price brand personality and animism using animals (cid:224) no scandals, cheaper, no drugs, lower expectations.