MGMC11H3 Midterm: MGMC11H3 : MGMC11: Midterm Chapter Notes.docx
Document Summary
Brand: a name, term, sign, symbol, design or combination that identifies and differentiates one"s g/s. something that creates awareness, reputation, even prominence in the marketplace. A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Function within a company that deals with planning/forecasting/marketing of a product at all stages of the product life cycle. Bridges the gap within the company between teams of different expertise (i. e. engineer and marketing/sales) Involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. > brand resonance creating loyalty relationships with customers. > brand value chain: designing and implementing brand marketing programs, measure and interpret brand performance. Brand audits, brand tracking, brand equity mgmt. system: growing and sustaining brand equity. Brand equity: the difference between the market value of a property and the claims held against it.
