ADMS 4250 Study Guide - Final Guide: Personal Selling, Product Placement, Shannon Rubicam

• School: York University
• Department: Administrative Studies
• Course: ADMS 4250
• Professor: Alexander Rusetski

Document Summary

Economies of scale ( when multiple brands with underline design) Have a chance with competing with yourself. Higher fixed costs can potentially dilute brand image, a lot of new products fail. A signal of quality, reliability and status. A cost saving measure (search costs, decision costs) Increased marketing communications effectiveness: to competitive actions, market crises, to own problems. Inelastic response to price increase: elastic response to price drease. Insulation from problems, if something goes wrong all brands under the company will look bad. Combination ( utilizing strength of the parent brand but isolating possible damage to a single category: sony playstation, apple ipod. Humanize the brand: the differential effect that brand knowledge has on customer response to the marketing of a brand. Elements x5: awareness, perceived quality, brand loyalty, brand associations, other assets ( patents, trademarks, channel relationships) Brand identity: brand-as-product, brand-as-organization, brand-as-person, brand-as-symbol. Problem: does not allow comparing different brands.