MARK 201 Chapter Notes - Chapter 9: Icon Design, Brand Equity, Branded Content
14 Dec 2016
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MARK 201
Chapter 9
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Brand Strategy and
Management
What is a brand?
Brand: a name, symbol, icon design, or a combination of these, that identifies the maker or
marketer of a product
More than names, brands have status and value, have personality, involve emotions signify
quality and provide legal protection
-Brand meaning: in the beginning, products were just products and they stayed that way for a
long time. Then, someone came up with the idea of trademarks
•Trademarks can be names, symbols, characters, shape, has a monetary value, indicated
with a superscript TM
•Al Reis says that the key to communicating brand meaning is to get consumers to
associate your brand with just one word, so that your brand “owns” that word in terms of
brand positioning.
-Brand relationships: brand are key elements in the company’s relationships with consumers
•Brands represent consumers’ perceptions and feeling about a product and its performance
•A key factor in consumers’ relationships with brands is what they believe about them
-People as brands
•Celebrities and politicians aim to achieve brand power in their name
Brand characteristics
Brand personality: the sum total of all the attributes of a brand, and the emotions it inspires in
the minds of consumers
Brand equity: the dollar amount attributed to the value of the brand, based on all the intangible
qualities that create that value
Brands elements: name + logo or icon
Branding strategy and management
Brand name selection
-Suggest something about the type of products it will brand
-Easy to pronounce, recognize and remember
-Distinctive
-Extendable
-Pronounceable in many languages
-Capable of registration and protection as a trademark
Brand positioning
Brand sponsorship
-National brand: a brand created and owned by the manufacturer of the product
-Private brand: brand names applied by the marketer to products manufactured for them
under contracts
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Brand: a name, symbol, icon design, or a combination of these, that identi es the maker or marketer of a product. More than names, brands have status and value, have personality, involve emotions signify quality and provide legal protection. Brand meaning: in the beginning, products were just products and they stayed that way for a long time. People as brands: celebrities and politicians aim to achieve brand power in their name. Brand personality: the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers. Brand equity: the dollar amount attributed to the value of the brand, based on all the intangible qualities that create that value. Suggest something about the type of products it will brand. Capable of registration and protection as a trademark. National brand: a brand created and owned by the manufacturer of the product.
