MARK 201 Chapter Notes - Chapter 9: Brand Awareness, Signify, Brand Equity
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A brand is the image which stands behind the name, symbol, icon, design, or combination of these that identifies the maker or marketer of a product. Branding can add value to a product. Brand can drum up the most revenue for a company. The key to communicating brand meaning is to get consumers to associate the brand with just one word, so that your brand owns the word in terms of brand positioning (al. The strategy is to have one word that relates to your brand. Bra(cid:374)ds represe(cid:374)t (cid:272)o(cid:374)su(cid:373)ers" per(cid:272)eptio(cid:374)s a(cid:374)d feeli(cid:374)gs a(cid:271)out a produ(cid:272)t a(cid:374)d its performance. A key factor in consumers relationships with brands is what they believe about them. Celebrities and politicians aim to achieve brand power in their name. But persona brands (like corporate brands)can be damaged as quickly as they were created. We talked a(cid:271)out the (cid:862)o(cid:374)e (cid:449)ord(cid:863) (cid:271)ra(cid:374)d (cid:373)eeti(cid:374)g.
