COMM 131 Chapter Notes -Costco, Walmart, Transportation Planning

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Ethan Pancer

Document Summary

Brand: name, term, sign, symbol, or design, or combination, that identifies the products or services of one seller or a group of sellers and differentiates them from those of competitors. Trade name: brand used for firm as a whole. Brands help consumers identify products, form expectations for quality, provide legal protection, and differentiates. Brands delve into consumer emotion, creating real relationships. Make brands into lovemarks by telling a story. People are becoming brands, marketing themselves: brand characteristics. Logos are becoming more approachable and energetic, colourful over corporate. Brand personality: sum total of all the attributes of a brand, and emotions it inspires in the minds of consumers. Brand equity: dollar amount attributed to the value of the brand, based on all the intangible qualities that create that. Status is a level of social regard a brand has with respect to one another value. Brand strength is measured by differentiation, relevance (meeting needs), knowledge, and esteem (regard and respect)