COMM 131 Chapter Notes -Voice Of The Customer, Boston Pizza, Marketing Mix
Document Summary
Brand: name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or a service. Trade name, if used for the firm as a whole. Brands help consumers identify products that might benefit them say something about quality and consistency. Brands are a key element in the relationship with consumers. Represent the perceptions and feelings about a product and its performance. Brand advocates: customers, employees, and others who willingly and voluntarily promote their favorite brands. Advocacy begins with trust: build with potential advocates by nurturing their recommendations and opinions. Advocacy starts close to home: must start by creating advocates in the world around them gain passionate support of customers and employee, their enthusiasm pass on through words and actions. Make customers and employees part of the brand story: transform customer and employees into advocates.
