MKT 510 Chapter Notes - Chapter 1: American Marketing Association, Procter & Gamble, Brand Equity

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Marla Spergel

Document Summary

Word brand is derived from the word brandr which means to burn . According to american marketing association (ama) brand is a name, symbol, term, sign, symbol, design or combination of them which is intended to identify the goods and services . When a marker has created a new name, logo, symbol for a new product they have created a brand . Brand creates awareness, reputation, prominence and so on. Brands are based on people (estee lauder cosmetics) Brands are named on animals (mustang, dove soap) Brands also have an others category which has apple computers, Some brand names use words to inherent the product meaning (diehard batteries, beautyrest mattresses) Some brand names are made up which include prefix/suffixes to make it sound scientific (intel, lexus automobiles) Brand elements such as logos, symbols can also be based on people, place, things etc which gives the brand and marketer many choices.