BUS 343 Chapter Notes - Chapter 9: Brand Equity, Brand Management, Zipper

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Ginger Grant

Document Summary

Brand = name/symbol/icon/design/combo that identifies maker/marketer of product. Brand names help consumers identify products that might benefit them. Brand says sth about product quality & consistency. Trademarks ( ) reassures consumers that product has attributes they want & expect form that maker. Lv one of first makers to trademark name. = after company has gone thru lengthy legal process of registering trademark. Companies can lose their trademarks if their name becomes a generic word. Products created in the factory, but brand created in mind. Ppl become brands when their name takes on meanings that transcend the person. True mark of any brand = ability to apply it to products in other categories & have same meaning & positioning transfer w/ it. Logo = designs that represent the brand. Brand personality = sum total of all attributes of a brand & emotions it inspires in minds of consumers. Personality part of what establishes positioning of that brand.