MARK301 Chapter 9: Chapter 9- Brand Strategy and Management
14 Sep 2016
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Document Summary
Branding is a name, term, sign, symbol, design that identi es the product of a seller and di erentiates it form competitors" products. Brand advocate is a person who speaks favourable about a brand or product and then passes word of mouth (wom) messages to other people. Must create trust- future opinions and recommendations of advocacy. Make customers and employees a part of the brand story. Create buzz online; identify customers who have made repeated purchases and those who submit feedback, make them brand advocates. With online social networking sites, create buzz by o ering one-click access to popular social networking platforms and blogs right from your website. Social media has made brand advocates more in uential and able to spread the word about your brand more quickly. Communities formed around brands or other market o erings. Brands provide a structure & meaning- and social interaction. Should be easy to remember, recognize, and pronounce (in many languages)
