Chapter 1 Notes for Keller's Strategic Brand Management

6 Pages
Unlock Document

University of Toronto Scarborough
Management (MGM)
Bill Mc Conkey

STRATEGIC BRAND MANAGEMENT - CHAPTER ONE Kevin Lane Keller What is a Brand? American Marketing Associations definition: A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Practicing managers defines brands as more than that What distinguishes a brand from a commodity gives it equity - the sum total of consumer perceptions and feelings about how it performs (3M, Sony, Gillette) Brand Elements are attributes that identify the brand Brand versus Product Product is anything that can be offered to a market for attention, acquisition, use or consumption that may satisfy a need or a want (goods, services, retail store, person, organization, idea) 5 levels of a product 1. Core benefit level fundamental need or want that is satisfied 2. Generic product level basic version attributes necessary for functioning (stripped down level) 3. Expected product level what customer s normally expect 4. Augmented product level additional attributes, benefits that distinguish it from competition 5. Potential product level all transformation that it might undergo in the future A Brand is therefore a Product that also has dimensions that differentiates it from other products designed to satisfy the same need (competition) Differences may be: - Rational and tangible related to product performance (3M, Sony, Gillette) - Symbolic, emotional, intangible related to what the brand represents (Coca Cola, Calvin Kline, Marlboro)
More Less

Related notes for MGMC11H3

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.