Management and Organizational Studies 2320A/B Chapter Notes - Chapter 9: Canada Goose, Brand, Preempt

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Sean Hingston

Document Summary

Increase breadth- add new product lines: capture new or evolving markets, compete in new venues. Increase sales: decrease breadth- delete entire product lines, address changing market conditions, meet internal strategic priorities, depth- the number of products within a product line. The spoken component of branding, it can either describe the product or service/product characteristics and/or be composed of words invented or derived from colloquial or contemporary language. The location of pages on the internet, which often substitutes for the firm"s name. Logos are visual branding elements that stand for corporate names or trademarks. Brand symbols that could be human, animal, or animated. Short phrases used to describe the brand or persuade consumers about some characteristic of the brand. Individual: brand equity, awareness- measures how many consumers in a market are familiar with the brand and what it stands for, and have an opinion about that brand.