Management and Organizational Studies 3322F/G Chapter Notes - Chapter 3: Brand Equity, Marketing Communications, Peer Pressure

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Maxwell Smith

Document Summary

Marketing and marketing communications programs create awareness for the brand. Chapter 3 branding strategy: start of the loop. Loop principle of marketing and marketing communications suggests that every form of communication is going to have some impact. Impact of the message and its ability to stimulate action are determined by what a brad has to offer and the convincing way in which the message is delivered to potential customers. Brand offering and message communicated to consumers form the backbone of brand strategy and positioning strategy. Brand is more than a tangible product; elements beyond the name that contribute to a brands image. Brand name = part of a brand that can be spoken: presentation of name is consistent. Brand logo = symbol that plays a key role in branding and creating an image. When marketing communications work effectively consumers can identify a logo or associate a logo with a brand.