Management and Organizational Studies 3322F/G Chapter Notes - Chapter 3: Marketing Communications, Tim Hortons, Leading Edge

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

Document Summary

Customer perceptions of brands are largely based on the brand name and what it stands for. It is the image they hold of a brand over an extended period, based on what they have learned about the brand. Brand name: the part of a brand that can be spoken. Appropriate to new products which may be added to the line at a later date. Brand logo: a symbol that plays a key role in branding/creating image. Have a style that is highly memorable (ie. a logo with a totally unique shape) Tagline: commonly developed with an objective of being understandable, memorable, and linking benefits or positive images with a brand. A tagline is meant to succinctly communicate the company"s message about the essence of a brand. Red: evokes strong feelings related to passion, danger, anger, love, sex, strength, and power. Gold: conventional color of money, brings to mind feelings of security/wealth/abundance. Blue: associated with calmness, coolness, introspection, wisdom, and solitude.