Management and Organizational Studies 3322F/G Chapter 3: CHAPTER RECAP

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

Document Summary

Brand: an identifying mark, symbol, words or word that separates one product from another; can also be defined as the sum of all tangible and intangible characteristics that make a unique offer to customers. All types of marketing communications have an impact on brand. Customer perceptions of brand are largely influenced by. Image they hold largely influenced by what they have learned about that product: brand name: the part of the brand that can be spoken. Usually presented with their own type of font. Presentation of the name is consistent at all times even in other languages and alphabets: brand logo: a symbol that plays a key role in branding and creating an image. Brands are more than just a tangible product. A company adds other dimensions that differentiate it in some way from other products designed to meet the same need. These dimensions can be tangible or rational or emotional that relate to what the brand represents.