Management and Organizational Studies 3322F/G Chapter Notes - Chapter 3: Brand Loyalty, Brand Management, Brand Equity

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

Document Summary

Essentially, the brand offering and the message communicated to consumers form the backbone of brand strategy and positioning strategy. Brand name: that part of a brand that can be spoken. Consists of word, letter or group of words and letters. Presentation of name is consistent all the time. Brand logo: a symbol that plays a key role in branding and creating an image. When marketing communications work effectively, consumers can quickly identify a brand logo or associate a logo with a brand. The swoosh so well known that it can stand alone. Band-aid, kleenex are brand names which have become synonymous with the product categories. Trademark: the part of a brand that is granted legal protection so that only the owner can use it. Symbol r is used when the trademark has not only been claimed, but registered with the government trademarks office. Companies spend a lot of time and money developing and testing brand names.