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Textbook Notes for BU470 at Wilfrid Laurier University (WLU)

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WLUBU470Sarah WilnerFall

BU470 Chapter Notes - Chapter 1: Brand Equity, Market Power, Real Analysis

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What is a brand: a brand is a name attached to a product or service. In practice, they are trademarks that identify the product maker or service provid
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WLUBU470Sarah WilnerFall

BU470 Chapter 2: Chapter 2

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WLUBU470Sarah WilnerFall

BU470 Chapter Notes - Chapter 4: Marketing Buzz, Viral Marketing, Product Placement

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The foundation: a brand must first reduce functional risk for the consumer followed by psychological risk, once the brand is used for self-expressive p
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WLUBU470Sarah WilnerFall

BU470 Chapter Notes - Chapter 3: Market Segmentation, Internal Communications, Opinion Leadership

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Brand platform: combine the positioning statement & value proposition, comprehensive statements, moving from company values to brand vision to communic
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WLUBU470Sarah WilnerFall

BU470 Chapter Notes - Chapter 5: Customer Relationship Management, Corporate Social Responsibility, Brand Loyalty

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Customer relationship management (crm: the main way of maintaining & ^ loyalty, ai(cid:373) to (cid:373)ake the lo(cid:455)alt(cid:455) (cid:862)sti(ci
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