ADMS 2200 Chapter Notes - Chapter 9: The Strongest, Private Label, Store Brand

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Li Lee

Document Summary

Previewing the concepts chapter objectives: define brand, and explain how brand meaning is created and maintained, explain how brands are represented, and the role of brand equity and brand personality. 3: explain how brands are developed and managed, and describe the role of brand list and describe the major strategic decisions marketers must make about brands communications in the ongoing management of brands. In this chapter, we"ll study how companies develop and manage products and brands. Sometimes the brand name is synonymous with the product or company name, but it"s not just products that can be branded. Marketing is all about building brands that connect deeply with customers. Bbrand managers try to associate their brands with powerful emotions that bring the brand to life in the mind of the consumer, and establish a clear and unique positioning. That"s particularly difficult to do for a product like beer. Sleeman has built a brand around the word notorious and a dangerous heritage.