MKTG131 – Marketing Management.  A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller.

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Presentation transcript:

MKTG131 – Marketing Management

 A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

 Identify the maker  Simplify product handling  Offer legal protection  Signify quality  Create barriers to market entry  Serve as competitive advantage

 “Strong” brands have many competitive advantages:  High consumer awareness  Strong brand loyalty  Helps when introducing new products  Less susceptible to price competition

 Brand names  URLs  Slogans  Characters  Symbols  Logos

 Memorable  Meaningful  “Like-able”  Transferable  Adaptable  Protectable

 Product attributes  Least effective  Benefits  Beliefs and values  Taps into emotions

 Suggest something about the product or its benefits  Are easy to say, recognize and remember  Are distinctive  Are extendable  Translate well into other languages  Can be registered and legally protected

 All the activities of designing and producing the container for a product.

 Brand connectivity  Consumer attributes  Company/brand image  Innovation opportunity

 Reminders: Reporters for “Pricing Strategy” topics, please prepare for your report next meeting.