Brand Strategy Business Process

What is a Brand? A name, term, design, or any other feature that identifies a product. How is this different than a company? Do we identify with a brand or company as Americans?

Brand Name A part of a brand that can be spoken.

Brand Mark Elements of a Brand that cannot be spoken.

Which is more important Which is more important for a company’s brand? The Brand Name or the Brand Mark? Why? Name an example that supports your decision

Brand Equity The value of company and brand names High awareness, perceived quality, and brand loyalty among customers

Question: Do other areas besides “Companies” have brand names?

What is Brand Strategy? How companies communicate the ideas with a brand to their target market! A plan for building a brand in consumers’ minds

Areas for Brand Strategies Market Segmentations – when companies target different categories of consumers who perceive the full value of certain products Geographic Segmentation Demographics (Age, Sex, Generation, Race, Religion, etc.)

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