1. MKTG131 – Marketing Management

2.  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.

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

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

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

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

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

10.  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

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

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

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