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Published byNeal Norman Modified over 9 years ago
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Warm-up Which brands do you feel Obama supporters identify with the most? Which brands do your feel Romney supporters identify with the most?
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Targets I can explain how the value of a brand is determined. I can describe the functions of packaging.
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Brand A name, symbol or design the identifies the goods of one seller and distinguishes them competitors. Brand elements: – Logo – Slogan – Key Colors – Front
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Trademark A brand that has been given exclusive legal protection for the name and design.
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Brand Equity Brand Loyalty Name Awareness Perceived Quality Brand Associations
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Brand Loyalty The degree to which customers are satisfied, like the brand, and are committed to further purchase.
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Brand Awareness How quickly or easily a given brand name comes to mind when a product category is mentioned.
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Brand Associations The linking of a brand to other favorable images.
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Brand Extension Using an existing brand name on a new product in a different category. New product must be inline with brand image
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Brand Licensing Leasing a brand name to a company other than the owner of the brand.
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Line Extension The use of an established product’s brand name for a new item in the same product category.
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The Importance of Packaging Package Functions: 1.Protect during storage, handling and prevent theft 2.Attract buyers attention 3.Provide consumer information 4.Explain benefits 5.Give some indication of price, value, and uses. 6.Protect environment
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Atypical Brand: Selling Ice-Cubes to Eskimos
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