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CHAPTER 1:
Brands and Brand
Management
Learning Objectives
Brand Elements
What Is a Brand?
Brand Elements
Brand
To Sum Up ....
Consumers
Firms
Consumers
Consumers (Continued)
Signal product characteristics and attributes.
On the basis of attributes products can be classified as:
Search goods
Experience goods
Credence goods
Reduce risks in product decision
These risk can be categorised as
Functional
Physical
Financial
Social psychological
Time
Firms
Physical Goods
Services
Business-to-Business Products
High-tech Products
Physical Goods
Services
Role of Branding
To Sum up....
Strong Brands
Savvy Customers
Economic Downturns
Brand Proliferation
Media Transformation
Increased Competition
Increased Costs
Greater Accountability
Brand Equity
Choosing
Brand
Elements
Integrating
the
Brand
into
Marketing
Activities and the Supporting Marketing
Program
Leveraging
Secondary Associations
Thank you.