BRAND MANAGEMENT
Publié le 18/05/2022
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Table of content
◦ What is a Brand ?
◦ What are the objectives of a brand ?
◦ What is Brand Management?
◦ What Are Some Effective Brand Management Techniques?
What is a Brand
Brand may be defined from the brand owner’s perspective or the consumer’s perspective.
There are
various popular definitions of a brand:
◦ “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct
from those of other sellers.
The legal term for brand is trademark.
A brand may identify one item, a family of
items, or all items of that seller.
If used for the firm as a whole, the preferred term is trade name.” - American
Marketing Association
◦ “A type of product manufactured by a particular company under a particular name.” - Oxford English
dictionary
◦ “A name, term, sign, symbol, design, or a combination of these used to identify the goods or services of
one seller or group of sellers and to differentiate them from those of competitors.”– A product-oriented
definition
◦ The fundamental purpose of branding is
differentiation.
A brand is a means of
differentiating the seller’s product from
other competing products.
Brand has the following characteristics:
◦ Tangible characteristics: Price,
physical product, packaging, etc.
◦ Intangible characteristics: Customer’s
experience with the brand, brand
position, and brand image.
Objectives of a Brand
Here are some important objectives of a brand:
◦ To establish an identity for the product or a group of products.
◦ To protect the product or service legally for its unique features.
◦ To acquire place for the product in consumers’ minds for high and consistent quality.
◦ To persuade the consumer to buy the product by promising to serve their needs in a unique way.
◦ To create and send the message of strong reliable business among consumers..
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