Please enable JavaScript.
Coggle requires JavaScript to display documents.
Branding (Value to sellers (facilitates the promotion of al same-brand…
Branding
Value to sellers
-
-
-
-
-
leading to a more stable market share, and less reliance on price cutting to attract customers
Value to buyers
-
-
without brands, product selection would be quite random and based mostly on price
-
helps facilitate consumer purchases by identifying specific preferred products that satisfy their needs
Branding decisions
Brand sponsorship
co-branding = using two or more brands on one product, can be owned by same/different company
house brands = initiated and owned by resellers (store/generic brands), manufacturers not identified
brand licensing = an agreement whereby a company permits another organisation to use its brand on other products for a licensing fee. the brand licensee is responsible for all manufacturing, selling and advertising functions
manufacturer brands = initiated by producers, producers identified with product at point of purchase
-
Brand name selection
-
-
should be easy, distinctive, indicate benefits, uses, characteristics
-
-
-
Definitions
-
Brand mark = the part of a brand not made up of words, such as a symbol/design
Brand = a name, term, symbol or other feature that identifies one marketer's products as distinct from those of other marketers
-
-
-