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chapter 12 Key features BRANDING (Definition (philip kotler (Deign, Symbol…
chapter 12 Key features BRANDING
Definition
Differentiating from Competitor
Identify intention
philip kotler
Deign
Symbol
Sogn
Name
what worth Brand Identity
Purchase decision
customer loyalty
marketing a brand
To positive
Attarctive
in line with how it want to be seen
Brand Value
Core value & characteristics
how it stands for CUstomer & shareholders
includes
technological innovation
design
quality
Value for money
corporate ethics
heritage and tradition
enterprenurship
Brand Positioning
Attributes
trendiness
quality
Value
Price
in relation to competitors