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Branding (Brand Awareness (Top of Mind
Brand Recall
Brand Recognition
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Branding
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Brand Identity
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Might suffer from distractions
EG: Duracell bunny became Energizer's mascot when Energizer tried to make fun of Duracell
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Definition
Name, term, sign & symbol to identify seller's goods and differentiate them from the competitors
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Consumers
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Identify Source
Assign Responsibility
Reduce Risk
Reduce Search Cost
Promise, bond or pact with product makers
Symbolic Device
Signal of Quality
Firms
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Simplify Handling or Tracing
Legally Protect unique features
Signal Quality Level
Endow products with unique associations
Source of competitive advantage
Source of financial returns
Product - Attributes, Quality, Uses
Brand - Country of Origin, Customer Relation, Symbol
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Process & Retrieve Information
Differentiate
Reason to Buy
Create Positive Attitudes
Basis for Brand Exension
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Product Attributes
Customer Benefits
Intangibles
Relative Price
Use/Application
User/Customer
Celebrity/Person
Lifestyles/Personality
Product Class
Country/Geographic Area
Competitors
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EG: Nokia did not debunk the misconception that it was not from Japan as good electronics products were from Japan
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Will consumers believe or process the information? Best to simulate consumer interest when it is in between congruous and incongruous
Unanticipated signals - EG: Nike Sweatshop
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Trademark can become generic if:
Firm develops a unique product
Easier to pronounce
Brand achieves high market share
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