Please enable JavaScript.
Coggle requires JavaScript to display documents.
Understanding Brands - Coggle Diagram
Understanding Brands
Advantages of a strong brand - do from ppt
Improved perceptions of performance
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to crisis
Larger margins
More inelastic consumer response
Greater trade cooperation
Increased marketing communications effectiveness
Possible licensing opportunities
What can be branded?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes
Reducing the Risks in Product Decisions
Functional risk
Physical risk
Financial risk
Social risk
Psychological risk
Time risk
Five Levels of Meaning for a Product
Core
Generic
Expected
Augmented
Potential
What is a brand?
Brand Elements / identities
Brand Names, URLs,Logos,Symbols, Character, Spokespeople, Slogans, Jingles, Packages
Brand Element Choice Criteria
Memorable, Meaningful, Likeability, Transferable, Adaptable, Protectable
“A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”.