RLS 183 Random Topic Notes by g6PZxX

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									RLS 183 Brands and Extensions

Branding

Brand: a name, term, sign, symbol, or design, or a
combination of them, intended to identify the product of one
provider and to differentiate it from those of another


May imply: attributes, benefits, values, culture, personality,
and the kind of user


Brand Familiarity

Rejection

Non-recognition

Recognition

Preference

Insistence



Brand Loyalty

If the store is out of Heinz Ketchup, do you go to another
store to find it or do you buy something else?
Branding

Individual Brand Names


Blanket Names


Separate Family Names


Company Name in Association



Brand Equity

The "value" in the brand




                               Product Category
      Brand
                           Existing          New

     Existing


      New

								
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