1 of 67
Definition
•is a mental picture or idea about a brand that contains both
associations and emotions.
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Define brand value Define brand image
Define brand promise Define cause marketing
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, 2 of 67
Definition
-Focused on long-term brand identity and image.
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Brand Advertising Define brand value
Define identification. Advertising:
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3 of 67
Term
Common types of advertising
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-Tries to stimulate an immediate customer response.
Successful brands:
•Are distinctive
•Create an association
•Offer a benefit
•Carry a heritage
•Are simple
, •Are often based on a distinctive graphic: a logo, trademark, character or other
visual cue
Brand advertising
Retail or local advertising
Direct-response advertising
Business-to-business advertising
Institutional advertising
Non-profit advertising
Republic service advertising
Specialized advertising
§Brand proliferation
§Declining brand loyalty
§Need to break through "clutter"
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4 of 67
Term
Define Brand position
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•is a mental picture or idea about a
-Its value to a consumer
brand that contains both
-Its value to the corporation
associations and emotions.
•identifies the location a
identifies key selling points for the product or brand occupies in
product. consumers' minds relative to
competitors.
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5 of 67
Term
Define brand equity
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is the intangible value of the brand based on the relationships with its
stakeholders as well as its intellectual property value.
Brands have a financial value that can be plotted on a balance sheet.
-Its value to a consumer
-Its value to the corporation
•is a mental picture or idea about a brand that contains both associations and
emotions.
a perception, often imbued with emotion, that results from experiences with and
information about a company, an organization, or a line of products."
Products carry brands, but so do organizations.
Differentiates Products and Organizations
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6 of 67
Definition
Definition
•is a mental picture or idea about a brand that contains both
associations and emotions.
Give this one a try later!
Define brand value Define brand image
Define brand promise Define cause marketing
Don't know?
, 2 of 67
Definition
-Focused on long-term brand identity and image.
Give this one a try later!
Brand Advertising Define brand value
Define identification. Advertising:
Don't know?
3 of 67
Term
Common types of advertising
Give this one a try later!
-Tries to stimulate an immediate customer response.
Successful brands:
•Are distinctive
•Create an association
•Offer a benefit
•Carry a heritage
•Are simple
, •Are often based on a distinctive graphic: a logo, trademark, character or other
visual cue
Brand advertising
Retail or local advertising
Direct-response advertising
Business-to-business advertising
Institutional advertising
Non-profit advertising
Republic service advertising
Specialized advertising
§Brand proliferation
§Declining brand loyalty
§Need to break through "clutter"
Don't know?
4 of 67
Term
Define Brand position
Give this one a try later!
•is a mental picture or idea about a
-Its value to a consumer
brand that contains both
-Its value to the corporation
associations and emotions.
•identifies the location a
identifies key selling points for the product or brand occupies in
product. consumers' minds relative to
competitors.
, Don't know?
5 of 67
Term
Define brand equity
Give this one a try later!
is the intangible value of the brand based on the relationships with its
stakeholders as well as its intellectual property value.
Brands have a financial value that can be plotted on a balance sheet.
-Its value to a consumer
-Its value to the corporation
•is a mental picture or idea about a brand that contains both associations and
emotions.
a perception, often imbued with emotion, that results from experiences with and
information about a company, an organization, or a line of products."
Products carry brands, but so do organizations.
Differentiates Products and Organizations
Don't know?
6 of 67
Definition
