INTRODUCTION Brands The objective of this assignment is to discuss Brands & Brand Management. “The most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. According to Philip Kotler brand is define as a name, term, sign, symbol, 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” (1997:443). ‘The American Marketing Association” …showed first 75 words of 2655 total…

…showed last 75 words of 2655 total…equity To be done in this stage To reach next stage Brand birth Name selection Awareness advertising Positioning Trial stimulating promotion Brand awareness and associations Product evaluation Continued satisfaction Reminder advertising Repurchase stimulating promotion Quality and value perceptions Search behavior Quality, value, image Becomes routine response commitment to brand Emergence of brand loyalty Positive brand evaluations (e.g. value, quality, Transferred to other products reputation, etc.) Launch of brand extension “Creating powerful brand (Brand evaluation)