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Brands
Title: Brands
Category: Literature / English
Details: Words: 2694 | Pages: 11.5 (approximately 235 words/page)
Brands
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 2694 total…
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…showed last 75 words of 2694 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)
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