MRKT 483 Lecture Notes - Lecture 7: American Marketing Association, Brand Equity, Brand Loyalty
Document Summary
Im lecture 7 product-related decisions part b on branding (ch 14) Association: complex bundle of images, promises, and experiences in the customer"s mind that subtract from the value provided by the product or service to the firm or to the firm"s. Brand types: co-branding: any form of cooperation resulting in synergy, two or more firms may cooperate at final product level (rum and coke, two or more firm cooperate on any aspects of supply chain (ferarri, lego, and. Shell: generally, ingredient-branding is not proper for all producers, generally, when ingredients offer distinct advatnages, they are branded e. g. , Dupont"s teflon, nutrasweet low-calories sweeteners; (contrary case: monsanto"s round-up herbacide) Mid east: croque mcdo, maharaja mac, mcarabia, mcchicken, mcgreek, mckroket, kiwi burger, teriyaki burger, samurai burger thailand. Sensory footprints: building sensory ties into brands (between the consumer and the brand. Collaboration and customization through internetization and increased customer involvements.
