MKT 320F Lecture Notes - Lecture 19: Colt Mccoy, Starbucks
Document Summary
Branding is the ability to define, refine, and craft your uniqueness that becomes a mark of distinction and adds value. Your brand is the representation of you distinct, authentic identity. Your brand is either postive, negative, or neutral. The key is to develop, manage, and market your unique self/brand/distinctive competency to impact others and leave your mark/brand. Each of you has the ability to create, package, and present your product/brand 1300 bc potters marked (brand) their pottery with their thumbprint. This allowed the artist to authenticate the work and charge a premium price. Some famous brands: ut austin (longhorns, dallas cowboys, colt mccoy. Imb: xerox, starbucks, coca cola, microsoft, toyota, disney, bmw, sony, dell, mercedes benz. If it"s cloudy outside the sun is still shining above the clouds attitude. These are you product/personal attributes: personality demeanor humilty deference knowledge commitment desire sincerity.
