MGMC11H3 Midterm: MGMC11H3 Midterm Exam Notes
Document Summary
Brand: a (cid:374)a(cid:373)e, te(cid:396)(cid:373), sig(cid:374), sy(cid:373)(cid:271)ol, desig(cid:374) o(cid:396) (cid:272)o(cid:373)(cid:271)i(cid:374)atio(cid:374) that ide(cid:374)tifies a(cid:374)d diffe(cid:396)e(cid:374)tiates o(cid:374)e(cid:859)s g/s. so(cid:373)ethi(cid:374)g that (cid:272)(cid:396)eates awareness, reputation, even prominence in the marketplace. A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Function within a company that deals with planning/forecasting/marketing of a product at all stages of the product life cycle. Bridges the gap within the company between teams of different expertise (i. e. engineer and marketing/sales) Involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. > brand resonance creating loyalty relationships with customers. > brand value chain: designing and implementing brand marketing programs, measure and interpret brand performance. Brand audits, brand tracking, brand equity mgmt. system: growing and sustaining brand equity. Brand equity: the difference between the market value of a property and the claims held against it.
