COMM 223 Chapter Notes - Chapter 9: Brand Equity, Brand Valuation, Brand Management

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Bonnie Feigenbaum

Document Summary

The most distinctive skill of professional marketers is their ability to build and manage brands. Brand: a name, symbol, icon, design, or a combination of these, that identifies the maker or marketer of a product. A brand is not a logo, not a corporate identity system and not a product; it identifies a company, one of its products or a product line. If used for the firm as a hole, the preferred term is trade name. Brands are much more than just a trade name: brands are powerful. Have personality and so involve our emotions as consumers and as human beings. But a brand is not real, can"t be touched or pointed at. A brand is nothing more than an idea. Trademarks: can be names, symbols, characters, and even shapes. Trademark names have monetary value, and therefore must be protected, and distinguished from regular or generic words with similar meaning.