Management and Organizational Studies 3322F/G Chapter Notes - Chapter 3: Ing Group, Shoppers Drug Mart, Brand Equity

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

The impact of the message and its ability to stimulate action are determined by what a brand has to offer and the convincing way in which the message is delivered to potential customers. The brand offering and the message communicated to consumers form the backbone of brand strategy and positioning strategy. Customer perceptions of brands are largely based on the brand name and what it stands for. Brand name the part of the brand that can be spoken: brand names are usually presented with their own unique font style, the presentation of the name is consistent at all times. Brand logo a symbol that plays a key role in branding and creating an image: trademark holders become victims of their own success when their trademark loses its distinct nature like nike"s s(cid:449)oosh. The design of the product or package, along with a colour scheme, also plays a role in creating brand image.