BU470 Chapter Notes - Chapter 1: Media Studies, Co-Creation, Marketing Mix
Document Summary
We use brands to project who we want to be in the world, how we want people to perceive us, Chapter 1 brands and branding and how we want to feel about ourselves. Welcome to a branded world: marketers, my personal identity goals and life themes, and the broader sociocultural context in which i live have shaped the various meanings of these brands. Signal information against a background of noise. Protection: despite the many definitions of what a brand is we can build up a clear picture of what characterizes a strong brand: Identification: the purpose of a brand is to clearly identify a particular set of marketplace offers. The brand"s various markers indicate authenticity and provide the user with confidence. Distinction: those managing brands have always been concerned with uniqueness. Measures of brand equity (or brand value) place much emphasis on uniqueness when attempting to understand the strength of a brand relationship and its financial value.
