ADMS 2200 Chapter Notes - Chapter 13: Brand Loyalty, Brand Management, Costco

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

Chapter 11: developing and managing brand and product strategies. Marketers measure brand loyalty in three stages: recognition, preference, and insistence. Brand preference: consumer reliance on previous experience with a product to choose that product again: brand preference is the second level of brand loyalty. Buyers rely on previous experiences with the product when choosing it, if available, over competitors" products. Brands can be classified in several ways: private, manufacturer"s or national, family, and individual brands. Some firms make no effort at branding; selling generic products that are characterized by plain labels, little or no advertising, and no brand names. A manufacturer"s brand, or national brand, refers to a brand name owned by a manufacturer or other producer. Private brands are the brands offered by wholesalers or retailers ex kirkland by costco. Captive brands are national products that are sold exclusively by a retail chain. A family brand is a single brand name that identifies several related products.