MKTG 311 Chapter 11: CHAPTER 11 MANAGING SUCCESSFUL PRODUCTS, SERVICES AND BRANDS
27 May 2016
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Chapter 11 managing successful products, services and brands. Brand equity - the added value a brand name gives to a product beyond the functional benefits provided. Brand licensing - a contractual agreement whereby one company (licensor) allows its brand name(s) or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee. Brand name - any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller"s products or services. Brand personality - a set of human characteristics associated with a brand name. Branding - a marketing decision in which an organization uses a name, phrase, design, symbols or combination of these to identify its products and distinguish them from those of competitors. Label - an integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients.
