MKT-3010 Lecture Notes - Lecture 11: Brand Loyalty, Brand Awareness, Fairtrade Certification
16 Oct 2017
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Experiences - try to create a more meaningful relationship between consumer and brand through an experience. Core customer value - core benefit customer is getting from using your product. Ex: warranty, free installation, take away, financing. Every product or service your company offers. Number of product lines a company offers. Ex: sc johnson sold aveeno lotion to johnson and johnson, porsche released. Brand name - spoken component that increases sales and competitive advantage. Logos & symbols - visual representation, nike swoosh = logo, just the swoosh = symbol. Characters - cow for chick fil a, ronald mcdonald. Slogans - short phrases associated with brands, they change over time and appeal to. Distinctive packages - coca cola glass bottle, pringles tube today. Can be positive or negative - assets and liabilities associated with a brand. Manufacturer brands/national brands - nike, kellogg"s, sony. Private-label/retail/store brands - gap, arizona jeans to copy.
