RMG 200 Chapter Notes - Chapter 15: Brand Equity, Brand Awareness, Private Label

• School: Ryerson University
• Department: Retail Management
• Course: RMG 200
• Professor: Brent Bar

Document Summary

Chapter 15 | appealing to the customer: retail communication mix. A critical step in the retail management decision-making process is developing and implementing a communication program to: build appealing brand images attract customers to stores and internet sites encourage customers to buy merchandise. Using communication programs to develop brands and build customer loyalty. Brand - a distinguishing name or symbol (such as a logo, design, symbol, or trademark) that identifies the products or services offered by a seller and differentiates those products and services from the offerings of competitors. Brand energy - the concept that links the idea that a brand creates value through meaningful experiences rather than a focus on generating profits. Attitude branding - the choice of a symbol that represents a feeling that is not necessarily connected with the product or retailer. Brand equity - the value that brand image offers retailers.