Brands & Branding Marketing 472 Chapter 1 PDF
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University of Alberta
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Summary
This document is a presentation on brands and branding. It covers topics like the definition of a brand, history of branding, and different aspects of branding. The document includes a variety of diagrams visualizing how firms, influencers, popular culture, and users shape a brand's shared experience.
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BRANDS & BRANDING Marketing 472 Chapter 1 1 2 What is a brand? Identify the wearer Signal membership Signal information in a crowded environment Protection 3 History of branding To To...
BRANDS & BRANDING Marketing 472 Chapter 1 1 2 What is a brand? Identify the wearer Signal membership Signal information in a crowded environment Protection 3 History of branding To To identify To convey differentiate products & quality & products & property earn trust earn loyalty To give the To make company a emotional personality connections 4 Varying definitions of brands & branding A brand is a customer The most valuable piece of experience represented by a real estate in the world, a collection of images & ideas; corner of someone’s mind. often it refers to a symbol (Hegarty) such as a name, logo, slogan, Brand = offering + values + design scheme. Brand associations. (Edwards) recognition & other reactions are created by the What people say about you accumulation of experiences when you aren’t in the room. related to use of influence of (Bezos) advertising, design, & media commentary. (AMA) 5 What characterizes a strong brand? Identification Value Distinction Experienced Differentiation Authored Meaning 6 Brands are co-created by: 7 Five key principles of co-creating meaningful brands Co-creation Brands are assets Authenticity is the measure of a brand’s equity Ambidexterity Brands are strategic 8 Theoretical influences on branding theory & practice Economics Anthropology & sociology Law Business studies Psychology Media studies 9 10
