March 22, 2010 (HTM 231)                                                              Choi

                              ...
March 22, 2010 (HTM 231)                                                                     Choi




                    ...
March 22, 2010 (HTM 231)                                  Choi



           Four Components of        Four Components of
...
March 22, 2010 (HTM 231)   Choi




                                  4
Upcoming SlideShare
Loading in …5
×

HTM231 Sp10 Ch08 Branding Suh Hee Choi

602 views
495 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
602
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

HTM231 Sp10 Ch08 Branding Suh Hee Choi

  1. 1. March 22, 2010 (HTM 231) Choi Brands and Branding Brand Identity  The outward manifestation of the essence of a corporate brand, product brand, service brand or branded environment (Landor Associates, 2005) Brand Image  “Consumers’ perceptions about a brand, as reflected by the brand associations held in consumer memory” Brand Association 1
  2. 2. March 22, 2010 (HTM 231) Choi http://i.imgur.com/rg35g.jpg Point of Parity (POP)  Benefits that might be shared with other brands in a certain category.  Category points of parity : benefits that consumers expect from a certain product category (expected product level) Point of Difference (POD)  Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. _________________’s POP _________________’s POD 2
  3. 3. March 22, 2010 (HTM 231) Choi Four Components of Four Components of “Destination” Brand Image Brand Image (Nepal) (Store) 3
  4. 4. March 22, 2010 (HTM 231) Choi 4

×