HTM231 Sp10 Ch08 Branding Suh Hee Choi
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HTM231 Sp10 Ch08 Branding Suh Hee Choi

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HTM231 Sp10 Ch08 Branding Suh Hee Choi HTM231 Sp10 Ch08 Branding Suh Hee Choi Document Transcript

  • 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
  • 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
  • March 22, 2010 (HTM 231) Choi Four Components of Four Components of “Destination” Brand Image Brand Image (Nepal) (Store) 3
  • March 22, 2010 (HTM 231) Choi 4