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IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
IMC Lecture 4
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IMC Lecture 4

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Branding...

Branding...

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  • 1. 4
  • 2. “...a special relationship with customers,based on intangible qualities that evokestrong emotional responses. These mightconsist of a logo, a general look and feel, atone of voice and the way a companyinteracts with its customers – but thewhole should be much greater than thesum of the parts.”
  • 3. “A brand is the set of expectations,memories, stories and relationships that,taken together, account for a consumer’sdecision to choose one product or serviceover another. If the consumer (whether it’s abusiness, a buyer, a voter or a donor)doesn’t pay a premium, make a selection orspread the word, then no brand value existsfor that consumer.”
  • 4. a brand can be perceived as a product…...that adds either rational and tangibledimensions (related to performance)…or as a symbol......symbolic, emotional and intangibledimensions (related to what the brandrepresents)
  • 5. memorable
  • 6. brand strategies…
  • 7. brand names… …synonymous?
  • 8. react to successful competitiveproducts
  • 9. multi-branding
  • 10. all the brands and lines that an organisation possess bastion
  • 11. Brand friend Satisfied buyer with switching costsSatisfied/habitual buyerSwitchers/price sensitive
  • 12. lovemarks

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