4
“...a special relationship with customers,
based on intangible qualities that evoke
strong emotional responses. These migh...
“A brand is the set of expectations,
memories, stories and relationships that,
taken together, account for a consumer’s
de...
a brand can be perceived as a product…
...that adds either rational and tangible
dimensions (related to performance)
…or a...
memorable
brand strategies…
brand names…
…synonymous?
react to successful competitive
products
multi-branding
brand portfolio...
bastion
Brand friend
Satisfied buyer with
switching costs
Satisfied/habitual buyer
Switchers/price sensitive
lovemarks
passionate enthusiast
…brands have intrinsic and extrinsic factors attached to them…
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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A consideration of branding...

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IMC Lecture 4

  1. 1. 4
  2. 2. “...a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”
  3. 3. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
  4. 4. a brand can be perceived as a product… ...that adds either rational and tangible dimensions (related to performance) …or as a symbol... ...symbolic, emotional and intangible dimensions (related to what the brand represents)
  5. 5. memorable
  6. 6. brand strategies…
  7. 7. brand names… …synonymous?
  8. 8. react to successful competitive products
  9. 9. multi-branding
  10. 10. brand portfolio... bastion
  11. 11. Brand friend Satisfied buyer with switching costs Satisfied/habitual buyer Switchers/price sensitive
  12. 12. lovemarks
  13. 13. passionate enthusiast
  14. 14. …brands have intrinsic and extrinsic factors attached to them…
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