MUC295 LEC3a Branding 101

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Introduction to Branding

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MUC295 LEC3a Branding 101

  1. 1. Introduction to Branding ©2007 musicbizclasses.com
  2. 2. What is a “brand”? •A unique name, term, symbol, phrase or combination thereof, intended to identify the goods and services of a seller in the marketplace •A Promise to consumers •A strategy for differentiating products/services from the competition •Acts as a short-hand reference for consumers to identify a product’s value ©2007 musicbizclasses.com
  3. 3. What Makes A Brand Meaningful The true heart of a brand is the brand promise or brand value proposition. The brand promise is: • What the brand means in a consumer’s life • What it stands for • What it does • How the brand makes a consumer feel about themselves The emotional connection is what makes a brand meaningful and powerful ©2007 musicbizclasses.com

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