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Chap 1-3 Vocab Terms
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From Notehall
BRAND MANAGEMENT
OVERVIEW
BRAND DEFINATION
(AMERICAN MARKETING ASSOCIATION DEFINATION OF 1960)
A NAME, A TERM, SIGN SYMBOL OR DESIGN OR ACOMBINATION OF THEM WHICH IS INTENTED TOIDENTIFY GOODS OR SERVICES OF AN SELLEROR A GROUP OF SELLERS AND TODIFFERENTIATE THEM FROM THOSE OF THECOMPETITORS.
BRAND ARCHITECTURE
BRAND ARCHITECTURE IS A STRUCTURE THAT ORGANISESBRAND PORTFOLIO.IT DEFINES THE BRAND ROLES AND RELATIONSHIPS AMONG ACOMPANY’S BRANDS: EXAMPLE TATA INDICA VISTA(SOME MAY PROJECT THEIR CORPORATE BRAND TO THEMARKET OR SOME MAY PROJECT THE PRODUCT BRAND TO THEMARKET WHILE KEEPING THE CORPORATE BRAND IN THEBACKGROUND).ARCHITECTURE CAN BE STRUCTURED IN THREE MAIN WAYS:1. MONOLITHIC BRAND STRUCTURE–WHERE THE COMPANYSOLEY RELIES ON THE CORPORATE BRAND.2. SPECTRUM OF INDIVIDUALLY BRANDED PRODUCTS.3. ARCHITECTURE OF ENDORESED BRANDS MEANINGACORPORATE BRAND IS USED TO ENDORSE THE CORPORATEBRAND PORTFOILIO.
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Brand Management Lecture 2[1]
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