Professional Documents
Culture Documents
1.1
What is a brand?
For the American Marketing Association (AMA), a brand is a name, name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. These different components of a brand that identify and differentiate it are brand elements. elements.
1.2
What is a brand?
Many practicing managers refer to a brand as more than that that as something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace. We can make a distinction between the AMA definition of a brand with a small b and the industrys concept of a Brand with a capital b.
1.3
1.4
A brand is therefore more than a product, as it can have dimensions that differentiate it in some way from other products designed to satisfy the same need. need
1.6
Some brands create competitive advantages with p product p performance; other brands create competitive advantages through non-productnon-productrelated means. means
1.7
1.8
1.9
1.11
1.12
1.14
What is branded?
Physical goods Services Retailers and distributors Online O li products and services d t d i People and organizations p g Sports, arts, and entertainment Geographic l G hi locations i Ideas and causes
1.15
1.17
2006 ($Billion)
67.00 56.93 56.20 48.91 32.32 30.13 27.94 27.85 27.50 21.80
2005 ($ Billion)
67.53 59.94 53.38 47.00 35.59 26.45 24.84 26.44 26.01 20.00
1.19
1.20
1.21
Key Concepts
Mental maps Competitive frame of reference Points-of-parity and points-of-difference P i t f it d i t f diff Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand value chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies B d tf li d hi hi Brand expansion strategies Brand reinforcement and revitalization
1.23