Marketing Chapter 8 (Brand Management)

Brand Equity

Brand: name, symbol, design (identifiers product, differentiate from others)

Brand Equity: value (financial or otherwise) of a brand

e.g. Nike

• innovative design, focuses on inclusivity "everyone is an athlete”

3 Cs of Brand

1. Competitive Advantage (set of unique features)

2. Contribution (sharing of assets assoc. with brand)

3. Communication (brand story, visual elements to engage customers)

Trademark & Service Mark

trademark → exclusive right to use brand or part of it

service mark → trademark for services

• e.g. taglines - “Just Do It” by Nike

• e.g. colour or design - swoosh on Nike

Principles of Logo Design

Branding Strategies

Family (e.g. Apple is parent → Apple Watch, TV, Music)

Individual (e.g. Pepsico, all use individual branding for products)

Private Labelling (e.g. Costco, exclusive right to Kirkland)

Cobranding (e.g. Taco Bell & Doritos → Doritos Locos Tacos)

Branding for Benefit

non-profit: achieve diff goals other than trad. objectives (market share or profit)

• needs (communities, belonging, esteem)

• identify customers (clients, patients, members, donors)

• equitable, effective, efficient services

Brand - Catalyst to Good

• profit < badge of honour of impact or legacy (more important)

  • social good, contribute + to society

• CSR & ESG (social and environment responsibility)

  • vital role in holding orgs accountable for actions