IB DT: Topic 9.5: Branding

for ppt/ppqs go to https://docs.google.com/presentation/d/16_ItiVhQonZmQmmi4ZRk9l15UCV1NAOJfSYXR4F_ai0/present?slide=id.g1043a3a297a_0_159

What is a brand?

A product from a known source. The name of the organisation can also serve as a brand.

What is brand loyalty?

When a person has a favourite supplier and prefers to buy products from them rather than other suppliers.

What is a trademark?

A type of intellectual property consisting of a recognisable sign, design or expression which identifies products or services of a particular source from those of others.

What are the four patterns of behaviour relating to brand loyality?

• Hard-core loyals

• Split loyals

• Shifting loyals

• Switchers

What is a registered design?

An IP mark in order for designers to distinguish a products appearance form others. Prevents competitors from adopting the same styling or technologies to their product for a given period of time.

What is brand identity?

How you want the consumer to perceive your brand

What is one way for brands to stay away from bad publicity?

Diversification - when multiple brands are created under one company- so that even if one brand gains bad publicity, the others are relatively unaffected.