imc lecture 4

4

“...a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

a brand can be perceived as a product…

...that adds either rational and tangible dimensions (related to performance)

…or as a symbol... ...symbolic, emotional and intangible dimensions (related to what the brand represents)

memorable

brand strategies…

brand names…

…synonymous?

react to successful competitive products

multi-branding

brand portfolio...

bastion

Brand friend

Satisfied buyer with switching costs

Satisfied/habitual buyer

Switchers/price sensitive

lovemarks

passionate enthusiast

…brands have intrinsic and extrinsic factors attached to them…