lecture 1 introduction (part1)
DESCRIPTION
Lecture-1 Dated: 22-4-2012TRANSCRIPT
1. Attendance (0.5*lectures) 8 marks 2. Quizzes (2.5*2) 5 marks 3. Class participation 5 marks 4. Final Report & Presentation 7 marks Total 25 marks
Sessional Criteria
A brand is name, term, sign, symbol , design or a combination of them
intended to identify goods & services of one seller or a group of sellers & to
differentiate from those of the competition
Branding Defined
Why brand?
differentiation
clarity
loyalty
What is a brand?
a good brand elicits thoughts…
a great brand elicits feelings.
Emotional relationships are stronger than logical relationships. Customers grant more loyalty and leniency to brands that they hold a personal relationship with.