Concept
The American Marketing Association
(quoted by Philip Kotler)
A Brand is name, term, sign, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
A brand is a complex symbol. It can convey up to six levels of meaning.
Attributes: The brand and the product for which it is the symbol have attributes. A brand has to convey its attributes.
Benefits: Customers buy a brand or product for benefits and not for its attributes. A brand has convey meaning in terms of benefits.
Values: The brand also says something about the producer's values.
Culture: The brand may represent a certain culture.
Personality: The brand can also project a certain presonality.
User: The brand suggests the kind of consumer who buys or uses the product
Philip Kotler, Marketing Management, 9th Ed., Prentice Hall, NJ, USA, 1997, p.443
Related article by a brand consultancy firm
http://www.brandunion.com/insight/thought-piece/four-elements-great-brand-experience
http://www.brandunion.com/insight/thought-piece/four-elements-great-brand-experience
Related Knols
Research Papers
The Reality of Brands - Towards an Ontology of Marketing
http://snc.academia.edu/WolfgangGrassl/Papers/121901/The_Reality_of_Brands_Toward_an_Ontology_of_Marketing
Brand Meaning
John F.Sherry Junior
http://www.dies.uniud.it/tl_files/utenti/crisci/Sherry%202005.pdf
In Kellogg on Branding
Originally posted on Knol
http://knol.google.com/k/narayana-rao/brand-and-branding-concept-definition/2utb2lsm2k7a/ 2080
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