| Sahiplik | Değer |
| İsim | BRANDING The success of any business |
| Açıklama | BRANDING The success of any business or consumer product depends in part on the target market’s ability to distinguish one product from another. Branding is the main tool marketers use to distinguish their products from the competition’s. A brand is a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ product. A brand name is that part of a brand that can be spoken, including letters (GM, YMCA), words (Chevrolet), and numbers (WD-40, 7-eleven). The elements of a brand that cannot be spoken are called the brand mark- for example, the well-known Mercedes-Benz and Delta Airlines symbols. BENEFITS OF BRANDING Branding has main purposes: product identification, repeat sales, and new-product sales. The most important purpose is product identification. Branding allows marketers to distinguish their products from all others. Many brand names are familiar to consumers and indicate quality. Exhibit 10.3 lists, in order, the 10 brand names that U.S. consumers believe signify the highest quality products. The coolest brands, according to U.S. teenagers, are Nike, Levi’s, Guess, Gap, Coke, Pepsi, and Sega. The term brand equity refers to the value of company and brand names. A brand that has high awareness, perceived quality, and brand loyalty among customers has high brand equity. A brand with strong brand equity is a valuable asset. According to Kodak $10 billion. Companies like Procter & Gamble spend over $5 million per day to reinforce the brand equity of their products. The term master brand has been used to refer to a brand so dominant in consumers’ minds that they think of it immediately when a product category, use, attribute, or customer benefit is mentioned. Exhibit 10.4 lists the master brands in several product categories. What constitutes a good brand name? Most effective brand names have several of the following features: Easy to pronounce ( by both domestic... |
| Dosya Adı | Bağlantı www.edubilim.com_disticaret1-64-6.doc |
| Dosya Boyutu | Link |
| Dosya Tipi | doc (Mime Tipi: link) |
| Ekleyen | admin |
| Ekleme tarihi: | 15.10.2008 16:13 |
| İnceleyenler | Herkes |
| Kontrol Eden | Editor |
| İndirme sayısı | 1 İndirme sayısı |
| En son güncelleme | 14.10.2008 16:14 |
| Anasayfa | http://www.edubilim.com |
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