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Compiled by:
Dwiky Rahardian
C1K012030
1.
Definition of Brand
According to the American Marketing Association (AMA), a brand is a
name, term, sign, symbol, or design, or a combination of them, intended to identify
the goods and services of one seller or group of sellers and to differentiate them from
those of competition. Technically speaking, then, whenever a marketer creates a new
name, logo, or symbol for a new product, he or she has created a brand.
Brand Elements
There are kind of brand elements: name, logo, symbol, package design. These
4 elements will identifies a product and distinguishes it from others. Brand names
themselves come in many different forms. There are brand names based on peoples names,
like Este Lauder cosmetics, Porsche automobiles, and Orville Redenbacher popcorn; names
based on places, like Sante Fe cologne, and names based on animals or birds, like Mustang
automobiles, Dove soap, and Greyhound buses. In the category of other, we find Apple
computers, Shell gasoline, and Carnation evaporated milk. Some brand names use words with
inherent product meaning, like Lean Cuisine, Ocean Spray 100% Juice Blends, and Ticketron,
or suggesting important attributes or benefits, like DieHard auto batteries, Mop & Glo floor
cleaner, and Beautyrest mattresses. Other names are made up and include prefixes and
suffixes that sound scientific, natural, or prestigious, like Lexus automobiles, Pentium
microprocessors, and Visteon auto supplies. Not just names but other brand elements like
logos and symbols also can be based on people, places, things, and abstract images. In
creating a brand, marketers have many choices about the number and nature of the brand
elements they use to identify their products.
branded product or service than if it were not branded. That is the view we take in this
book. As a stark example of the transformational power of branding, consider the
auctions sales in Figure 1-11. Without such celebrity associations, it is doubtful that
any of these items would cost more than a few hundred dollars at a flea market.
Branding is all about creating differences. Most marketing observers also
agree with the following basic principles of branding and brand equity:
Differences in outcomes arise from the added value endowed to a product
as a result of past marketing activity for the brand.
This value can be created for a brand in many different ways.
Brand equity provides a common denominator for interpreting marketing
strategies and assessing the value of a brand.
There are many different ways in which the value of a brand can be
manifested or exploited to benefit the firm (in terms of greater proceeds or
lower costs or both).