Week 8 - Brands and Brand

• Name/ mark/ logo to identify & distinguish a product, organiziation, or company from another

• Experiences, emotions & history associated with a product, organization or company

1. Identification

2. Differentiation

• A legally protected brand name, brand mark (including a logo), or a combination of these

Trademarks

—> Prevent customer confusion & prevent companies from misrepresenting themselves such as impersonating another brand

• Brand attribues

• Usage situations

• Personality of brand

  • Driving jeep more males

• Emotional history with brand

  • First time (e.g.: trust in guitar form one brand —> child should have the same)

• Previous experience

• Reliability

• Attitude toward brand

• Typical customer

• How consumers actually view a brand

  & any associations they have with it

• visual illustration that shows different associations that a consumer has with a brand