商务知识导读课件u3bBrand.ppt

Unit 3 Marketing Learning goals Describe the meanings of brand. Introduce some important terms related to brand. Understand the implications of brand through reading a case story. Structure Lead-in Professional reading Case story Further reading 1. Lead in words explanation brand name brand image brand loyalty brand awareness brand equity brand parity brand identity brand strategy brand management global brand 2. Professional reading What is brand? Brands are different from products in a way that brands are “what the consumers buy”, while products are “what companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what its offerings are. To a consumer, brand means and signifies: Source of product Delegating responsibility to the manufacturer of product Lower risk Less search cost Quality symbol Deal or pact with the product manufacturer Symbolic device Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their need. If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product. Consumers remain committed and loyal to a brand as long as they believe and have an implicit understanding that the brand will continue meeting their expectations and perform in the desired manner consistently. As long as the consumers get benefits and satisfactio