MRKTNG 3000 1st Edition Lecture 16 Outline of Last Lecture I Advertising a 5 Ms b Credibility c Issues in designing persuasive communications d Issues in message presentation e Advertising appeals Outline of Current Lecture II Branding a Keys to enduring brand leadership b Brand management challenges c Building a brand d Other product characteristics Current Lecture Branding Name symbol that identifies a distinct product Keys to enduring brand leadership Vision of mass market Managerial persistence Financial commitment Relentless innovation Asset leverage Brand management challenges These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Brand proliferation Media fragmentation More knowledgeable consumers Building a brand Establish brand identity Design brand meaning Elicit brand imagery Create customer relationships P G is the king of branding Product line strength Line stretching down market up market two way Other Product characteristics Warranty terms of compensation for product failure Signal of quality Good packaging functional value attention getting provides info
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