MRKTNG 3000 1st Edition Lecture 16Outline of Last LectureI. Advertising a. 5 Ms b. Credibility c. Issues in designing persuasive communications d. Issues in message presentation e. Advertising appeals Outline of Current LectureII. Brandinga. Keys to enduring brand leadershipb. Brand management challengesc. Building a brandd. Other product characteristicsCurrent LectureBranding:-Name/symbol that identifies a distinct productKeys to enduring brand leadership:-Vision of mass market-Managerial persistence-Financial commitment-Relentless innovation-Asset leverageBrand 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 consumersBuilding a brand:-Establish brand identity-Design brand meaning-Elicit brand imagery-Create customer relationships-P&G is the king of brandingProduct-line strength:-Line stretching down market, up market, two-wayOther Product characteristics:Warranty- terms of compensation for product failure-Signal of quality-Good packaging (functional value, attention getting, provides
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