Summary
Summary MNM3710 Brand Management: Full notes combining textbook & study guide
- Course
- Institution
Full summary of text book based on study guide page reference. Includes graphs and tables as per textbook.
[Show more]
14 reviews
By: charnejvr5 • 3 year ago
By: vanderwattj • 3 year ago
By: palnel • 5 year ago
By: aadilfakir • 5 year ago
By: BRYAN04 • 5 year ago
By: kim28 • 6 year ago
By: russellroux • 5 year ago
Seller
FollowDubst3ph
Reviews received
Content preview
MNM3710 Brand Management2017 Exam Preparation Notes and Summary . By: Dubst3phs
NB: Don’t use bullet points in the exams.
TOPIC 1: UNDERSTANDING BRANDS AND BRANDING
Study Unit 1: Understanding brand and branding
1.1 Brand Elements
Brand elements are the characteristics that identify and differentiate the different components of a brand from
other brands. Examples of brand elements include brand names, logos, symbols, characters, slogans, jingles and
packaging. We start with brand elements to make you aware of the characteristics, or elements, which are unique
to a brand.
1.1.1 Criteria for choosing brand elements
• Brand-Building
o Memorability- need to have a recall
o Meaningfulness- need to be descriptive and have meaning
o Likeability- fun and interesting
• Defensive
o Transferability- need to be able to function across categories
o Adaptability- needs to be contemporary and last through the ages
o Protect ability- legal and competitively
1.1.2 Themes in brand elements
1. Legal instrument
a. A mark of ownership
2. Mark
a. Recognized name, term, design or symbol
3. Organization
a. Recognizable corporate name and image
4. Indicator
a. Representative characteristics or values associated with brand
5. Risk reduction
a. Brand as a contract with consumer
6. Identity system
a. Holistic, coherent and integrated
7. Image
a. Image in memory of user is brand reality
8. Value system
a. Brand values in line with relevant consumer values
9. Personality
a. Brand is symbolic device with a personality that overshadows functional use for user
10. Relationship
a. Expansion of brand personality and a portrayal of relationships between consumer and product
11. Added value
a. Non-functional advantages that help to differentiate brands
12. Developing entity
a. Brand concept changes corresponding to the development of the brand
1.2 Definition of a brand
Branded products have 2 attributes to them
1. Intrinsic-
a. when these intrinsic properties of the brand change the product changes (all cars have wheels)
2. Extrinsic-
a. parts of the brand that don’t form part of the intrinsic (not all cars are red)
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Dubst3ph. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.71. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
75759 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now