4
“...a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
a brand can be perceived as a product…
...that adds either rational and tangible dimensions (related to performance)
…or as a symbol... ...symbolic, emotional and intangible dimensions (related to what the brand represents)
memorable
brand strategies…
brand names…
…synonymous?
react to successful competitive products
multi-branding
brand portfolio...
bastion
Brand friend
Satisfied buyer with switching costs
Satisfied/habitual buyer
Switchers/price sensitive
lovemarks
passionate enthusiast
…brands have intrinsic and extrinsic factors attached to them…