3. Brand and brand strategy Brand Name L- Brand Symbol 画 Trade mark AMD intel. IBM ACKAR SoNY Alto Microsoft
11 3. Brand and Brand Strategy Brand Name Brand Symbol Trade Mark
What is a brand? User Culture Personality Attributes Benefits Values
12 What is a Brand? Attributes Benefits Values Culture User Personality
Mercedes: What is a brand? 55 year old executive German An austere culture palace Expensive 9 Important Well-built performance durable safety/ admired COUNTRIES ONLINE
13 Mercedes: What is a Brand? Expensive Well-built durable High performance safety German culture 55 year old executive An austere palace Important admired
The Connection Triangle Product Benefit Why I like the product Consumer needs Brand personality Beliefs Whyi value the Why/ trust the product product
14 The Connection Triangle •Product Benefit •Why I like the product Consumer Needs/ Beliefs Why I value the product Brand Personality Why I trust the product
Customer Attitudes for brands Brand Loyally Brand Preference Brand Acceptability Brand Awareness
15 Customer Attitudes for Brands Brand Awareness Brand Acceptability Brand Preference Brand Loyally