Brand Management
A. Edeling
Lecture notes and syllabus summary
Academic Year 2025–2026
1
,1) What Is a Brand & Why Do
Brands Matter?
2
,1. Defining Brands
1° Origins of branding
The word “brand” comes from literally burning a mark into cattle to show ownership.
Core idea: mark something to identify where it comes from.
2° Two definitions of a brand
1) Product-centered definition
Brand = any sign that can distinguish one company’s goods from another’s (ex. words, logos,
shapes, colours, patterns, packaging,...).
Must be distinctive (recognizable) and not descriptive (can’t just say what the product is).
Can be legally registered and protected (ex. EU trademark).
Types of trademarks:
Word mark = consists exclusively of words or letters, numerals, other standard
typographic characters, or a combination thereof (ex. LEVI’S).
Figurative mark = consists of non-standard characters, stylisation or layout, or a
graphic feature or colour (ex. Adidas trefoil).
Figurative mark with letters = combination of word & figurative mark (ex. Windows).
Shape mark = consists of, or extends to, a 3D shape can include containers,
packaging, the product itself, or its appearance (ex. Toblerone).
Pattern mark = consists exclusively of a set of repeated patterns (ex. Louis Vuitton
monogram).
Colour mark = consists exclusively of a single colour (ex. Milka purple).
Risk: genericide if everyone uses your brand name as a generic word (ex. aspirin,
escalator,…), you can lose the trademark.
Protection: emphasize trademark status or do category advertising.
Trademark threats:
Brand misappropriation = unauthorized, intentional use of a brand’s identity for
another party's commercial gain.
Counterfeiting = unauthorized, illegal production and sale of goods using a registered
trademark that is identical to or indistinguishable from a genuine product.
Brand imitation (copycats) = strategic practice of copying key attributes of a leading
brand to leverage its reputation and reduce innovation costs.
2) Customer-centered definition 3
, Brand = associations consumers have with something that can be managed professionally (ex.
product, person, place,…).
Lives in consumers’ minds (knowledge) and hearts (feelings).
Brands identify and differentiate products from competitors.
Everything can technically be branded: products, services, people, universities, countries,
…
3° Brands vs. products
Product = anything that can be offered to a market and that satisfies a certain need.
Brand = creates competitive advantage by differentiation a product from competing products
that satisfy the same need.
Added value on top of the product, based on past marketing.
Can be related to product performance or non-product-related means (ex. image
associations surrounding the product).
Brands influence consumers’ perceptions and preferences ! (ex. Pepsi & Coca-Cola blind test)
Brand placebo effect = marketing phenomenon where a consumer's belief in a brand
enhances the perceived or actual performance of a product, independent of its objective
quality.
2. Brand functions
1° Consumer benefits
Consumption risk reduction:
Hard to judge quality before buying (especially for experience and credence goods).
Brands act as a quality signal reduces the risk of a bad purchase.
Search cost reduction:
Too many options in any category overwhelming.
Brands help narrow down the choices saves time and effort.
Symbolic device:
Brands express who you are or want to be (ex. values, status, identity,…).
They help you signal your self-concept to others (actual self vs. ideal self).
2° Company benefits
Brands increase company value through 3 mechanisms: 4
A. Edeling
Lecture notes and syllabus summary
Academic Year 2025–2026
1
,1) What Is a Brand & Why Do
Brands Matter?
2
,1. Defining Brands
1° Origins of branding
The word “brand” comes from literally burning a mark into cattle to show ownership.
Core idea: mark something to identify where it comes from.
2° Two definitions of a brand
1) Product-centered definition
Brand = any sign that can distinguish one company’s goods from another’s (ex. words, logos,
shapes, colours, patterns, packaging,...).
Must be distinctive (recognizable) and not descriptive (can’t just say what the product is).
Can be legally registered and protected (ex. EU trademark).
Types of trademarks:
Word mark = consists exclusively of words or letters, numerals, other standard
typographic characters, or a combination thereof (ex. LEVI’S).
Figurative mark = consists of non-standard characters, stylisation or layout, or a
graphic feature or colour (ex. Adidas trefoil).
Figurative mark with letters = combination of word & figurative mark (ex. Windows).
Shape mark = consists of, or extends to, a 3D shape can include containers,
packaging, the product itself, or its appearance (ex. Toblerone).
Pattern mark = consists exclusively of a set of repeated patterns (ex. Louis Vuitton
monogram).
Colour mark = consists exclusively of a single colour (ex. Milka purple).
Risk: genericide if everyone uses your brand name as a generic word (ex. aspirin,
escalator,…), you can lose the trademark.
Protection: emphasize trademark status or do category advertising.
Trademark threats:
Brand misappropriation = unauthorized, intentional use of a brand’s identity for
another party's commercial gain.
Counterfeiting = unauthorized, illegal production and sale of goods using a registered
trademark that is identical to or indistinguishable from a genuine product.
Brand imitation (copycats) = strategic practice of copying key attributes of a leading
brand to leverage its reputation and reduce innovation costs.
2) Customer-centered definition 3
, Brand = associations consumers have with something that can be managed professionally (ex.
product, person, place,…).
Lives in consumers’ minds (knowledge) and hearts (feelings).
Brands identify and differentiate products from competitors.
Everything can technically be branded: products, services, people, universities, countries,
…
3° Brands vs. products
Product = anything that can be offered to a market and that satisfies a certain need.
Brand = creates competitive advantage by differentiation a product from competing products
that satisfy the same need.
Added value on top of the product, based on past marketing.
Can be related to product performance or non-product-related means (ex. image
associations surrounding the product).
Brands influence consumers’ perceptions and preferences ! (ex. Pepsi & Coca-Cola blind test)
Brand placebo effect = marketing phenomenon where a consumer's belief in a brand
enhances the perceived or actual performance of a product, independent of its objective
quality.
2. Brand functions
1° Consumer benefits
Consumption risk reduction:
Hard to judge quality before buying (especially for experience and credence goods).
Brands act as a quality signal reduces the risk of a bad purchase.
Search cost reduction:
Too many options in any category overwhelming.
Brands help narrow down the choices saves time and effort.
Symbolic device:
Brands express who you are or want to be (ex. values, status, identity,…).
They help you signal your self-concept to others (actual self vs. ideal self).
2° Company benefits
Brands increase company value through 3 mechanisms: 4
