lOMoARcPSD|23428902
M105 Notes - Most important concepts from Ch 1,2 & 3 from
Kevin Lane Keller's Strategic Brand
Product Promotion and Brand Management (University of California San Diego)
Studocu is not sponsored or endorsed by any college or university
Downloaded by Muhammad Abdullah ()
, lOMoARcPSD|23428902
Chapter 1
Brands and Brand Management
Definition:
Brand-
(AMA Definition) “little b” brand-
Name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and
services of one seller or group of sellers and to di erentiate them from those of competition
(Book Definition) “Big B” Brand-
Something that has created a certain amount of awareness, reputation, prominence, and so on, in
the marketplace
Additional Note:
A brand is more than a product, because it can have dimensions that di erentiate it in some way
from other products designed to satisfy the same need.
Product-
Anything we can o er to a market for attention, acquisition, use, or consumption that might satisfy a need or
want. A good or service. Additionally, organizations and people are also products that can have a brand
Brand Elements-
- Name, logo, symbol, package design, and more
Product vs Brand-
- Five Level of Meaning for product:
- 1. The core benefit level is the fundamental need or want that consumers satisfy by consuming the
product or service.
- 2. The generic product level is a basic version of the product containing only those attributes or
characteristics absolutely necessary for its functioning but with no distinguishing features. This is
essentially a stripped-down, no-frills version of the product that adequately performs the product
function.
- 3. The expected product level is a set of attributes or characteristics that buyers normally expect and
agree to when they purchase a product.
- 4. The augmented product level includes additional product attributes, benefits, or related services
that distinguish the product from competitors.
- 5. The potential product level includes all the augmentations and transformations that a product
might ultimately undergo in the future
- Example:
Downloaded by Muhammad Abdullah ()
M105 Notes - Most important concepts from Ch 1,2 & 3 from
Kevin Lane Keller's Strategic Brand
Product Promotion and Brand Management (University of California San Diego)
Studocu is not sponsored or endorsed by any college or university
Downloaded by Muhammad Abdullah ()
, lOMoARcPSD|23428902
Chapter 1
Brands and Brand Management
Definition:
Brand-
(AMA Definition) “little b” brand-
Name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and
services of one seller or group of sellers and to di erentiate them from those of competition
(Book Definition) “Big B” Brand-
Something that has created a certain amount of awareness, reputation, prominence, and so on, in
the marketplace
Additional Note:
A brand is more than a product, because it can have dimensions that di erentiate it in some way
from other products designed to satisfy the same need.
Product-
Anything we can o er to a market for attention, acquisition, use, or consumption that might satisfy a need or
want. A good or service. Additionally, organizations and people are also products that can have a brand
Brand Elements-
- Name, logo, symbol, package design, and more
Product vs Brand-
- Five Level of Meaning for product:
- 1. The core benefit level is the fundamental need or want that consumers satisfy by consuming the
product or service.
- 2. The generic product level is a basic version of the product containing only those attributes or
characteristics absolutely necessary for its functioning but with no distinguishing features. This is
essentially a stripped-down, no-frills version of the product that adequately performs the product
function.
- 3. The expected product level is a set of attributes or characteristics that buyers normally expect and
agree to when they purchase a product.
- 4. The augmented product level includes additional product attributes, benefits, or related services
that distinguish the product from competitors.
- 5. The potential product level includes all the augmentations and transformations that a product
might ultimately undergo in the future
- Example:
Downloaded by Muhammad Abdullah ()
