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MGT 105 Reading Notes
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
MGT 105 READING NOTES
PREFACE & CHAPTER 1
Textbook purpose- to provide a comprehensive and up-to-date treatment of the subjects of
brands, brand equity, and strategic brand management
3 important questions-
1. How can we create brand equity?
2. How can we measure brand equity?
3. How can we sustain brand equity to expand business opportunities?
Brand-
● Derived from the word brandr, which mean <to burn= as brands were the means by which
the owners of livestock mark their animals to identify them
● According to the AMA, a brand is a <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
differentiate them from those of competition.=
● A brand is more than a product because it can have dimensions that differentiate it in some
way from other products designed to satisfy the same need.
● Brands, especially strong ones, carry a number or different types of associations, and
marketing must account for all of them when making marketing decisions
● An entire marketing program can contribute to the consumers understanding of the brand
● In ûrms, brands represent enormously valuable pieces of legal property capable of
inüuencing consumer behavior, being bought and sold, providing the security of sustained
future revenues
● A brand is ultimately something that resides in the minds of consumers
○ It is a perceptual entity rooted in reality that reüects the perceptions of consumers
● To brand a product it is necessary to teach consumers <who= the product is by giving it a
name and using other brand elements to help identify it
● Marketers can beneût from branding whenever consumers are in a choice situation
Product-
● A product is anything we can offer to a market for attention, acquisition, use or
consumption that might satisfy a need or want.
● 5 levels of meaning for a product-
1. Core beneût level- the fundamental need or want that consumers satisfy by
consuming the product or service
2. Generic product level- a basic version of the product containing only those
attributes or characteristics absolutely necessary for its functioning but no
distinguishing features. This is essentially a stripped-down, no-frills version of the
product that adequately performs the product function
Downloaded by Muhammad Abdullah ()
MGT 105 Reading Notes
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
MGT 105 READING NOTES
PREFACE & CHAPTER 1
Textbook purpose- to provide a comprehensive and up-to-date treatment of the subjects of
brands, brand equity, and strategic brand management
3 important questions-
1. How can we create brand equity?
2. How can we measure brand equity?
3. How can we sustain brand equity to expand business opportunities?
Brand-
● Derived from the word brandr, which mean <to burn= as brands were the means by which
the owners of livestock mark their animals to identify them
● According to the AMA, a brand is a <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
differentiate them from those of competition.=
● A brand is more than a product because it can have dimensions that differentiate it in some
way from other products designed to satisfy the same need.
● Brands, especially strong ones, carry a number or different types of associations, and
marketing must account for all of them when making marketing decisions
● An entire marketing program can contribute to the consumers understanding of the brand
● In ûrms, brands represent enormously valuable pieces of legal property capable of
inüuencing consumer behavior, being bought and sold, providing the security of sustained
future revenues
● A brand is ultimately something that resides in the minds of consumers
○ It is a perceptual entity rooted in reality that reüects the perceptions of consumers
● To brand a product it is necessary to teach consumers <who= the product is by giving it a
name and using other brand elements to help identify it
● Marketers can beneût from branding whenever consumers are in a choice situation
Product-
● A product is anything we can offer to a market for attention, acquisition, use or
consumption that might satisfy a need or want.
● 5 levels of meaning for a product-
1. Core beneût level- the fundamental need or want that consumers satisfy by
consuming the product or service
2. Generic product level- a basic version of the product containing only those
attributes or characteristics absolutely necessary for its functioning but no
distinguishing features. This is essentially a stripped-down, no-frills version of the
product that adequately performs the product function
Downloaded by Muhammad Abdullah ()
