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Brand Management Final Exam Notes
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Brand Management Final Exam Notes

MARK3092 - Brand Management

19 Pages University of New South Wales Complete Study Notes Year Uploaded: 2017

FUNDAMENTALS OF BRAND MANAGEMENT Product + identity + image = brand Brand identity – unique set of core brand associations that represent what the brand stands for an imply brand promise • Recognition, differentiation, makes big idea and meaning accessible • Visual and verbal articulation: Brand name, logo, business card, packaging Brand essence – points/ aspects of a brand condensed into a central conception –symbol/ identity • Unique/ intangible/ single minded/ consistently delivered From customer perspective, brand is - Set of mental association – perceived value of product and service o tangible (economic, quality), intangible (social, emotional) - Perception - Distinctive position – based on past experience, association and future expectation Branded product – quality/ self identity/ group identity/ value, interests and concerns/ family tradition/ national tradition

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