IMC Ch 1

Good or services sold
Retail outlet
Advertising
Marketing communications
Name and logo
Packaging and labels
Employees

Corporate personnel: Ideals, Beliefs, Conduct
Personality: really important for brand image
Environment policies
Corporate culture
Country location
Media reports

down to earth, honest, wholesome, cheerful

daring, spirted, imaginative, up-to-date

reliable, intelligent, successful, hardworking

upper class, charming, glamorous, feminine

outdoorsy, tough, masculine, western

Provides positive reassurance: unfamiliar settings, little or no previous experience
Reduces search time
Provides psychological reinforcement
Provides social acceptance

Extension of feelings to new products
Ability to charge more
Consumer loyalty
More frequent purchases
Positive word of mouth
Greater channel power
Attracts higher quality employees
More favorable ratings

from brand you can tell what it sells or do (ex: american airlines, maxwell house coffee)

not obvious, name implies business (ex: Fedex, Home Depot)

ground breaking, something unique

group of related products sold under one brand name, transfer association to new products

new brand within current category

provide new products/services that is not related to the core brand; an exisiting brand offers a new product category the brand has never competed in

the same brand puts out a new product in their existing category

placement of one brand within another brand

joint venture creating new products/service

for co consumption

Easily recognizable
Familiar
Consensual meaning
Evokes positive feelings

Aids in recall of specific brands
Aids in recall of advertisements
Reduces shopping effort
Reduces search time and evaluation of alternatives

Set of characteristics make brand unique
Helps fight brand parity
Perceived better

what occurs when there is the perception that most goods and services are essentially the same