Professional Documents
Culture Documents
BRANDS
RIT
MBA
02-01-2015
RIT
MBA
02-01-2015
A LEGAL INSTRUMENT
A trademark is legal version of a brand.
Can be registered & protected from being
used by others.
AMA defines TRADEMARK A brand that is
given legal protection. (usually represented
by symbol -
Brand can be called trademark only when it
is legally protected.
RIT
MBA
02-01-2015
ADVANTAGES OF BRANDING
RIT
MBA
02-01-2015
DISADVANTAGES OF BRANDING
RIT
MBA
02-01-2015
Product Brands
Service Brands
E-brands
Media Brands
Not-for-profit Brands
Nation Brands
Government Brands
Global Brands
Organization Brands
RIT
MBA
02-01-2015
RIT
MBA
02-01-2015
RIT
MBA
02-01-2015
Characteristics:
Cost Expensive.
Balance of product to service
ROLEX
How purchased
Traditionally through specialised outlets
(luxury = high status outlets) but increasingly more widely
distributed. Frequency of purchase Infrequent.
Degree of research on purchase
A great deal of thought, research and comparison
goes into the decision, although with luxury goods,
investment is more
emotional than financial.
Degree of customization Can be considerable.
02-01-2015
RIT
MBA
10
SERVICE BRANDS
Service brands are characterized by the need to
maintain a consistently high level o service delivery
throughout hundreds, or even thousands of staff.
Although a product component may be involved, it is
essentially the service that is the brand.
These are more complex than product brands for two
reasons:
because it is always harder to brand something you
cant touch
because they are delivered directly by employees.
02-01-2015
RIT
MBA
11
RIT
MBA
02-01-2015
SERVICE BRANDS
Characteristics:
Intangibility
DIFFERENT CATEGORIES OF
SERVICE BRANDS:
Classic service brands eg, airlines, hotels, car rentals and banks.
Pure service providers eg, member associations
Professional Service Brands
eg, advisors of all kinds accountancy, management consultancy.
Agents eg, travel agents and estate agents.
(This category of a brand has become endangered by the rise of the
Internet.)
Retail brands
eg, supermarkets, fashion stores and restaurants.
Retail Brands are complex and multifaceted.
Consumers have a much more involved and interactive experience
with retail brands. The meanings of retail brands are more heavily
derived from consumers direct experience rather than from
advertising.
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MBA
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E-brands
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MBA
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Media brands
eg, newspapers, magazines, television channels.
Not-for-profit organization brands
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MBA
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Nation brands
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MBA
02-01-2015
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MBA
02-01-2015
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