Branding and communication

Title: Branding and communication
Category: Business & Economy / Marketing and Advertising
Details: Words: 1601 | Pages: 6.8 (approximately 235 words/page)

Branding and communication

BRANDING: Brands are part of a product's tangible features, the verbal and physical cues that help customers identify the products they want and influence their choices when they are unsure. Coca-cola is an example of a company for whom branding play an important role in marketing strategy. A good brand is distinct and memorable. Professor John Philip of Syracuse University wrote: "A brand is a product that provides functional benefits plus added value that some …showed first 75 words of 1601 total…

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…showed last 75 words of 1601 total…marketing research, September 1989 -Holbrook.M.B "what is consumer research" Journal of consumer research, Vol 14 No 1 (1987) -David A.Aaker and Myers.G 1987 "advertising management" 3rd edition , prentice Hall international -Aaker.D.A 1991 "managing brand equity" New york, the free press -Keller.K.L 1993 " conceptualizing, measuring and managing customer-based brand equity" Journal of marketing Vol 57 No 1 Websites: ·www.cocacola.ma ·www.cocacola.co.uk ·www.marketingprofs.com ·www.brandchannel.com ·http://www.finfacts.com/brands.htm

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