Brand Management e-bog
2921,57 DKK
(inkl. moms 3651,96 DKK)
Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to ...
E-bog
2921,57 DKK
Forlag
Anmol Publications PVT. LTD.
Udgivet
30 juni 2012
Længde
283 sider
Genrer
Agriculture and farming
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9789354117503
Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand. It is an approachable and readable text for students at all levels, from postgraduates to professionals retraining.