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Branding and Communication
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 customers value enough to buy".
Strong brands, like Coca-cola, evoke a more extensive, richer set of associations.
Visual images and words or phrases linked with strong brands are likely to be more easily retrieved from memory.
- Brand Identification and Retro Branding as a Market Practice
- Branding and Communication
- Mass Media
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