What is Branding (w1) Flashcards
(23 cards)
What is a trademark?
Distinctive sign or indicator used by an individual, business
organization or other legal entity to identify that the products and/or services to consumers with
which the trademark appears originate from a unique source, and to distinguish its products or
services from those of other entities.
Copyright?
Protection is granted to the author for their original work (ex: Poetry, Novels, Unique
writing, Art, Research,
Movies, Songs)
Trademark?
Logo which allows the brand to be distinguished from others (ex: Symbol, Logo, Design,
Word, Phrase, Color,
Sound)
Patent?
Obtaining protection for new inventions that are new and original (ex: Scientific invention,
Novel writing and
Other industrial
applicability)
What is a brand?
system of attributes
How many attributes does a brand have and which ones?
2: physical and intangible attributes
Physical A
brand system of signs
(name, logo, colors, pay off)
Intangible A
brand values and
associations as perceived by consumers
What is Brand Equity?
value premium that a company
generates from a product with a recognizable name,
when compared to a generic equivalent
What are the 3 characteristics of intangible Attributes?
Function, experience and meaning
Function?
Performance
Efficiency
Reliability
Safety
Comfort
Experience?
Sense and feel
Pleasure
Beauty
Joy
Fun
Meaning?
Meaning given by an individual or a
group of people, Identity, Style,
Status, Fashion
Positioning in fashion and luxury means defining:
●Target (end consumer and trade channel)
● Fashion content (basic/trendy)
● Price range (luxury, RTW, diffusion, bridge, mass)
● Style (classic, updated, contemporary, avant-garde)
● Product categories (total look vs special categories)
● Life occasions (daily, work, leisure, special occasions)
● Markets (global vs local)
What is a diffusion line?
Is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower
prices
What are Bridge Brands?
These brands intend to bridge the gap between high end and mass market.
What is the heritage?
Is the brand tradition, mythology and storytelling
What is stylistic identity?
Permanent set of stylistic codes (fabric, texture, color, pattern, volume, silhouette) defining the brand unique and long term style
Communication identity?
Permanent set of communication codes defining the brand unique image
Retail Identity
Permanent set of codes related to interior design defining the brand unique retail
experience
