【正文】 The brand brings … 2. Core Brand Values The brand means … 3. Brand Territory The brand petes in … 4. Brand Personality The brand is like… 5. Brand Properties The brand owns ... Landrover Example According to Nestl233。 OUT 0 HIGH Low Market growth rate High Low Relative market share ? Question ? Can you Critically Evaluate two product management models using good examples to illustrate your answer?? What is a Brand? ? A brand is a name, term, sign, symbol, or design or a bination of them intended to identify the goods and services of one seller and to differentiate them from those of the petition (Bent, ., 1998, AMA) Branding Basics ? Brands through History ? Brands v Products Products are: Made in Factories largely copiable potentially short lived Branding Basics Cont?d. ? Brands are: – What the customer buys – the receptical of the emotional values over and above the functional values of the product/service – much more difficult to copy and thus pete with – a major potential source of differentiation – longerlived brands can transcend the original product/service. It is the product’s DNA. An example: The value of the Rowntree brands Kit Kat Lion Quality Street After Eight Smarties Book value : SFr. 762 m. Market value : SFr. 3000 m. Nestl233。s UK chief executive, Richard Gadeselli, told the BBC39。, the strength of the brand?s