Over a period of time if these emotions are shared they combine to build into a brand image, with which loyal customers identify.
Brand experience refers to customer's thoughts, feelings, perceptions, beliefs and attitudes when they make their purchase. Much research has taken place on the psychological meaning of a brand. McDonalds, for example, combines a well recognised brand name with its Golden arches logo and the slogan " I'm lovin' it". The owner may take legal action for trademark infringement to prevent unauthorized use of that trademark.īrand names may be supported by catchphrases, slogans and logos that provide visual or auditory recognition for the product: Once legally protected a brand name becomes a registered trademark. Google climbed from seventh to fourth place and increased its brand value by 36% to stand at $43.5bnĪn unregistered trademark is recognised by the letters TM - although unregistered the firm may still be protected from other firms using the brand name under misrepresentation laws, although protection may only operate within in the geographical area where it has been used. IBM was remained in second place up 7% from 2009 to $64.7bn, while Microsoft retained third place on $60.9bn. Coke is ranked best global brand in 2010 by brand consultancy Interbrand for the 11th consecutive year, with a value estimated at $70.7bn. 4.7 International marketing - questionsįirms will always attempt to protect their brand name as this may be their most valuable asset.4.3 Product - simulations and activities.The Boston Consulting Group (BCG) matrix.The product life cycle and product diffusion.
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