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GMM Lecture 5Management > Global Marketing Management > Lectures > Branding
Branding“A brand is a name, term, sign, symbol, or design, or a combination of all of them, intended to identify the goods or services of one seller or group of sellers to differentiate them from those of competitors” (Kotler, pg404) “A brand is a complex bundle of images and experiences in the customer’s mind. A brand represents a promise by a particular company about a particular product” (Keegan and Green, pg400) Global brands are identified as those which enjoy high sales and brand recognition worldwide, position themselves in a similar fashion in most markets, and have similar product attributes. Country of Origin Effects Country of Origin Effects refers to the association of a product with the stereotyped characteristics of the place from which the company originated.
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