Managing Brand Equity by PEKKA TUOMINEN
A few key points to consider from the article
A brand is a name, term, sign, symbol, or design, or a combination of them intended to identifythe goods or services of one seller from among a group of sellers and to differentiate themfrom those of the competitors.
Recently, there has been considerable growth in private labelbrands, whereby channel members such as retailers are able to sell products using their ownbrand name or label.
A successful brand is an identifiable product (consumer or industrial), service, person orplace, augmented in such a way that the buyer or user perceives relevant and unique addedvalues, which match their needs closely.A brand can be seen consisting of generic or core, expected, augmented and potentiallevels.
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