Service Marketing and Brand Management

Celebrity Endorsement

Celebrity Endorsement   Definition “A form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service.” ” Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people.” Meaning  Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used […]

Celebrity Endorsement – Definition, Meaning, Determinants, Advantages and Disadvantages

Celebrity Endorsement – Definition, Meaning, Determinants, Advantages and Disadvantages   Definition “A form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service.” ” Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people.” Meaning  Celebrity branding or celebrity endorsement is a form […]

Co-branding

Co-branding   Definitions Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy.Co-branding refers to a marketing arrangement where two different brands join forces to create a product or service indicative of both their identities.  Meaning Co-branding, co-partnering or dual branding is the act of using two established  brand names of […]

Co-branding – Definitions, Meaning, Examples and Types

Co-branding – Definitions, Meaning, Examples and Types   Definitions Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy.Co-branding refers to a marketing arrangement where two different brands join forces to create a product or service indicative of both their identities.  Meaning Co-branding, co-partnering or dual branding is the act of […]

Brand Identity – Meaning, Definitions and Components

Brand Identity- Meaning, Definitions and Components Definition “A company’s brand identity is how that business wants to be perceived by consumers.” “A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the […]

Brand Resonance Pyramid – Meaning, Definitions and Stages

Brand Resonance Pyramid – Meaning, Definitions and Stages   Definition  The Brand Resonance refers to the relationship that a consumer has with the product and how well he can relate with it. The resonance is the intensity of customer’s psychological connection with the brand and the randomness to recall the brand in different consumption situations. Meaning Brand […]

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