8 “What’s in a Name?”

Emílio Távora Vilar ()
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Emílio Távora Vilar: University of Lisbon

A chapter in Ten and a Half Lessons in Marketing, 2025, pp 151-171 from Springer

Abstract: Abstract Lesson 8 focuses on branding and how it provides meaning, assurance, and value to products, organisations, and places. Brands help identify and differentiate entities through names, symbols, and a blend of visual and verbal elements. However, brand identity is also shaped by the experiences that arise from all interactions with the brand. The lesson explores the constructs of brand image, attitude, knowledge, and loyalty. It addresses the concept of brand equity, which relies on trademarks for protection and employs practices such as licensing, co-branding, and franchising to maximise financial potential. Finally, the lesson outlines a comprehensive brand strategy, encompassing positioning the brand, designing brand architecture, managing a portfolio of branded products, and developing brand extensions.

Date: 2025
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DOI: 10.1007/978-3-032-09728-6_9

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