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ch 14
get rich or die trying
20
Marketing
Undergraduate 3
10/25/2011

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Cards

Term
brand
Definition
a name, term, design, symbol or other feature that identifies one marketer's product as distinct from those of other marketers
Term
brand name
Definition
the part of a brand that can be spoken, including letters, words, and numbers
Term
brand mark
Definition
the part of a brand that is not made up of words, such as a symbol or design
Term
trade name
Definition
the full legal name of an organization
Term
brand loyalty
Definition
a customers favorable attitude toward a specific brand
Term
brand recognition
Definition
the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable
Term
brand preference
Definition
the degree of brand loyalty in which a customer prefers one brand over competitive offerrings
Term
brand insistence
Definition
the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute
Term
brand equity
Definition
the marketing and financial value associated with a brand's strength in a market
Term
manufacturer brand
Definition
a brand initiated by producers to ensure that producers are identified with their products at the point of purchase
Term
private distributor brand
Definition
a brand initiated and owned by a reseller
Term
generic brand
Definition
a brand indicating only the product category
Term
individual branding
Definition
a branding strategy in which each product is given a different name
Term
family branding
Definition
branding all of the firms products with the same name or part of the name
Term
brand extension
Definition
an organization uses one of its existing brands to brand a new product in a different product category
Term
co branding
Definition
using two or more brands on one product
Term
brand licensing
Definition
an agreement whereby a company permits another organization to use its brand on other products for a licensing fee
Term
family packaging
Definition
using similar packaging for all of a firm's products or packaging that has one common design element
Term
labeling
Definition
providing identifying, promotional, or other information on package labels
Term
universal product code (UPC)
Definition
a series of electronically readable lines identifying a product and containing inventory and pricing information
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