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Definition
| reflects the mental links that consumers make between a brand and its key product attributes, such as a logo, slogan or famous personality |
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Definition
| occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold |
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Definition
| the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product/service |
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Definition
| the use of the same brand name for new products being introduced to the same or new markets |
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Definition
| a contractual agreement between firms, whereby one firm allows another to use its brand name, logo, symbols and/or characters in exchange for a negotiated fee |
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Definition
| occurs when a consumer buys the same brand's product/service repeatedly over time rather than buy from multiple suppliers within the same category |
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| Brand Repositioning or Rebranding |
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Definition
| a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. |
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Definition
| the practice of marketing 2 or more brands together, on the same package or promotion |
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Definition
| the relationship between a product or service's benefits and its cost |
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| Product Assortment or Product Mix |
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Definition
| the complete set of all products offered by a firm |
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Definition
| groups of associated items, such as items that consumers use together or think of as part of a group of similar products |
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Definition
| an assortment of products that the consumer sees as substitutes for one another |
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Term
Product Assortment &
Product Line Decisions |
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Definition
breadth (variety)- number of product lines
depth- number of categories within a product line |
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Term
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Definition
- brand name
- URLs
- logos and symbols
- slogans
- characters
- jingles
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Term
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Definition
- manufacturer or national brands
- private-label brands or store brands; premium, generic, copycat, exclusive co-branded
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Term
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Definition
- corporate or family brand; The Gap
- corporate and product line brands; Kellogg's Corn Flakes
- individual lines; Mr. Clean (P&G)
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