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It’s a Brand, Brand, Brand World
PM006
27
Marketing
8th Grade
12/12/2013
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Term
Brand extension:
 Definition
The brand strategy of using successful brands to introduce new products
Term
Brand insistence:
 Definition
The stage of brand loyalty in which consumers insist upon buying a specific brand
Term
Brand licensing:
 Definition
The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee
Term
Brand loyalty:
 Definition
Customers’ allegiance to a particular brand
Term
Brand mark:
 Definition
A distinctive symbol, design, sound, or group of letters which is seen or heard but cannot be spoken
Term
Brand name:
 Definition
The part of a brand which can be spoken, such as a word, a phrase, a letter,
a number, or any combination of these
Term
Brand positioning:
 Definition
A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors’ brands
Term
Brand preference:
 Definition
The stage of brand loyalty in which consumers prefer to purchase a certain brand but will accept substitutes if the brand is not available
Term
Brand recognition:
 Definition
The stage of brand loyalty in which consumers are made aware of a brand’s existence
Term
Brand strategies:
 Definition
The actions a business takes with a brand in order to accomplish its goals
Term
Branding:
 Definition
The ongoing decision-making process about the use of brands
Term
Co-branding:
 Definition
A brand strategy that involves businesses joining forces for mutual benefit and to increase brand recognition, customer loyalty, and sales for both brands
Term
Differentiation:
 Definition
The act of distinguishing between or separating two or more things
Term
Family brand:
 Definition
A category of brands in which one brand is used for a group of related products in a product line
Term
Generic item:
 Definition
An unbranded product that is plainly packaged, has lower or standard quality, is sold at a lower price than a branded product, and receives little or no promotion
Term
Individual brand:
 Definition
A category of brands in which different brands are used for products owned by one company
Term
Intermediaries:
 Definition
Channel members operating between the producer and the consumer or individual user to help in the movement of goods and services
Term
Manufacturer’s brand:
 Definition
Brand for which the manufacturer assumes all the responsibility
of branding
Term
Market share:
 Definition
An organization’s portion of the total industry sales in a specific market
Term
Private brand:
 Definition
Brands owned by intermediaries
Term
Product brand:
 Definition
A name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors’ products
Term
Product line:
 Definition
A group of related product items
Term
Taboo:
 Definition
Something that is forbidden or avoided due to cultural beliefs
Term
Trade character:
 Definition
A brand mark that has been personified and made to seem lifelike
Term
Trade name:
 Definition
The name that is used to identify a company or an organization
Term
Trademark:
 Definition
A brand that is owned by a business; designated by the symbol ™
Term
URL:
 Definition
Uniform Resource Locator; web site address
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