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| overall consumer perceptions or end-user feelings toward a company along with its goods and services |
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| the symbol used to identify a company and its brands, helping to convey the overall corporate image |
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| items that easily evoke consensually held meanings within a culture or subcultures |
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| names generally assigned to a good or service or a group of complementary products |
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| when consumers are aware of the brand, have it in their consideration sets (things they consider when making purchases), regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to others |
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| when a company offers a series or group of products under one brand name |
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| a set of brand assets that add to the value assigned to a product |
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| measures of returns on brand investments |
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| the use of an established brand name on goods or services not related to the core brand |
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| the development of a new brand by a company in a good or service category in which it currently has a brand offering |
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| offering two or more brands in a single marketing effort |
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| a form of co-branding in which the name of one brand is placed within another brand |
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| a form of co-branding in which two firms create a joint venture of two or more brands into a new good or service |
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| a form of co-branding in which the marking of two brands together encourages co-consumption or co-purchases |
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| Private Brands (also known as Private Labels) |
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| proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlets |
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Definition
| The process of creating a perception in the consumer's mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, methods of distribution, image, and other factors |
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