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Definition
| is an identifying name, term, design, symbol, or any other feature that identifies one marketer’s product as distinct from those of other marketers |
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Definition
| helps buyers identify and evaluate products. It also benefits sellers by facilitating product introduction; repeat purchasing, and promotional efforts |
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Definition
| brand names, slogans, websites, characters, logos, color scheme |
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Definition
1. Identify the maker
2. Create barriers to entry
3. Serve as a competitive advantage
4. Signify quality |
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Definition
Positioning statements help project consistent message.
Stays relevant
Priced right
Understands consumers |
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Definition
Associated with value of ownership/value of brand name
Is the Marketing and financial value associated with a brand’s strength
Brand name awareness, brand loyalty, perceived brand quality, and brand associations |
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| Brand Equity Benefits to Consumers |
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Definition
| - search cost reducer, signal of quality, risk reducer, symbolic device |
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| Brand Equity Benefits to Companies |
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Definition
| source of competitive advantage, predictability and security of demand, barriers to entry, financial returns |
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Definition
| If market value > 1 , then we’ve created intangible value aka brand equity |
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Definition
| measure of brand equity and takes into account 4 different variables. Differentiation, relevance, esteem, knowledge |
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Definition
| Presence, relevance, performance, advantage |
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| Brand Resonance Pyramids- |
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Definition
| how do we connect and resonant between the product and the consumer. Identity, meaning, response, relationships |
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| Interbrand’s Brand Equity Formula |
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Definition
| brand earnings and brand strength and trust |
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Definition
| specific personality type traits or characteristics ascribed by consumers to different brands. Ex: Mac commercials- young, cool, and hype. So human characteristics to non human things |
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Definition
Manufacturer’- products or brands that would be found in many stores. Ex: Pepsi
• Individual Brand- Tide but parent of P&G is Manufacturer
• Family Brand- use company name to promote their products Ex: GE
• Combination Brand- company name paired with individual brand name Ex Kellogg’s Rice Krispies |
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| Private- branding strategy |
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Definition
• Individual Brand- WalMart brand of dog food Ol’Roy
• Family Brand- products only found out their stores Safeway Select, GAP,
• Combination Brand- family brand plus indivdual names ASU Tempe, ASU Poly |
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Definition
| Effective packaging offers protection, economy, safety, and convenience. |
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Definition
Labeling is used for identification, promotional, and informational and legal purposes
Labeling can be persuasive or informational |
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