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| The non-physical attributes of the product including product warranties, financing, product support, and after-sale service. |
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| The name, term , design, symbol, or any other features that identify one seller's good or service as distinct form those of other sellers. |
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| the mental links that consumers make between a brand and its key product attributes. Involve a logo, slogan or famous personality. |
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| Measures how many consumers in a market are familiar are familiar with the brand and what its stands for. Created through repeated exposures. |
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| Occurs when a brand extensions adversely affects consumer perceptions about the attributes the core brand is believed to hold. |
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| The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. |
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| The use of the same brand name for new products being introduced to the same or new markets. |
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| A contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee. |
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| Occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category. |
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| refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers |
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| 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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| Number of product lines offered by a firm |
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| The practice of marketing two or more brands together on the same package or promotion. |
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| Products and service used by people for their personal use. |
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| Those for which the consumer is not willing to spend any effort to evaluate prior to purchase. |
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| Mimic a manufacturer's brand in appearance but with generally lower quality and service. |
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| The basic problem solving benefits that consumers are seeking. |
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| The number of categories within a product line. |
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| Developed by national brand vendor and retailer and sold only by that retailer |
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| A firm's own corporate name used to brand its product line and products |
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| No-frills products offered at a low price without any branding information. |
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| An ecologically safe product that may be recyclable, biodegradable, more energy-sufficient, and better pollution controls. |
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| the use of individual brand names for each of a firm's products |
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| An agreement allows one brand to use another's name, image, or logo. |
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| The use of the same brand name within the same product line and represents an increase in a product line's depth |
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| brands owned and managed by the manufacturer |
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| the relationship between a product's or service's benefits and cost. |
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| A branding strategy that offers consumers a private label of comparable or superior quality to a manufacture brand. |
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| The packaging the consumer uses, such as the toothpaste tube, from which he or she typically seeks convenience in terms of storage, use, and consumption. |
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| Brands developed and marketed by a retailer and available only from that retailer. |
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| anything that is of value to a consumer and can be offered through a voluntary marketing exchange. |
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| groups of associated items, such as those that consumers use together or think of as part of a group of similar products. |
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| The complete set of all products offered by a firm. |
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| The wrapper or exterior carton that contains the primary package and provides the UPC label used by retail scanners. |
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| Shopping Products/Services |
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Definition
| Those for which consumers will spend time comparing alternatives such as apparel, fragrances, and appliances |
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| Products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers. |
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| Products or services consumers either do not normally think of buying or do not know about. |
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