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Definition
| An action where one party is sued by a class or group of entities. |
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Definition
| Using the brand names of two different companies on the same product. |
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Definition
| This describes the situation where both an individual and corporate brand are used together |
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Definition
| This is the primary product. |
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Definition
| This refers to a corporate name that is always present on the firm's offerings. |
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Definition
| How you make your product's value set have meaningful differences in the minds of customers and prospects. |
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Term
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Definition
| This refers to a no-name or white box brand image. |
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Term
| Individual / product brand |
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Definition
| This is a product with a single brand name that is different from the corporate name. |
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Definition
| Additional items in a category using the same brand name, such as new flavors, forms, colors, ingredients, or sizes. |
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Definition
| The game plan used to successfully position a brand and achieve corporate objectives. |
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Definition
| Refers to the situation where one firm allows another company to use its brand through a formal licensing agreement |
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Definition
| A brand name extended to include a new product category. |
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Definition
| Refers to the premium a purchaser will pay versus a competitor or the value of owning the brand - an off-balance sheet number |
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Definition
| A name, term, sign, symbol, or any other unique element that identifies goods or services and differentiates them from those of competitors. |
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Definition
| This is the actual product plus many other items including installation, service, warranty, etc. |
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Term
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Definition
| This is the core product plus additional features like brand, quality, packaging, etc. |
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Term
| Undifferentiated marketing |
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Definition
| A market-coverage strategy in which a firm goes after the whole market with a single offer. |
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Term
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Definition
| This describes a situation where a firm has multiple brands in the same category. |
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Term
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Definition
| This is a brand owned and used by someone other than the producer of the product. |
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Term
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Definition
| The risk a firm incurs by selling products that may not provide the level of safety which the community is generally entitled to expect |
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Term
| Unique Selling Proposition [USP] |
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Definition
| A way to briefly describe your business that includes the three components of specific, measurable, and beneficial. |
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