Chapter 9 Flashcards
Brand
A name, symbol, icon, design or a combination of these that identifies the maker or marketer of a product
Brand Personality
The sum total of all the attributes of a brand, and the emotions it sin spires in the minds of consumers
Brand Equity
The dollar amount attributed to the value of the brand, based on all the intangible quantities that create that value
Brand Name Selection Characteristics
1) Suggest something about the brand
2) Be easy to pronounce, recognize, and remember
3) Be distinctive
4) Be extendable, not closely tied to one product
5) Capable of registration
National Brand
A brand created and owned by the manufacturer of the product
Private Brand
Brand names applied by the marketer to product manufactured for them under contract
Licensing
Buying and selling of the rights to use a brand name, logo, character, icon or image
Co-branding
The practice of using the established brand names of two different companies on the same product
- Two brands must be complimentary
Four brand development Options
1) Line extension, Brand extension, Multibranding, New brands
Line Extension
Extending an existing brand name to new forms, colours, sizes, ingredients, or flavours of an existing product category
- Existing brand name, existing product
Brand Extensions
- Extending an existing bran name to new product categories
- New product, same brand name
Multibranding
The same manufacturer produced many different brands in the same product category
New Brands
Develop new strategy to brand itself and products
Touchpoints
Advertising, marketing communications, personal experience with the brand, worth of mouth, social media, websites, displays, and anything else that brings a consumer into contact with a brand
Four dimensions of brand experience
Sensory, affective, behavioural, intellectual
