Value Through Brands - Chapter 8 Flashcards
augmented product
the core product plus extra functional and or emotional values combined in a unique way to form a brand
brand
a distinctive product offering created by the use of a name, symbol, design, packaging, intended to differentiate it from its competitors
brand assets
the distinctive features of the brand
brand equity
a measure of the strength of a brand in the marketplace by adding tangible value to a company through the resulting sales and profits
brand extension
use of an established brand name on a new brand within the same broad market or product category
brand values
core values and characteristics of a brand
communications-based co-branding
the linking of 2 or more existing brands from different companies or business units for the purpose of joint communication
core product
anything that provides the central benefits required by customers
customer-based brand equity
the differential effect that brand knowledge has on consumer response to the marketing of that brand
manufacturer brands
brands that are created by producers and bear their chosen brand name
parallel co-branding
joining of 2 or more independent brands to produce a combined brand
product line
a group of brands that are closely related in terms of the functions and benefits they provide
proprietary- based brand equity
is derived from company attributes that deliver value to the brand
rebranding
changing of a brand or corporate name
