Week 6: Branding Flashcards
Definition of a Brand
a name, term, symbol, or other unique element of a product that identifies one firm’s products and sets it apart from the competition
Which is the most used and most recognised form of branding?
Brand name
The concept of ____ encompasses the beliefs and associations that a consumer has about a brand?
brand meaning
a brand extension means
a new product sold under an established brand name
P&G makes Tide, Cheer, Ivory Snow, and Bold detergents as well as PertPlus, Rejoice, and Vidal Sassoon shampoos. Through its use of separate and unique brand name of each of these products, P&G is using a(n) ____ strategy.
individual brand
A private-label brand means
when a retailer sells products under their own name
Coles supermarket chain developed President’s Choice brand products to sell exclusively in its store. President’s Choice is an example of a ____.
private-label brand
Breyers and Reese’s have worked together to create Breyers Ice Cream with Reese’s Peanut Butter Cups. This is an example of ___.
ingredient branding
Generic branding
the absence of a brand name on products, and instead products are identified solely based on the product characteristics and have plain packaging
brand equity
describes a brand value, which is determined by consumer perception of and experiences with the brand
branded house
one brand creates a single powerful image, sometimes with a descriptor
sub-brand is
- a brand within a brand
- using a unique name for a product/service that can develop its own brand
Example of a sub-brand
iPad, apple TV, iPhone which are under Apple
endorsed brands
leading with strong sub brand but leveraging corporate brand as endorser
house of brands
decentralised companies targeting diverse markets’
e.g., P&G (Tide, Pringle, Heads & Shoulders)
