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15 Cards in this Set
- Front
- Back
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Image
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Overall consumer perceptions or end-user feelings toward a company along with its goods and services.
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Corporate logo
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The symbol used to identify a company and its brands, helping to convey the overall corporate image.
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Stimulus codability
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Items that easily evoke consensually held meanings within a culture or subculture.
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Brands
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Names generally assigned to a good or service or a group of complementary products.
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Salient
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When consumers are aware of the brand, have it in their consideration sets (things they consider when making purchases), regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to others.
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Family brand
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When a company offers a series or group of products under one brand name.
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Brand equity
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Measures of returns on brand investments.
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Brand extension
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The use of an established brand name on goods or services not relate to the core brand.
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Flanker brand
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The development of a new brand by a company in a good or service category in which it currently has a brand offering.
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Co-branding
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Offering two or more brands in a single marketing efort.
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Ingredient branding
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A form of co-branding in which the name of one brand is placed within another brand.
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Cooperative branding
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A form of co-branding in which two firms create a joint venture of two or more brands in to a new good or service.
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Complementary branding
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A form of co-branding in which the marketing of two brands together encourages co-consumption or co-purchases.
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Private brands, aka private labels
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Proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlets.
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Positioning
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The process of creating a perception in the consumer's mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, methods of distribution, image, and other factors.
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