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15 Cards in this Set
- Front
- Back
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adoption process
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Stages that consumers go through in learning about a new product, trying it, and deciding whether to purchase it again.
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brand
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Name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from the competition’s.
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brand equity
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Added value that a respected, well-known brand name gives to a product in the marketplace.
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brand extension
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Strategy of attaching a popular brand name to a new product in an unrelated product category.
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brand insistence
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Consumer refusals of alternatives and extensive search for desired merchandise.
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brand name
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Part of a brand consisting of words or letters that form a name that identifies and distinguishes a firm’s offerings from those of its competitors.
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brand preference
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Consumer reliance on previous experiences with a product to choose that product again.
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brand recognition
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Consumer awareness and identification of a brand.
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category management
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Product management system in which a category manager—with profit and loss responsibility—oversees a product line.
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consumer innovator
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People who purchase new products almost as soon as the products reach the market.
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diffusion process
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Process by which new goods or services are accepted in the marketplace.
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family brand
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Single brand name that identifies several related products.
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generic products
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Products characterized by plain labels, no advertising, and the absence of brand names.
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manufacturer’s brand
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Brand name owned by a manufacturer or other producer.
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trademark
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Brand for which the owner claims exclusive legal protection.
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