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19 Cards in this Set

  • Front
  • Back
brand positioning
attributes, benefits, beliefs and values
brand name
-easy tests (say, spell, read, remember)
-fit tests (target market, benefits, culture, legal)
-inferences (made about product based on name/brand)
brand sponsorship
manufacturer's brand, private brand, licensing, co-branding
brand development
line extenstions, brand extensions, multi-brands, new brands
brand equity
value of a brand, positive different in willingness to pay for branded vs. unbranded product, often exceeds value of hard assets
-identification markers, attribute associations, gender, age, social class, place
brand relationship
-awareness -> associations -> relationship
-emotional connection= contract, loyalty
brand personality
-beyond brand image
-describe brand as if it were a person
brand inferences
-schema, brand extension, inferences
organized set of information/cognitions that provide us with an efficient way of organizing new information
brand extension
baking soda expands uses
quickly categorize
product attribute decisions
quality, features, style and design
tells about features, benefits, quality
next decisions
packaging, labeling, product support services
product line decisions
-group of products closely related because they function in a similar manner, are sold to the same groups, or same prices
line stretching
company lengthens its product line beyond its current range
line filling
adding more items within the present range of the line
product mix decisions
set of all product lines and items that a particular seller offers for sale