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34 Cards in this Set

  • Front
  • Back

BRAND

All the combined impressions and experiences associated with a particular company, good, or


service.

Brand Ambassadors:

Individuals, usually employees, who communicate the company’s values, vision, and


personality to those they have contact with.

Brand Champion:

The person in a business who is responsible for making the brand come alive and for


sustaining it; usually the business owner, president, or CEO.

Brand Cues:

Elements that remind customers and employees of brands and their values.

Brand Erosion:

The deterioration or destruction of a corporate or product brand.

Brand Identifiers:

Company or product names and logos.

Brand Identity:

Those elements that are instantly recognized as representing a particular business or


product.

Brand Image:

Impressions of a corporate brand within customers’ minds which represent what the brand


stands for.

Brand Insistence:

The stage of brand loyalty in which consumers insist upon buying a specific brand.

Brand Licensing:

The legal authorization by a brand owner to allow another company to use the brand in


exchange for a fee.

Brand Loyalty:

Customers’ allegiance to a particular brand.

Brand Mark:

A distinctive symbol, design, sound, or group of letters which is seen or heard but cannot be


spoken.

Brand Name:

That part of brand identity that can be spoken, including words, phrases, letters, numbers,


or any combination of these.

Brand Personality:

The projection of a brand that encompasses its values and emotional connections with


consumers. How your brand would behave or a detailed personal profile of your business in order to create


and maintain an emotional connection with your customers.

Brand Positioning:

A branding strategy in which marketers create a certain image or impression of a brand


as compared to those of competitors’ brands.

Brand Preference:

The stage of brand loyalty in which consumers prefer to purchase a certain brand but


will accept substitutes if the brand is not available.

Branded Product:

An item that features only the logo of the manufacturer and not another company's


trademark.

Brand Promise:

A business’s agreement (spoken or unspoken) with customers that it will consistently meet


their expectations and deliver on its brand characteristics and values.

Brand Recognition:

The stage of brand loyalty in which consumers are made aware of a brand’s existence.

Brand Strategies:

The actions a business takes with a brand in order to accomplish its goals.

Brand Symbol:

A business’s distinctive logo, design, or group of letters that cannot be spoken but are


used to establish brand identity; often used in conjunction with a brand name.

Brand Value:

A brand’s worth in terms of income, potential income, and prestige.

Brand Values:

Core values; beliefs or qualities that a corporate brand stands for and is built around.

Branding:

The ongoing decision-making process about the use of brands.

Core values:

Beliefs or qualities that a brand stands for and is built around.

Customer Experience Management:

The strategies, processes, and policies a business uses to meet or


exceed customer expectations and to provide customers with outstanding experiences at every touch


point.

Mission Statement:

A brief summary of what a business owner wants a business to be doing.

Post-Purchase Touch Points:

All the opportunities that businesses have after sales transactions to connect


with customers and reinforce their brand values.

Pre-Purchase Touch Points:

All the opportunities that businesses have before sales transactions to connect


with customers and reinforce their brand values.

Purchase Touch Points:

All the opportunities that businesses have during sales transactions to connect with


customers and reinforce their brand values.

Touch Points:

All the opportunities which businesses have to connect with customers and reinforce their


brand value.

Trademark:

Legal method for protecting brands from misuse externally; represented by the


registration mark (®), TM trademark (TM), or (sm) service mark.

U.S. Patent and Trademark Office:

Office of the federal government responsible for issuing,


administering, and enforcing U.S. patents and trademarks.

Vision statement:

A summary of what a business owner wants a business to become.