Comm 204 Marketing

Front 1

Brand

Back 1

Name, symbol, icon, design, or a combination of these, that identifies the maker or marketer of a product.

Front 2

Brand Personality

Back 2

Sum total of all attributes of a brand, and the emotions it inspires in the minds of consumers.

Front 3

Brand Equity

Back 3

Dollar amount attributed to the value of the brand, based on all intangible qualities that create value.

Front 4

Brand asset valuator (BAV)

Back 4

Measures brand along four consumer perception dimensions: differentiation, relevance, knowledge, esteem.

Front 5

National Brand (manufacturer brand)

Back 5

Brand created and owned by the manufacturer of the product. Eg. Sony and Kellogg.

Front 6

Private Brand (Store Brand)

Back 6

Brand names applied by the marketer to products manufactured for them under contract.Eg. President's Choice.

Front 7

Licensing

Back 7

Buying and selling of the rights to use a brand name, logo, character, icon, or image.

Front 8

Co-branding

Back 8

Two established brand names of different companies are used on the same product.

Front 9

Line Extensions

Back 9

Extending an existing brand name to new forms, colours, sizes, ingredients, or flavours of an existing product category. Eg, Honey Nut Cheerios $ MultiGrain cheerios are extensions of Cheerios product line.

Front 10

Brand Extensions

Back 10

Extending an existing brand name to new categories. Eg, Cheetos lip balm.

Front 11

Multibranding

Back 11

Brand development strategy in which the same manufacturer produces many different brands in the same product category.

Front 12

Touchpoints

Back 12

Advertising, marketing communications, personal experiences with brand, word of mouth, social media, company and brand websites, store displays, and anything bringing consumer into contact with brand.

Front 13

Brand Icons

Back 13

Objects with distinct shapes, colours, or patterns that are associated with the brand. Eq, Disney's castle.

Front 14

Brand Characters

Back 14

Lifelike brand icons, or mascots, that can move, speak, and interact, and that have personality traits. Eq, Tony the Tiger.

Front 15

Brand Engagement

Back 15

Interaction between consumers and brands, based on the emotional connection consumers feel toward the brand.

Front 16

Brand Ambassadors

Back 16

Real person, who, who under contract with the brand's marketing organization, acts as a spokesperson for the brand.

Front 17

Brand Content

Back 17

Any form of information or story written and produced by a brand marketer, with the brand clearly and prominently featured.

Front 18

Brand Entertainment

Back 18

Form of entertainment, usually video, that is created with cooperation or financial support of a marketer.

Front 19

Brand Advocate

Back 19

Customers, employees and others who willingly and voluntarily promote their favourite brands.