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9 Cards in this Set
- Front
- Back
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what is branding
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an identifying name, term, design, or symbol.(corvette, chevy, gm)
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what is brand name
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the part of a brand that can be spoken(nba, 49'ers, union 76)
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what is brand mark?
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the part of a brand not made up of words(the nike swoosh, mcdonalds arch, etc.)
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what is trademark?
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a legal designation of exclusive use of a brand
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what is trade name?
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full legal name of an organization(ford motor company, rather than the name of a specific product)
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brand loyalty
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a customer's favorable attitude toward a specific brand
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brand recognition
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a customer's awareness that a brand exists and is an alternative purchase.
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brand preference
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the degree of brand loyalty in which a customer prefers one brand over competitive offerings.
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brand insistence
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the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.
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