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22 Cards in this Set
- Front
- Back
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Product
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-anything that is of value to a consumer and can be offered through a voluntary marketing exchange
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Product Assortment
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-the complete set of all product offered by a firm
-also called product mix |
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Product Lines
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-groups of associated items, such as those that consumers use together or think of as part of a group of similar products
-ex. Colgate-Palmolive's product line oral care |
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Product Category
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-an assortment of items that customers sees as reasonable substitutes for one another
-ex. within oral care you have toothbrush, toothpaste, whitening products, floss ect. |
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Brand
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-the name, term, design, symbol or any other features that identify one seller's good or service as distinct from those of any other seller
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Breadth
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-the number of product lines offered by a frim
-also known as variety |
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Depth
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-the number of product categories within a product line
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Stock Keeping Units (SKU)
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-individual items within each product category; the smallest unit available for inventory control
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Category Depth
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-the number of SKU's within a category
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Brand Equity
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-the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service
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Licensed Brand
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-an agreement that allows one firm to use another name, image and or logo for a fee
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Brand Awareness
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-measures how many consumers in a market are familiar with the brand and what it stands for
-created through repeated exposures of various brand elements |
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Premium Brand
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-branding strategy that offers consumers a private label of comparable or superior quality to a manufacturer brand
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Generic (House) Brand
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-no-frills products offered at a low price without any brand information
-usually used for commodities like eggs and milf |
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Manufacturer Brands
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-brands owned and managed by the manufacturer
-ex. Nike and Coke -also known as national brands |
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Private Label Brands
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-brands developed and marketed by a retailer and available only from that retailer
-also known as store brands |
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Copycat Brands
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-mimic a manufacturer's brand in appearance but generally with lower quality and prices
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Exclusive Cobrand
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-developed by national brand vendor and retailer and only sold by that retailer
-ex. Macy's has a Martha Stewart Collection created by the manufacturer Martha Stewart |
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Individual Brands
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--the use of individual brand names for each of the firms products
-ex. Frito-Lay has: Tostitos, Rold Gold, Ruffles, Cheetos, Doritos, ect. |
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Brand Extension
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-the use of the same brand name for new products being introduced to the same or new markets
-ex. Crest uses its brand name for all of its oral care products |
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Cobranding
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-the practice of marketing two or more brands together, on the same package or promotion
-Apple and Nike have Nike+ |
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Brand Dilution
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-occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold
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