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13 Cards in this Set
- Front
- Back
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Brand
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name term sign wymbol design
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Three stages of brand loyality
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Brand reconigition
brand preference brand instence |
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Manufacture's brand
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brand name owned by a manufacturer
ex. coke |
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private brand
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brand name placed on products marketed by wholesalers
crastsman kenmore |
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captive brand
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national brands sold exclusively by a retail chain
ex martha stewart |
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family brand
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brand name that identifies several related products
heinz |
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Brand equity
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added value that a certain brand gives to a product
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three objectives of packaging
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protection
assistance cost effectiveness |
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brand manager
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person charged with planning marketing strageties
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trademaek
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brand to which the owner legally claims exclusive access
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brand extension
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application of a brand name to a unrelated product category
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consumer adoption process
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awareness
interest evaluation trial adoption/rejection |
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venture team
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new product development team
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