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19 Cards in this Set

  • Front
  • Back
consumer perceptions or user feelings toward a company along with its goods and services.
corporate logo
The symbol used to identify a company and its brands, helping to convey the overall corporate image.
stimulus codability
Items that evoke meaning within a culture or subculture
Names assigned to a good or service or group of products
when consumers use a brand and think it is good value and use it regularly and recommend it to others.
family brand
When a company offers a series or group of products under one brand name.
brand equity
a set of brand assets that add to the value assigned to a product
brand metrics
measures of returns on brand investments.
brand extension
The use of an established brand name on goods or services not related to the core brand.
flanker brand
a new brand by a company in a good or service which currently has a brand offering.
Offering two or more brands in a single marketing effort.
ingredient branding
when one brand is placed within another brand
cooperative branding
co branding when two firms create two or more brands into a new good or service
complementary branding
co branding / marketing of two brands which encourage people to co purchase
private brands
marketed by an organization and normally distributed within the organization's outlets.
creating a perception in the consumers mind about the company and products relative to the competion. its created by the quality of products, prices charged, methods of distribution, image, and other factors.
majority fallacy
mistaken belief that its a good idea to try and sell your product to as many people as possible
Target Marketing
Selecting a group and trying to appeal to them.
Market Segmentation
Divide the market into groups