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34 Cards in this Set
- Front
- Back
BRAND |
All the combined impressions and experiences associated with a particular company, good, or service. |
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Brand Ambassadors: |
Individuals, usually employees, who communicate the company’s values, vision, and personality to those they have contact with. |
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Brand Champion: |
The person in a business who is responsible for making the brand come alive and for sustaining it; usually the business owner, president, or CEO. |
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Brand Cues: |
Elements that remind customers and employees of brands and their values. |
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Brand Erosion: |
The deterioration or destruction of a corporate or product brand. |
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Brand Identifiers: |
Company or product names and logos. |
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Brand Identity: |
Those elements that are instantly recognized as representing a particular business or product. |
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Brand Image: |
Impressions of a corporate brand within customers’ minds which represent what the brand stands for. |
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Brand Insistence: |
The stage of brand loyalty in which consumers insist upon buying a specific brand. |
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Brand Licensing: |
The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee. |
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Brand Loyalty: |
Customers’ allegiance to a particular brand. |
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Brand Mark: |
A distinctive symbol, design, sound, or group of letters which is seen or heard but cannot be spoken. |
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Brand Name: |
That part of brand identity that can be spoken, including words, phrases, letters, numbers, or any combination of these. |
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Brand Personality: |
The projection of a brand that encompasses its values and emotional connections with consumers. How your brand would behave or a detailed personal profile of your business in order to create and maintain an emotional connection with your customers. |
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Brand Positioning: |
A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors’ brands. |
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Brand Preference: |
The stage of brand loyalty in which consumers prefer to purchase a certain brand but will accept substitutes if the brand is not available. |
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Branded Product: |
An item that features only the logo of the manufacturer and not another company's trademark. |
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Brand Promise: |
A business’s agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values. |
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Brand Recognition: |
The stage of brand loyalty in which consumers are made aware of a brand’s existence. |
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Brand Strategies: |
The actions a business takes with a brand in order to accomplish its goals. |
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Brand Symbol: |
A business’s distinctive logo, design, or group of letters that cannot be spoken but are used to establish brand identity; often used in conjunction with a brand name. |
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Brand Value: |
A brand’s worth in terms of income, potential income, and prestige. |
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Brand Values: |
Core values; beliefs or qualities that a corporate brand stands for and is built around. |
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Branding: |
The ongoing decision-making process about the use of brands. |
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Core values: |
Beliefs or qualities that a brand stands for and is built around. |
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Customer Experience Management: |
The strategies, processes, and policies a business uses to meet or exceed customer expectations and to provide customers with outstanding experiences at every touch point. |
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Mission Statement: |
A brief summary of what a business owner wants a business to be doing. |
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Post-Purchase Touch Points: |
All the opportunities that businesses have after sales transactions to connect with customers and reinforce their brand values. |
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Pre-Purchase Touch Points: |
All the opportunities that businesses have before sales transactions to connect with customers and reinforce their brand values. |
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Purchase Touch Points: |
All the opportunities that businesses have during sales transactions to connect with customers and reinforce their brand values. |
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Touch Points: |
All the opportunities which businesses have to connect with customers and reinforce their brand value. |
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Trademark: |
Legal method for protecting brands from misuse externally; represented by the registration mark (®), TM trademark (TM), or (sm) service mark. |
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U.S. Patent and Trademark Office: |
Office of the federal government responsible for issuing, administering, and enforcing U.S. patents and trademarks. |
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Vision statement: |
A summary of what a business owner wants a business to become. |