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6 Cards in this Set
- Front
- Back
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brand |
A name, symbol, icon, design or a combination of these, that identifies the maker or marketer of a product. |
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brand equity |
the dollar amount attributed to the value of the brand, based on all the intangible qualities that create that value. |
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1. national brand 2. private brand |
1. A brand created and owned by the manufacturer of the product 2. Brand name applied by the marketer to products manufactured for them under contract |
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licensing |
the buying and selling of the rights to use a brand name, logo, character, icon or image |
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multibranding |
a brand development strategy in which the same manufacturer produces many different brands in the same product category |
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touchpoints |
advertising, marketing communications, personal experience with the brand, word of mouth, social media, company and brand websites, store displays, and anything else that brings a consumer into contact with a brand |
